Perfetti van Melle’s Meet the Creeps is a browser-based WebAR Halloween game that people enter from a QR code on pack or from social ads. The experience drops players into a world-tracked Halloween Village, where they take candy back from three characters: Franklyn, Candyce, and Sam.

Client: Perfetti van Melle
Concept & Design: Go Spooky
Project type: WebAR Campaign
Technology: 8th Wall + Three.js, WebAudio, glTF pipeline
Markets: Global / 15 locales
Role: Development
Timeline: 3 months
Date: Halloween seasonal waves: 2022–2024

We build for brand engagement and sharing. The experience needs to feel instant, understandable, and replayable, so people want to record it and pass it on.

We build a single continuous world that starts in the real environment and transitions into a fully digital village through a placed portal. Players enter a town square hub, meet three creeps, and jump into three mini-games. Each mini-game uses the same core mechanic: tap the falling candy to steal it back, while rotating the phone to keep the action in view.

This project lives or dies on comfort and momentum. The world has to load quickly, tracking has to stay stable, and camera moves have to feel guided without taking control away from the player.

We keep the rendering and effects stack intentionally lean. That helps performance and reduces the number of moving parts that can break under real-world conditions.

We ship one world, so we optimize the pipeline
This experience is designed as one big world, not a sequence of scenes. That means we focus on reducing weight and decoding time upfront instead of relying on lazy loading.
We use a glTF pipeline built for mobile: geometry compression (Draco or Meshopt), texture compression and resizing, asset bundling and code splitting, and CDN caching. The goal is simple: players get to the portal quickly, and the world stays responsive once they are inside.

We treat the portal as a comfort feature, not a gimmick
The portal is not just a visual effect. It is a transition that needs to feel stable while the user physically moves forward. We handle the portal boundary so the walk-through reads clearly and the world holds together while the camera crosses the threshold.

If you want a deeper technical breakdown of the portal approach, we published it separately.

We design tracking recovery into the experience
We set expectations early with onboarding that tells people how to move and how to place the portal. We include a reset and recenter control so people can recover when tracking drifts. We also lock down world scale and anchoring strategy so the environment stays consistent once it is placed.

We use guided camera positions to keep the world readable
From the town square hub, tapping a creep triggers a guided camera move to the correct area of the village. We smooth and limit camera motion to reduce discomfort and prevent tracking from feeling “slippery.” The camera behaves like a UX component: quick, predictable, and easy to understand.

We support User Generated Content (UGC) without forcing branding
We include photo and video capture inside the experience, and we save captures directly to the camera roll. We do not add a branded overlay, so people can share the moment in their own format, with the world and characters doing the branding.

Meet the Creeps turns Halloween packs into a playable WebAR world that people can enter in seconds. The portal walk-through creates a clear “wow” moment, and the town-square hub makes it easy to understand what to do next: pick a creep, play a game, return, replay. Three quick tap-to-collect mini-games keep the loop fast, familiar, and repeatable. Ideal for short sessions and repeat visits.