The Power of (Augmented Reality) AR

I remember the days when I used to attend Siggraph (short for Special Interest Group on GRAPHics and Interactive Techniques).
That was back in the early 90′s, at these events there was much talk about AR, but nothing came close to what AR has
advance in the years. The term-augmented reality is believed to have been coined in 1990 by Thomas Caudell, an employee of Boeing at the time.

What is AR (Augmented Reality) is a term for a live direct or indirect view of a physical real-world environment whose elements are augmented by virtual computer-generated imagery. It is related to a more general concept called mediated reality in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. To learn more click here.

This particular AR project came together after two internal creative teams competed in putting together ideas for an AR (Augmented Reality) experience, that will show our strong branding abilities in the Advertising Healthcare space.

I was fortunate to be in the team that was awarded for best idea in AR. And this is where this project was born. I dig into my
passion of comic books, and history of superheroes, and went through case studies to help illustrate both the ad, which is the marker.
The marker triggers the experience. If you are unfamiliar with AR please learn more about it here.

As my case study continued, I was emerged into sketching, searching for talent to make this final peice come together with the help of
our Art Buying team, Motion Graphics, Audio Engineering and Developers. I was assigned to handle all Creative Direction along the side of my ACD Juan Gallardo,
which together we created this magnificent visual AR ( Augmented Reality) Microsite.

Here are few case studies, before we landed on the final piece. To help you visualize the hardwork that was put into this micro site. Our deadline was less than a month. I still can’t believe it that we made it. The first days of brainstorming on the early mornings and coming to the end and here’s the final product.

Storyboard done in Illustrator by: Marisol Oberzauchner [We hired a comic book artist to do the final sketches]

Magazine AD done in Photoshop by: Marisol Oberzauchner – The final domain was changed to http://brandsuperheroes.com/experience/.
[The final Ad was Designed by our Print Department for Med Ad News for the 21st Annual Manny Awards ]

Overall this project was allot of late nights and rock blocks, both creative/ technology that need it to be overcome before our set launch date.

I leave you with this quotes, which help me through this whole experience.

“Disciplining yourself to do what you know is right and importance, although difficult, is the highroad to pride, self-esteem, and personal satisfaction.”

The experience was a lesson to be learned, but the overall gratification has no value. I hope you can enjoy it, and remember you’ll need a video camera and a printer to print the marker and experienced the (Augmented Reality) AR. Here’s the final product. Click on the image or click here to visit the website. Thanks for reading, I hope you enjoy yourself becoming a superhero, I know I did. Cheers. Marisol Oberzachner

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