3D film

Summer intern Esther Montero takes a look at the latest 3D cinema releases and how the revelation of 3D is changing the world of cinema.

Even though 3D film has existed in some form since the 1950s, it had always been a novelty rather than a norm due to the costly processes required in production. Only recently have 3D films become more popular, giving audiences a new experience. 3D film came to a head last winter with the blockbuster release of Avatar – a huge success in many countries – boosting the public appetite. Since then a number of 3D flicks have been released and are in production. Pixar released Up last year and followed it this year with Toy Story 3, both of which have achieved huge success. DreamWorks is working on Kung Fu Panda 2 (to be released May 2011).

Avatar

Released in December, Avatar was the first mass scale 3D film of the new era. It changed the public perception of 3D and broke records with the incredible takings of $4.8 million just on the opening day in China.

I have seen Avatar in both 3D and in 2D and I definitely prefer the 3D version. The 3D experience is certainly more engaging and really makes you feel like you are one of the Avatars in Pandora!

Shrek 4

This DreamWorks film was released in July with a £43 million opening in the UK (£10 million more than its nearest competitor: Sex and the City 2). This is the latest (and final) instalment in the Shrek series, although it’s unfortunately not the most successful one.

Although the film received mixed reviews from critics, younger audiences found the 3D version exciting and funny. They loved seeing their favourite characters looking more alive than ever and even enjoyed wearing the 3D glasses!

Toy Story 3

Eleven years after the last instalment, the third film in the Toy Story trilogy has finally arrived. With a £21 million opening in the UK it became the second biggest British opening weekend ever.

Everyone I saw leaving the cinema either had a huge smile on their face or tears in their eyes. There is not enough praise for what Pixar have done for their medium in my opinion.
- Guardian Film Blog

I would definitely recommend Toy Story 3 3D for the lively characters and jokes!

 

The world of cinema is certainly changing, over the past twelve months we’ve seen a real increase in the number of 3D releases. It looks like 3D film is finally becoming a valid medium; audiences and studios are taking it seriously. We might see a day soon where the 3D film becomes the rule rather than the exception.

There are plenty lined up for release this year. The final Harry Potter films will be released as two 3D films, the first due in November. But if you can’t wait for then try Piranha for a dose of 3D thrills.

Augmented Reality

We're always looking at new technologies: recently we've been exploring Augmented Reality. But what is AR and how is it used in practice?

What is Augmented Reality?

Augmented Reality (AR) is a term used for technologies that essentially display a live view of the real world overlaid with virtual elements – ‘augmenting’ the view. It's generally in real-time and in context with the live environment, which means the real world surrounding the user can become digitally interactive and usable.

Generally AR falls into one of three categories; practical, educational or recreational. You probably see AR more often than you'd expect, it's been a part of our everyday lives for some time now. Common examples appear on TV all the time, particularly in sports coverage – advertisements seemingly painted onto the pitch during a cricket match and virtual lines added to a swimming competition. These examples could even be considered ‘traditional’ AR, but the technology is increasingly being used online and in mobile services (specifically for the iPhone). The number of new augmented reality applications released for the iPhone in July 2010 was 54, which brings the total augmented reality applications available in the iTunes store to date to 605.

We’ve selected 15 of the best AR examples around, for both web and mobile. They show that AR can be useful for things you already knew you needed, as well as for some of those you didn’t…

WorkSnug

Ideal for freelance workers, this app allows you to find your nearest free WiFi, from coffee shops to rent-a-desk office spaces.

Pocket Universe (below, left)

Ever wondered what that constellation is in the sky? Well, point your mobile phone camera at the sky with this app activated and it will tell you all you ever need to know.

DishPointer (above, right)

Originally used by satellite engineers, this app is now available for all to use. Similar to Pocket Universe this app allows users to pinpoint satellites in the sky instead.

Car Finder (right)

Have trouble remembering where you parked your car? This app lets you lay a virtual marker when you park your car so that when you need to find it again, the app can visually guide you back, pointing you in the right direction.

Tube Guide (London)

Never get lost in London again with this mobile phone app. Once activated it will use the mobile phone’s camera and highlight all the nearest tube stations as floating billboards.

Acrossair (New York)

As with the London example above but for New York, this mobile phone app will highlight all the nearest subway stations to your current location.

Urbanspoon

Although this application has been around for some time now, the AR dimension to it is relatively new. Use your smartphone's camera and the app will overlay your nearest restaurants, which can be organised by type/location/price, etc.

mTrip Travel Guides

This app will overlay all the nearby tourist attractions, restaurants, shopping and hotels on using the mobile phone’s camera.

Audi calendar

An automotive example from Audi. For their 2010 calendar, they created an unexpected experience by printing the calendar purely as landscape images with no cars. They then invited people to download the iPhone app that would allow the calendar to be activated though AR, adding the vehicle images to each page of the calendar.

Tissot watches

A computer example this time. Tissot’s AR product experience for their Swiss watch collection has a very clear benefit to the user. Simply print the marker (in this case a cutout of a watch), place it around your wrist and point it at your webcam to activate the ‘AR watch’. It's the perfect way for you to suss out your new wrist-wear.

