Drive Studios Creative Director Rich Lee has been a long time collaborator with Eminem and the whole Shady team. Their first venture was with Eminem's music video for Not Afraid which now has over 1 billion views on YouTube.

For the most recent collaboration Drive Studios created Eminem Augmented, an AR APP that gives fans new and exciting ways to experience the rap legend. The app is constructed around a platform of three basic functions: At Home Experiences, Pop-Up based Logo Recognition and the Live Event Experiences.

Fans can explore a three dimensional Poster and Portal experience that were offered through the At Home Experiences.

Eminem has a re-occuring pop up restaurant called “Mom’s Spaghetti," taken from a lyric on his anthemic track “Lose Yourself”. Using in-app image recognition the logo for Mom’s Spaghetti activates three dimensional AR content where Eminem himself appears and gives the user a variety of off the wall anecdotes and gestures that fans of Shady have become accustomed to.

The centerpiece of the APP is the first ever Augmented Reality Live Show experience. This experience is activated only at his live shows and at specific times. Drive Studios created 8 different pieces of AR content that are geotagged to the location of the stage and become what feel like impossible set extensions to the stage itself.