Augmented Reality

Simon Sankaraya, aka Sanky, is a founding partner of interactive agency AllofUs and D&AD Deputy President.

Sanky sees brands getting very excited about an emerging technological toy recently. “Augmented Reality (AR) combines real-world images with computer-generated content on screen,’ he says.  “It enhances what we see, hear, feel and smell.”  

A basic form of it has been in use in broadcast for a while – like when weather reporters stand in front of changing weather maps (lately full of rain clouds). 

 
“As always brands want to take advantage of new developments in technology but it’s a question of using things appropriately,’ says Sanky. “There’s a way to go until AR is being used most effectively.” 

Sanky feels that AR at its best results from a magic mix - “a great concept, annoyingly deft execution and a ‘real world’ benefit”.  He’s found 3 projects that are each getting an element of this mix right.  “I’m looking forward to seeing projects in the future that fuse them all together, then we’d have a benchmark,’ he says.

The best project that Sanky’s seen is in terms of concept is www.weareautobots.com.  The site launched this summer to promote the opening of Transformers: Revenge of the Fallen.  Fans get to see what they look like with the original 3D CGI head of ‘legendary’ Autobot leader Optimus Prime.  “This is a great idea for content,’ says Sanky.  “If I was a kid, I’d be giddy.”

The Picture Production Group created the Autobot site for Paramount Pictures international. The PPC’s Dan Light wants to take Augmented Reality forward in future projects.  “The key is to enable people to capture and share personalised, augmented video,’ he says.  Now that it’s technically possible, Light says his team is looking at how they might use it with upcoming movie projects.

Two more projects represent the other crucial ingredients of Sanky’s magic mix. Toppstown.com, a US site created by Wondergroup, has taken the US childhood tradition of trading sports cards to the virtual world. 

“I really like the way this extends something that already exists,’ says Sanky.  “It’s also a social thing, which is great for kids.”

For execution, nothing beats the projects by Swiss designer Camille Scherrer. Le Monde des Montagnes, is an interactive project that reveals the secrets hidden inside a book. “It’s a beautifully crafted narrative with the tech hidden away.  I’m a little bit jealous’, says Sanky.

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Comments

[SJ]

The Transformer idea was concepted at Fifty Foot Squid by Seth Jones and partner. The concept was presented to Paramount who seem to have then given PPC a steer and the task of creating the site/experience. The idea is either not original as it has been presented to Paramount in 08 or original and wrongly credited.

[Danlight]

I understand that Seth and Paramount have communicated directly about this, and that Paramount have reinforced that PPC pitched this as an original campaign concept, as part of the wider raft of activity we delivered on this title, and in the context of a number of augmented reality applications we developed for them through the course of 2010.

We've certainly encountered situations in the past where ideas we've submitted to any one of the various studios we work for have ended up being realised by another agency. We understand that there are a number of reasons why this could legitimately happen, and have never for a moment felt sufficiently assured of our own creative sovereignty to accuse a client of this kind of chicanery. Apart from anything else, unless you're 100% sure of your case, it's not very good for business.

The reality is that for many film campaigns certain ideas and applications are pretty de rigueur - how many times in 2009 were you invited to 'terminate yourself', 'trek yourself' (or our very own 'basterdize yourself') - applications that use photo upload to deliver this kind of experience are commonplace. With 'We Are Autobots' we simply re-envisaged this approach utilizing augmented reality; a nascent and attention-grabbing technology any number of agencies have taken an interest in over the past year or so, with widely varying degrees of success.

Dan Light
HEAD OF INTERACTIVE
PPC Group

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