Riyadh Marathon
AI and AR got Riyadh running.
An AI selfie app that turns a runner into a race poster, and a WebAR invitation that animates the route.
Brand · Riyadh, KSA · Digital Experiences
- Client
- Saudi Sports for All Federation
- Product
- AI and AR web apps, integrated microsites
- Industry
- Sport
- Event
- Riyadh Marathon 2025
The client
Branch delivered two custom AI and AR web apps to drive participation ahead of the event, plus two microsites integrating data from the other activations delivered by partner division Alt+Enter. The result is a bilingual journey that gives runners and non-runners the same sense of taking part.
The Saudi Sports for All Federation leads the development of community sport in Saudi Arabia, driving the Vision 2030 goal of increasing physical activity. Its remit spans mental and physical wellness, sustainability, community empowerment and global recognition.
The challenge
For the 2025 Riyadh Marathon, SFA needed digital tools that would invite an audience to sign up, give them a reason to post about it before race day, and include the people who were not going to run as well as the people who were, in both English and Arabic.
What we built
AI selfie app
A web app where a visitor takes a selfie, sets their details and gets back a runner avatar generated by AI face swap, finished as a Riyadh Marathon poster to download and share.
WebAR invitation
A markerless WebAR app that opens an invitation in the room, then runs a 3D animation of the marathon route and hands the user to sign-up. A photo can be taken of it and shared.
Webpage integration
An API carrying the data from two Ventuz activations into personalised result pages, so a participant scans a QR code at the stand and lands on their own run time, track completion, distance, landmarks and speeds, in English or Arabic.
Inside the build
More work
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