Posts Tagged ‘augmented reality’

August 2nd, 2010

Learn the Art of Airbending, Explore The Four Nations and more!

With just two weeks until release, it seems like a good time to round up our campaign on Paramount’s forthcoming summer blockbuster, THE LAST AIRBENDER. Augmented Reality, interactive apps and virtual worlds. It’s all there.

ELEMENT ACADEMY

www.ElementAcademy.org allows users to learn the ancient bending arts featured in the film in an online academy.  Promoted by an infomercial, available to watch at (www.thelastairbendermovie.com/intl/uk/elementacademy/infomercial/) showcasing the advantages of the esoteric arts in daily life, this campaign makes use of motion tracking technology allowing users to practice their moves on their webcam, and create the effects from the movie right in their home or office.

INTERACTIVE TRAILER

The Interactive Trailer allows the user to explore the world of THE LAST AIRBENDER through hotspots within the International trailer, synopsis, character biographies and information about the four nations is all available to explore within this microsite that can be grabbed, embedded and shareable across Facebook and the social web.

PLAYSTATION HOME

Sony’s virtual world is going from strength to strength and we had the opportunity to run a promotional campaign in Home Square allowing the community to grab some limited edition LAST AIRBENDER t-shirts and also Nation flags to hang on their apartment walls (more info available on our Silverscreen blog)



May 6th, 2010

Iron Man 2 – Campaign Round-up

Even though 2009 was very busy, it has been over a year since we last produced a campaign of this scale. Our work on WATCHMEN involved multiple elements, many interlinked, helping us to deliver an impressive campaign for Paramount Pictures International that has since been recognised by The Webbys.

As IRON MAN 2 hits cinemas around the world, we can now again sit back and digest all that we have accomplished. It’s been one hell of a ride – offering our first grabbable and sharable Augmented Reality experience, a game-changing embeddable interactive trailer and possibly the coolest thing to ever happen in Playstation Home (Joystiq said it, not us).

Read on for the full breakdown…

(more…)




April 23rd, 2010

I Am Iron Man 2 – Augmented Reality

For this year’s early summer blockbuster, ‘IRON MAN 2’ we have delivered an Augmented Reality campaign allowing users to see themselves wearing the Iron Man and War Machine masks. We delivered a similar campaign for Transformers: Revenge of the Fallen but took this opportunity to really extend the technology.

As a result IAmIronMan2.com also allows users to see the HUD view that Tony has when he is Iron Man plus have a conversation with Jarvis using quotes from the movie.

But most importantly, as we live in an embeddable, shareable world, we wanted to make sure user could easily record and share themselves as Iron Man so we integrated the tech to ensure the whole experience can now be recorded and saved to social networks or to their own computer.

Watch the video above, or visit IAmIronMan2.com to try it for yourself.



March 12th, 2010

We Are Autobots on Sky News!

Needless to say, we were pretty chuffed to see ‘We Are Autobots’ make the Metro before Christmas. But we are absolutely STOKED to see it featured on Sky News.

See the clip below (we feature about the four minute mark)

Or watch the abridged clip here…




December 21st, 2009

We Are Autobots Picks Up Augmented Planet Award

We Are Autobots, the Augmented Reality app we put together for the theatrical promotion of Transformers: Revenge of the Fallen has picked up a gong for ‘Best Web Based Augmented Reality App’.

Winning the Readers Choice Awards, run by website Augmented Planet, is a great recognition for our work in AR and is also a kick-ass end to the year.

Next up, The Webbys. Bring on 2010.

[UPDATED 22.12.09] - D&AD has featured We Are Autobots as one of this year’s leading AR campaigns in this morning’s Metro newspaper including a few trusty words from our very own Dan Light.  Click on the image below to read on…




November 10th, 2009

Taking Augmented Reality onto Blu-Ray and DVD

With the Christmas DVD release of TRANSFORMERS: REVENGE OF THE FALLEN, STAR TREK and G.I. JOE, we have been busy developing Augmented Reality (AR) experiences for each title. As frequent readers of this blog will know, we have already produced AR content for their cinema releases so it was essential that the updated versions improved on the three very popular experiences.