Forever21 – creating buzz in Times Square

A promotional example this time. Fashion brand Forever21 used a digital billboard in Times Square to get people talking about their brand. A combination of a pre-recorded video and AR was used to make it look like a girl was literally taking a photo of the watching crowd. The AR software also identified people to composite them into the interactions with the model taking the photo in real time.

Olympus PEN

Olympus created an AR demo of the PEN E-PL1 to allow users to virtually test drive the camera. The user holds the special Olympus QR card in front of their webcam; on screen it’s replaced with a dynamic 3D Olympus E-PL1 allowing the user to interact with the camera controls, take photos, shoot video, try the flash, remove the lens and even play with the in-camera effects.

Jade Jagger

Another try before you buy example, this time from Jade Jagger http://www.jadejagger.co.uk/ & Indiska http://indiska.com/ in Stockholm. It’s a virtual dressing room AR engine (again using marker technology) that allows users to practically see what garments will look like before purchasing.

Ray-Ban Virtual Mirror

Yet another try before you buy app, this AR example from Ray-Ban allows potential customers to ‘try on’ sunglasses before purchase.

US Postal Service

In order to allow people to purchase the correct sized packing box for their parcel, the US Postal Service created a site where users could print off a marker and hold it up in front of their webcam next to the object they wished to send – the box size could then be compared to the object to see if it would fit. A genuinely useful AR application!

The above examples show there is an opportunity for brands to use AR to increase engagement with their products and services – and if it’s done well, the benefit to the brand can be enormous. However, the application of AR seems to work best when it serves a practical purpose, and is not just used for the sake of using it.

The skater and the mathematician: what better partnership?*

Every Monday morning the creative department gets together to be inspired by great ideas, the latest technology and innovations in advertising. This Monday was no exception – Pete Hellicar and Joel Lewis (Hellicar and Lewis) were invited to share their thoughts.

They spoke about their background, introduced OpenFrameworks and showed the variety of mediums they work with creatively. Not only are their credentials impressive, but their attitudes are inspiring and their goal is to bring advertising to life. Interactivity is a fundamental element of their work. Each of their projects involves participation and engagement from the audience as they feel this is the way to create more memorable and valuable experiences.

"We like to take people in the moment… that's the only thing that we all have. It's an interesting place for all kinds of projects - commercial and artistic."

All of Pete and Joel’s work is made public on OpenFrameworks once it has been used. They chose to do this to ensure that they are not defined by one specific piece, or wedded to one software programme while also building a reputation for creating original ideas.

Another unique aspect of Hellicar and Lewis' work is their notion of self-supporting ˈfeedback loopsˈ. They believe that their work should feed itself without needing to generate reports or evidence.

Their V&A 'Mirror, Mirror' exhibition (pictured below) took thousands of pictures of people of all ages enjoying their camera masks, proving the project engaged and entertained visitors.

They’ve delivered several large interactive projects. Their work includes an Interactive Architectural Scale installation on Auckland’s Ferry building, which allowed the public to create large silhouettes and images on the walls. Another installation, for Diesel:U:Music was a light show that responded to the audience, creating a truly spectacular visual.

OpenFrameworks, mentioned above, is a way of working that suits Hellicar and Lewis. The programme is a C++ creative coding toolkit that allows individuals to create fascinating digital work and share it with a community. However, there are certain restrictions when using these concepts and tools for marketing and advertising activity. But, if you want to learn how to use this software, Joel and Pete run a workshop – is there anything they don’t do?

Make sure you have a look at http://www.hellicarandlewis.com/ for yourself and check out some of their fascinating work. Following their philosophy of trying new things and experiencing all media, a link to their latest endeavour – a local radio show – can also be found on the website.

*Pete is the skater and Joel is the nerd mathematician.

Written by David Austin, a marketing student currently working in the creative department on a summer work placement.

WUNDERMAN SOCIAL MEDIA UNIT GROWS TO 20

Wunderman “Ninja” social media unit grows to 20 with the addition of a developer and blogger outreach agent. Opened in May with 17 people the team work as a cross agency unit developing social media activity for Ford, Nokia and Land Rover. Headed by Jon Wade, Wunderman’s digital strategy director and Catherine Hornby, business director, the team is gathered from a variety of backgrounds including search, professional blogging, politics, account management, creative and strategic planning.

The Ninjas worked on the launch of the new Range Rover Evoque, their efforts resulted in Range Rover being a top-ten trend term on Twitter and over 70,000 YouTube views of the branded channel the week of unveiling.

Tasked with capturing search engine results pages (SERPS’s) and generating increased traffic to client websites, Ninja is a conduit to increased advocacy, broader awareness and ultimately greater brand recognition.

Brendan Tansey, Wunderman CEO says of the new unit: “The Ninja team is a force for further change in our business. In keeping with the Wunderman DNA, we only got into the social media business when we worked out a way to monetise it for our clients.”

Wunderman is in conversation with several other clients including Procter & Gamble, Microsoft, and Lufthansa with a view to having Ninja develop their online focus.