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Jul 4 / 3:24pm

The Augmented Reality Ballet Font from W+K

by Jen Corbett

Ballet

Designers, geeks and unashamed art snobs rejoice: The Ballet Font Project is a brilliant hybrid stemming from a collaboration between the Oregon Ballet Theatre, interactive agency Fashion Buddha and ad agency Wieden + Kennedy’s WK12. Combining ballet (of all things) with augmented reality... It's a rare, interesting and fantastically inspired mashup between live performance art and cutting edge software hacks.

And it collided also with real time...being partly recorded during a live demo in Portland on the 1st of this month.

So, how did they do it? They attached used watch batteries and infrared LEDs to create a 2D motion tracking system. They then taped these little devices to ballet dancers and had then perform moves which formed letters, which will be used in a headline font called “Ligne”. Fantastic.

Via The Future Digital Life

Filed under  //  advertising   augmented reality   design   digital   fashion buddha   font   interactive   mashup   weiden + kennedy  
 
Jun 29 / 4:58pm

Times Square Augmented Reality Billboard for Forever 21

by Jen Corbett

Forever21-augmented-reality-billboard-1

Big brother  now has a big sister, who looks like a model and dresses exclusively in clothing from the little known fashion brand called Forever21. She's been living in Times Square over the past week via the Augmented Reality billboard that has been made to get the small label noticed. And noticed they got. With the worlds most popular blogs picking up the story in the last 24 hours.

The billboard relies on Spy camera technology that's usually used in government or security surveillance. Actually, the agency behind it, Space150 had to consult surveillance experts to pull it off.

"If you see the way the computer works, it's like Predator or something," says Billy Jurewicz, founder and CEO of Space150. "Each person has a halo with data." Adds Jurewicz, "The board now is like the iPod 1.0. We're going to be updating this more and more." Future versions, with better cameras, might include the model holding a magnifying glass to the crowd, or picking someone up and holding them up to the face of the billboard, so the entire crowd can get a closer look.

To be honest, I'm not sure if I like his approach towards advertising. It kind of takes engagement to an intrusive new level. Forever 21's "Big Sister" recognises people in the crowd with bags from the fashion label and interacts with them, taking pictures etc...Sure, it's an interesting innovation and one that makes a spectacle in an advertising space a saturated as Times square. It'll probably pick up a few awards, but it's definately a minority report style concept that is bound to become mainstream in the next few years. Scary.

You can read an article which explains more about it from Fast Company, here. 

Via digital buzz blog and fastcompany

 

Filed under  //  advertising   augmented reality   billboard   digital   fashion   innovation   times square  
 
Jun 20 / 4:10pm

Augmented Reality World Cup Banner: the future of online ads?

by Jen Corbett

Worldcupbannerespn

This is how banners should be: simple but engaging. And pretty entertaining for everyone else too. The banner brings you into the game by heading balls towards the goal straight from your webcam.

The banner uses Augmented Reality motion capture technology called ZugMO created by Zugura, BBDO and Zoic Studios for ESPN.com.

It really does make for a different sort of  banner ad that stands out from other online world-cup themed concepts by a mile.

I think it's a great example of how Augmented Reality might hold value for online advertising, in terms of reviving the often dull, mostly annoying world of banner ads.

And it makes me wonder, costs-aside if there is a future in high-engagement online ads, are augmented reality concepts about to take over ?


Would love to hear your thoughts.

 

via digitalbuzzblog

 

 

Filed under  //  advertising   augmented reality   banner   cool   digital   online   world cup