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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