Augmented Reality — A New Era is Born!

What is this new “buzz” word hitting newsstands, movie theaters, music videos and cell phone technology? Its origins can best be traced back to the invention of virtual reality. As early as 1962, Morton Heilig, a cinematographer, created a motorcycle simulator called Sensorama, which allowed its user to simulate visuals, sounds, vibrations and scents. In 1966, Ivan Sutherland introduced the head-mounted display, followed by Myron Krueger’s Videoplace in 1975. With each new implementation, as well as countless others, what we now know as Augmented Reality was born.

It wasn’t until the early 90s, that the term “Augmented Reality” or “AR” was actually coined, by Tom Caudell. Even though the definition for AR has been defined and redefined many times, its purpose remains the same — to give real objects and space more meaning. In contrast to virtual reality, AR is not a simulation of an object or place; it is image recognition technology that enables viewers to expand their knowledge of a particular object or space in real time. It adds data about a specific location; its history or other content that can make an experience more meaningful, beyond anything the user would have without it.

How does it work? Most modern AR use devices such as digital cameras, optical sensors or GPS as part of image recognition technology. These combined with head mounted, hand held or spatial displays, project visual, audio, or text-based information into the user’s field of vision, corresponding to an object or location. In other words, the technology is designed to “see” its surroundings while simultaneously projecting additional and relevant content.

What industries are using Augmented Reality? Doctors use it to superimpose an image over a patient’s body to locate a tumor. Pilots use it to provide valuable information about location, weather patterns or surrounding terrain. Museums use it to tag exhibits with interesting historical content and other valuable information visitors may not get from viewing the exhibit alone. Most recently, John Mayer released one of the first AR music videos. As AR continues to become more “Mainstream”, more industries can implement new and innovative ways to enhance awareness, knowledge and experiences for its consumers.

Why is it significant? Every object or place has a story and valuable content. When the viewer is allowed to interact with this content, it makes for a more meaningful experience. Imagine traveling to a foreign country, not knowing the language or directions. Augmented Reality can provide more information about the surrounding area, its history, interesting facts and even help guide the user to where they want to go. For students, AR can document findings on a particular subject, which then could provide future generations with a deeper understanding of the subject matter. The possibilities are endless.

Augmented Reality can also benefit retail, entertainment and consumer product companies with new and more effective ways of reaching customers beyond traditional forms of advertising. Posters and other outdoor advertising in conjunction with Augmented Reality can offer immediate promotions relevant to their customers needs and desires. The iPhone has put this to great use with their Augmented Reality apps, such as Layar, Wikitude, Robotvision, Yelp Mobile, Urbanspoon. These apps use image recognition technology combined with a GPS and a compass to display information about a city, business, or point of interest just by viewing through the iPhone camera. This technology is revolutionary for businesses, because it offers new ways to reach customers with more personal contact.

Entertainment studios have utilized this technology in promoting upcoming movies and events. A great example was Focus Features’ outdoor Interactive Storescapes for Coraline. What is so interesting about this piece is that it is more than just a poster, it is an art piece and an installation. One particular display, features a mirrored surface on the outside of a store window, which, as people walked by, their reflection would appear with buttons in place of their eyes. While simple, the display grabbed attention; it brought awareness for the movie, and gave the user a more memorable experience. Thus, breaking through the media clutter and effectively introducing the film.

CLICK HERE to see video of the Coraline Outdoor Displays

The advent of Augmented Reality may also prove to be the answer “print” needs to stimulate new energy. With increasing popularity for the web, emerging interactive technologies and the widespread concern for a sustainable environment, magazines, newspapers and other forms of print publishing have become less efficient. Packaging is getting smaller. Brands are becoming more eco-friendly. And, as businesses such as Netflix, X-Box and other online book companies continue to arise; the need for printed DVDs, books and games is becoming obsolete. This leaves an added challenge for graphic designers to not only create new and fresh ideas, but to do so in an efficient and socially responsible manner. Augmented Reality may be a viable answer.

In early 2009, Menagerie Creative was hired to develop the home entertainment packaging and advertising campaign for the global release of Night at the Museum 2: Battle of the Smithsonian. Our team instantly recognized the perfect opportunity to propose concepts implementing AR in our creative exploration. To effectively capture the essence of this movie, it was imperative to portray the characters coming to life, Augmented Reality was the perfect vehicle to accomplish this. With the addition of a computer and a web camera, a stationary picture comes alive and interactive within the user’s hands. See the results of this creative, Sunday, November 29, 2009 in the L.A. Times and other newspapers nationwide.

Other examples of Augmented Reality continue to evolve in advertisements for the Mini Cooper, Walmart, General Electric and other properties such as Transformers and Star Trek. With each new implementation, Augmented Reality becomes more popular and increases its momentum with full force.

In the spirit of this emerging trend, Esquire Magazine has devoted an entire issue to Augmented Reality. The cover features Robert Downey Jr. sitting on this odd, irregular, pixel-like graphic known as a fiducial. It is this symbol that when placed in front of a camera activates image recognition technology and Robert Downey Jr. comes to life. Plus, the inside features five more ads employing Augmented Reality, including fashion, entertainment and even a photographer’s portfolio. This magazine is the first of its kind and will surely bring in a new era for print advertising.

What is the future of Augmented Reality? Computers and wireless devices are becoming increasingly more powerful, more widespread yet less expensive. New opportunities continue to arise offering more individuals greater knowledge, increased awareness within the convenience of one’s home or personal device. AR is leading the charge in creating a future filled with choice, accessibility and an enriched experience.