Augmented Reality (AR) is when Computer Generated Imagery (CGI) sits on, interacts and blends with real world environments. Where Virtual Reality completely replaces it, Augmented Reality only partially alters (augments) it.
AR: Live Streams
Augmented Reality can be seen in any live media, as its key element is CGI interacting with live footage. Last year, we saw it on Strictly Come Dancing during one of Bill Bailey and Oti Mabuse’s dance, when an AR elephant appeared on the dance-floor with them.
Just like this, we work with artists to add an extra dimension to their live streams. We layer CGI over the stream to create a more exciting experience that couldn’t be possible in real life. It can be videos, audio, animation, graphics and 3D images, and can be integrated into both traditional live streams and 360˚ live streams.
AR: Social Media Effects
The most popular use of this is on social medias like Instagram, where users can take videos and photos that are digitally altered as they're taken. Known as effects and filters, these might be altering the look of someone; transferring their face into your media (as shown by Glass Animals); or placing objects or stickers in their real environment ‑ to name a few. We love creating interactive album artwork: when people scan an album cover with their phone on a social media app it comes alive and shows them exclusive content.
We're seeing more and more musicians creating effects for social media that help promote a new release or tour, as fans play with the effect and share it to their 100's (or 1000's) of followers, organically leading everyone back to the creator's profile.
AR: Web Applications
Augmented Reality isn't limited to social media, and more complex designs need their own Web space.
For Sam Smiths release of 'Diamonds', they worked with Spotify to create an AR Web page that people scanned on another phone to reveal a digital Sam Smith dancing on their phone. Concepts like this mean that we can have global superstars dancing on our own kitchens.