FOX Spain's Augmented Reality Experience Wows TV Fans
Laura McQuarrie — December 22, 2014 — Pop Culture
To promote wildly popular TV shows like Marvel’s Agents of S.H.I.E.L.D., Homeland, Sleepy Hollow and The Walking Dead, FOX Spain took the average augmented reality experience to cinematic proportions.
The unique experience was set up in downtown Madrid, where a large crowd could gather and see themselves before a large screen. Blending cinema with augmented reality technology, this unique experience let the average person star alongside their favorite actors and get involved in the action. TV characters would emerge from the crowd naturally on-screen, making it seem as though they were right there with you. In developing this project, FOX Spain worked with Wildbytes, describing that "The team developed a technique to analyze and extract the camera movements from the original shots, producing the same movements and cuts with the live cameras that captured the audience in real-time."
The unique experience was set up in downtown Madrid, where a large crowd could gather and see themselves before a large screen. Blending cinema with augmented reality technology, this unique experience let the average person star alongside their favorite actors and get involved in the action. TV characters would emerge from the crowd naturally on-screen, making it seem as though they were right there with you. In developing this project, FOX Spain worked with Wildbytes, describing that "The team developed a technique to analyze and extract the camera movements from the original shots, producing the same movements and cuts with the live cameras that captured the audience in real-time."
Trend Themes
1. Cinematic AR Experiences - Opportunities for brands to create immersive augmented reality experiences by blending cinema with AR technology.
2. Crowd Engagement - The use of large screens and live cameras to engage and involve a crowd in augmented reality experiences.
3. