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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