Spring Rocket Logo Reveal / Animation from Spring Rocket on Vimeo.

Over the past few years 3D projection mapping has emerged as a premier canvass for artists & technologists to showcase dramatic, interactive art installations all over the globe. 3D projection mapping projects have been using building exteriors as the ultimate canvass for displaying this work.

For the uninitiated, 3D projection mapping involves mapping a 3D graphic display (in this case a 3D Animation) over a 2D plane (in this case the side of a building). 3D mapping animation projects are made to look like the action is unfolding on the side of a building.

Recent installations have included dramatic live action video of the side of a building crumbling, vehicles crashing through the side of a building and brick buildings made to look like the inside of someone’s apartment. In short, 3D mapping has proven to be the perfect bridge between art and technology.

Some Examples: 

White Kanga: The Gold Standard in 3D Projection Mapping: 

 A popular artist’s collective based out of Poland, specialises in large-scale interactive multimedia installations. One recent installation featured robotic servos that dynamically interacted with the surface of a projected surface. Essentially, the robotic images were able to shape-shift in real time, while floating white boxes in the video transform into metallic images creating a dynamic augmented reality experience for the viewer. Check out a recent project:

Playstation:

The gaming console giant recently unveiled a series of 3D-mapped ads for their upcoming “ImmersiveMovieExperience.”  All videos were designed by The Found Collective, a collective of artists, designers and creative visionaries based out of London.This series of impressive 3D mapped videos were all shot with real-time tracking, no special effects and within a single take. You can view more by watching the below demonstration:

Hot Wheels Projection Mapping (Sydney)

In 2011 Hot Wheels lit up Circular Quay, showcasing groundbreaking 3D projection technology at Customs House in Sydney. The notorious Hot Wheels™ Skull Racers shattered the facade of Customs House as they competed in the ultimate speed racing battle. The projection featured footage of the world’s fastest vehicles in a stunt ridden challenge, travelling through the Customs House facade and into a fantasy world. Hot Wheels fans, young and old, were kept on the edge of their seats as the racers smashed their way through one of Sydney’s most historic buildings. View a demonstration below:

 BMW: 

In 2010, the German automobile maker famously displayed 3D-mapped videos on buildings all over the world and broadcasted their campaigns on the web for millions to see. The most notable of the campaigns was broadcast in Singapore on two adjoining buildings at an intersection. The breathtaking scene was an animation made to match the brick on each building. The video then displayed hands removing brick from each building, and spelling out “Joy is BMW” in white brick lettering. You can see a demo below:

3D Projection Mapping For The Advertising Industry:  

3D mapping has evolved into much more than a vehicle for independent artists. The advertising world has discovered the promotional benefits of 3D mapping. Basically, this new technology, while not cheap or easy to produce, has proven to be way more effective than traditional billboard campaigns, and is expected to completely transform how companies engage in outdoor advertising campaigns.

Conclusion: 

While these 3D Projection Mapping projects were all done on a large scale, it’s becoming likely that this interactive, multimedia experience will reach the home entertainment industry. Artists and digital designers will create sophisticated multimedia experiences that people can experience in the comfort of their own home. Additionally, advertisers and marketers may use this design medium to reach consumers in new and meaningful ways that were previously inaccessible, and unimaginable. Art, technology, entertainment and commerce will intersect seamlessly through this new multimedia medium. Come and talk to us about 3D Projection Mapping. Use the animation content across web, mobile,  out-of-home & social!

While there’s nothing new about augmented reality as a technology, it is definitely becoming a highly sought after request when it comes to content & application design. AR is making waves in the mobile development community as more and more programmers utilise AR as the interactive weapon of choice. For the uninitiated, augmented reality (AR) is technology that blurs the line between computing environments and the real world. Not to be confused with virtual reality where a user is fully immersed into a virtual world, AR is primarily creating an environment that emulates the real world. Imagine walking down the street with a pair of AR glasses on, and while you’re looking at landmarks in your town, links to a restaurant review on Yelp pop up, or there are suddenly characters that appear and begin interacting with you or your phone. This is essentially what AR is all about – augmenting the real world with virtual applications to enhance the real world & the user-experience.

It’s not surprising that augmented reality is being so heavily utilised in IOS  & mobile development. Mobile is clearly the hardware preference of choice when it comes to campaign planning and design for marketers and technologists. I-phone developers have hit the ground running in the IOS dev game. Why? Because Apple’s IOS-based gadgets are getting smarter by the day, transforming what was once a sluggish enterprise – augmented reality apps for IOS  – into lightning fast, “smart” application environments.

