Leah Roh
About
leah.e.roh@gmail.com

The Lucas Museum of Narrative Art



Augmented Reality
Narrative Art Collector Cards


I started at the Lucas Museum of Narrative Art in 2023 as the Interactive Producer of Digital Interpretation. Because of my background in experience design and interactive technology, I pitched the idea of Narrative Art Collector Cards to the CEO, which not only promoted the museum’s opening and inaugural artworks, but also enhanced the user experience with an augmented experience triggered by images of our expansive collection.

Each blind pack contains 2 of the 4 artworks and triggers an augmented version of the museum’s building and directs cardholders to our website.

The first iteration of the Lucas Museum Narrative Art Collector Cards were released at San Diego Comic Con in 2026. The cards drew one of the highest social engagement on the Lucas Museum of Narrative Art’s Instagram as well as crowds to the SDCC booth. 

The next iteration of these cards will include a different augmented experience and designed specifically for the Lucas Museum’s Founding Members.

As the sole lead designer, producer, and AR developer for these cards, I was responsible for the following:

  1. pitched the concept and designed the mockups to our CEO for approval
  2. sourced the vendor and produced 20,000 cards in time for SDCC 2026
  3. created the designs for the cards and packaging in Figma
  4. 3D modeled and textured the 3D asset of the building in Autodesk Maya
  5. developed the interaction and augmented experience on a web-based AR platform
  6. supervised workflows among our Curatorial, Editorial, Legal, and Rights and Reproduction team to clear artwork images and licenses
  7. managed all communication with our vendor and supervised the scope and production timeline

Product Analytics and Success Metrics


The Narrative Art Cards on the Lucas Museum Instagram account had one of the highest engagement rates compared to previous posts. At San Diego Comic Con 2026 for its initial release, the first pair of cards were resold online for $200 within an hour of SDCC opening. On eBay, the rare cards are listed for $10,000.

38% of cardholders launched the AR experience.