Augmented Reality, the new technology of the creative industry?
Grand Visual, a Creative Industry in London, has the answers.
There he stood, a living Tupac. He does what he does best, the crowd goes wild overrun with emotions. Goosebumps run down my back.
Appearances by a dancing Michael Jackson and singing Whitney Houston follow in the coming years. It’s as if the dead had been revived.
No one knows how to make sense of it. Some people called it holograms, others a holographic image.
Fast forward to 2017 and we know the technology that was used was AR — augmented reality.
But what is AR? Dictionary.com says, “AR is a technology that superimposes a computer-generated image on a user’s view of the real world, thus providing a composite view.” That’s nice but I need something more specific.
“Augmented reality is the integration of digital information with the user’s environment in real time. Unlike virtual reality, which creates a totally artificial environment, augmented reality uses the existing environment and overlays new information on top of it.” (http://whatis.techtarget.com/definition/augmented-reality-AR)
Augmented reality apps are written in special 3D programs that allow the developer to tie animation or contextual digital information in the computer program to an augmented reality “marker” in the real world. When a computing device’s AR app or browser plug-inreceives digital information from a known marker, it begins to execute the marker’s code and layer the correct image or images. (http://whatis.techtarget.com/definition/augmented-reality-AR)
Ah, now I understand. But to put it into practice. The most recent obsession that has been created with Augmented Reality technology Pokémon Go.
Augmented Reality is a rapidly growing field. According to International Data Corporation (IDC), worldwide profits for the Augmented Reality and Virtual Reality market will increase from $5.2 billion to a woping $162 billion in 2020.
I was fortunate enough to be able to visit Grand Visual, a London creative agency, to see how AR is being used in the creative industry.
Dan (pictured above), Chief Creative Technology Officer of Grand Visual, says that he’s asked all the time about what is the next emerging technology. His response is always the same.
“We cannot let technology rule creativity and we cannot let creativity rule technology. There has to be a fine balance. The two have to work together.” (Dan, Chief Creative Technology Officer, Grand Visual)
For Grand Visual, Augmented Reality is not always the answer. The story has to be told in a meaningful way and in some instances, AR is not the appropriate medium.
“We would never use technology for technology’s sake.” (Dan, Chief Creative Technology Officer, Grand Visual)
For Dan, AR is not the answer for all projects. For him, it depends on the project and no one technology is the future of advertising and all technology is the future of advertising.
Although AR is a rapidly growing field and technology, for Grand Visual, it depends on the circumstance and story for it to be used.
Grand Visual is a creative agency in London. Examples of their work can be seen here.