IOS Programmers are wasting no time at all jumping on the AR bandwagon. It shouldn’t surprise that the bulk of IOS-powered AR apps are of course games. As the IOS app world becomes more interactive, AR integration into iPhone gaming environments makes complete sense, but it doesn’t stop there. Business and e-Commerce app developers are making use of the AR phenomenon. Realty companies and user-generated review app developers are using AR to create a more active and engaged environment. The bottom line is that AR is opening an exciting, unchartered app market for IOS designers & developers.

Getting to the Bottom of the New Age of IOS Augmented Reality Programming.
The big question is, what exactly sparked this transformation? Well, technically speaking vibrational gyroscopes. Since Apple started putting them in the iPhone 4, a whole new world has opened up to IOS app developers everywhere. For the uninitiated, the vibrational gyroscope tells your iPhone which way is up, down, left and right. The gyroscope phenomenon coupled with a built-in GPS and a compass, and you have all the right ingredients to make powerful augmented reality apps for many creative industries and applications.

 Five Cool Augmented Reality Apps That You May Not Know About:

 1. Wikitude – The big idea behind Wikitude is fairly simple. It uses your phones gyroscope, compass and GPS to point you to relevant Wikipedia entries for nearby landmarks and locations. It makes sense why the developer refers to the app as the “world browser.” You simply open the app, hold your phone up in the air, and watch as nearby Wikipedia entries populate your screen. Naturally, the app works best in big cities with lots of famous points of interest. But you just may surprise yourself with what you don’t know about your hometown.

2.Spyglass – Spyglass is an augmented reality app built specifically for geeks. It’s essentially  a                                      compass, GPS and rangefinder all rolled up into one. The app gives you more detailed compass                    readings than anyone would ever need. You can check the exact location of the sun and moon, and      you can also  check the incline on a steep hike.

3. ZipReality – ZipRealty is quickly becoming the premieir augmented reality IOS  app for real estate. According to BusinessInsider.com, ZipReality has over a million listed homes for sale in upwards of 25 different major markets. Through the app’s homescan feature, you can get info on homes for sale in real time as you’re strolling through your favourite neighbourhood.

4. MetroAR – MetroAR is a Godsend for hipsters who rely heavily on public transportation in major cities all over the world. The app’s purpose is simple but incredibly useful. It helps you find all the nearest public transportation stops in your city.

5. Yelp –You’ve probably heard of Yelp. But it’s likely you aren’t using the app’s augmented reality features. All you have to do is open the app, tap on the “monacle” feature, and nearby restaurants and businesses will appear on virtual floating business listings with ratings and their approximate location.

What This Means for IOS Development:

As with anything to do with new technology or mobile, it comes down to proper planning/design & technical validation pre-production. But the big idea is that IOS technology is changing. iPhones are becoming smarter, and apps are expected to keep up. Since augmented reality is all the rage, it’s no secret that the iPhone app store will continue filling up quickly with apps boasting top of the line AR features throughout. One thing’s for sure, mobile developers will need to develop these capabilities in-order to stay competitive. We love AR for mobile, out of home & In-store.

@ Spring Rocket, our foundation & DNA is built around the experience, be it mobile,  web, in-store or out of home. We are built on the idea that engaging experiences create word-of-mouth, cement loyal brand ambassadors and help champion a company’s brand and products. We strive to deliver experiences and outcomes comparable to Walt Disney’s Imagineers.

Here’s a guide to interaction / experience design that I have researched and written.  This is aimed to be a tool/framework for creative, technical thinking, and for traditional advertising agencies who are still rolling out edm’s & micro-site campaigns on a daily basis. We would love to chat about create engaging content and experiences. Enjoy, Mark Butt.

Walt Disney Imagineering (also known as WDI or simply Imagineering) is the design and development arm of the Walt Disney Company, responsible for the creation and construction of Disney theme parks worldwide. Founded by Walt Disney in 1952 to oversee the production of Disneyland Park, it was originally known as WED Enterprises, from the initials Walter Elias Disney.^[1]

The term Imagineering, a portmanteau, was popularized in the 1940s by Alcoa to describe its blending of imagination and engineering, and adopted by Walt Disney a decade later to describe the skill set embodied by the employees of WDI, known as Imagineers.