TRANSFORMERS II now lets you control Optimus Prime in a battle simulation against Decepticon targets – but only after you have completed the tasks necessary to return Optimus to battle ready status. You can now see a full model of Optimus as well as examine his main weapons.

Check out the below video for a preview of the experience and check back in the next week or so for more info on the Star Trek and G.I. JOE experiences still in production.

STAR TREK has been divided into three separate AR experiences: A condensed version of the tour with emphasis on firing the weapons and Warp engines. A wonderfully simple flying game where you launch the Enterprise into the room and watch it fly around your head and a 3rd person navigation exercise where you can test your reactions as you negotiate your way through asteroids and laser fire.

G.I. JOE was always going to be a desktop fighting game – the perfect fit for a title of such palatable aggression and action sequences. As with all our Paramount AR developments we used 3D models from either the film or the official game to deliver the best possible experience. For this game the challenge is simple (even if its execution takes some practice) – choose to fight as Snake Eyes or Storm Shadow then battle your sworn enemies…

Augmented Reality encourages the users to interact with the product in a way which they previously could not. It changes the relationship consumers have with packaging; previously it could be seen as a means to an end, simply a way of protecting and delivering the product. However in using the packaging to launch official, original content we can raise the value of what is being purchased to a much higher level.

Click on any of the images above to check out the individual experiences




September 10th, 2009

Revolution’s Top Augmented Reality campaigns

Augmented Reality has certainly been a hit in 2009, ending up being a part of marketing campaigns across almost every industry. Some think it’s just a fad, they might be right. But they might be wrong too. Time will tell.

Either way we have, and will continue to have, a blast working with it.

Revolution Magazine has put together its top AR campaigns list and our ‘We Are Autobots‘ AR experience stars at number 8. Nice.

The Full List.

Strangely this did not make the Top 10.




July 17th, 2009

Going Where No DVD Has Gone Before

Earlier this year we developed one of the first ‘augmented reality’ (AR) applications to be used as part of a major theatrical film marketing campaign. Experience The Enterprise used AR to deliver a virtual tour of the Starship Enterprise in the palm of your hand.

Those forward thinking guys at Paramount were so impressed with the application; they want buyers of the DVD and Blu-Ray to join the party too.

As Variety is reporting this morning, Paramount Home Entertainment’s “Star Trek” DVD and Blu-ray release is about to again boldly go where no one has gone before.

“With the packaging feature dubbed “augmented reality,” consumers will be able to hold their disc packaging in front of any standard webcam to unlock an interactive hologram on the computer screen, through which they can tour five cabins on the Enterprise, even shooting enemies from the ship’s deck.”

Users will have to log in to a website to access the feature, but they control the hologram by holding the disc packaging.

“If you took the visual cue in the package and turned your hand, then you’re turning the ship,” Paramount Home Video senior VP of brand marketing Bob Buchi said.”

We are really pleased to be working with Paramount Home Entertainment to deliver this experience and that our original application is able to have a life beyond Star Trek’s theatrical window.

Variety’s article has gone on to be picked up on some pretty substantial sites today including The Guardian,
ComingSoon, Trekmovie and i09.




June 23rd, 2009

We Are Autobots

Presenting the promo video for our latest augmented reality initiative – We Are Autobots:

Also great to see this and our work on Star Trek making prime time news in Portugal:

Both projects were very exacting, especially given that each was put together and deployed in around four weeks.  Ultimately we had a lot of fun with them though, and we’re already talking about what’s next.




May 8th, 2009

These are the voyages

With Star Trek docking today in cinemas worldwide, I figured it’s time for a round-up of our work on the international online campaign.

EXPERIENCE THE ENTERPRISE

Of everything we’ve put together for Star Trek, probably the stand-out piece of work is this augmented reality version of the Starship Enterprise:

From the official press release:

Visitors to www.experience-the-enterprise.com have the opportunity to take an extensive five minute tour of the Enterprise, including testing the ship’s weapons systems, impulse engines and warp drive.

Continue reading…