Imagineering is responsible for designing and building Disney theme parks, resorts, cruise ships, and other entertainment venues at all levels of project development. Imagineers possess a broad range of skills and talents, and thus over 140 different job titles fall under the banner of Imagineering, including illustrators, architects, engineers, lighting designers, show writers, graphic designers, and many more.^[1]

I think its safe to stay that Disney has a pretty good gig going on. Interactive, multimedia, rides, real talking robots, and the deepest pockets a mouse has ever seen. There is no doubt about it, Disney productions have captured billions & billions of views over the past half a century. Any advertising agency would be fantastically successful with a fraction of their views. You don’t have to build your own theme park to apply some of these hard-earned lessons in interaction / experience design. The following principles are derived from Walt Disney Imagineering: A Behind the Dreams Look at Making MORE Magic Real, written by The Imagineers.

1. Storytelling is everything!

Colour, check. Motion in frame, check. Balanced forms, check. But in the end, even the abstract section of Fantasia told little stories. Compare this Do’s & Don’t list of Disney storytelling against your own agencies recent ads. Does your work fit in the Disney mould, and if not, why not?

•  DO choose length wisely (and inform your graphic recorder *wink*).
• DO be careful about claiming someone else’s story as your own.
• DO use inclusive language (be careful of acronyms).
• DO use plain-speak.
• DO practice (If you say you will make 3 points, you want to remember to state all 3).
• DON’T begin with “I want to tell you a story.”
• DON’T characterize the story as “This is a really funny story.” The audience can decide.
• DON’T muddle the point by fussing with statistics. It just matters that action happened.

2. Eyewash

The official definition of “eyewash” is “Graphics and set work that add atmosphere to an area but do not draw too much attention; for instance, the labelling on crates in Tom Sawyer Island.” It’s close to the visual equivalent of “back story” in acting. The performance is enhanced by thousands of little details the audience may never be aware of.  Take the time to make your work believable, even if it means you have to believe in it yourself.

3. Recycle your brain

You work all night, make your pitch, and the client hates it. Is all that time wasted? It doesn’t have to be. Nature reuses everything, and Disney isn’t far behind. Take a look through this video of movements recycled on different character frames. Sure it saves money, but the underlying message is: Trust yourself. Your creative engine produces quality if you can just process it through the right design.

4. Synesthesia

The idea behind interactive design is that passive visuals activate one region of the brain, while moving sights and sounds fire off neurons all across the mindscape. There are three more senses to go, and Disney works them all. You don’t need restaurants and guys in Goofy suits, you need to bring as much sensory data to the limitations of your media. Try to get across how a smell looks or a sound feels. A design studio in Brazil found a way to create a touchable logo for the Paralympic Games. In this case, it is perfect way to communicate accessibility.

5. Recursive ornamentation

This builds on the first two principles. Excessive ornamentation is gaudy. Recursive means going back into the design and telling more stories by elaborating on finer details. Disney films are not for kids. That’s where the imitation animation studios got it wrong. Disney is known for its attention to details & diversity, for different age groups, for higher levels of understanding, alternate for alternate focus. Apprentice imagineers are commonly instructed to widen their knowledge base so they can bring it all into play.

No matter what Disney says, it’s not magic. These are carefully honed strategies & tactics designed to achieve specific effects and outcomes. That doesn’t make the productions any less magical, but it never hurts to remind yourself that in the end it’s all a show and that entertainment itself is the ultimate measure of a campaign’s success.

The activation was on tour from April 19th – April 22nd, specifically through New Jersey, Illionois and California. This campaign was highly successful in increasing the awareness/reach of the ‘Frozen Planet’ DVD series, as well as the new BBC/Discovery channel.

The impressive video quality of the Augmented Reality experience allowed visitors to interact with virtual polar bears, seals, penguins and even orcas.

Killer campaign!

Angry Birds – Interactive Table Installation from Spring Rocket on Vimeo.

We recently designed an interactive table concept,  with a  suite of applications and functions. We have recently developed our first prototype of this technology. In this example, we have created an angry birds game that is played through the table. If you would like an interactive table with custom applications, get in touch.  We’re keen to hear your thoughts

The Untitled Cafe – Animation from Spring Rocket on Vimeo.

Welcome to Spring Rocket!

We’re an interactive design and retail activation agency based in Melbourne, Australia. It’s been a long journey getting here but we’re finally live and looking forward to working with some fantastic clients on exciting new projects and campaigns. We’re young and impressionable but backed by some of the best creative, motion and technical specialists. We love coming to work and get a serious buzz out of creating new media and cutting-edge applications. Get in touch to learn more about our background and how we can assist you and your organization.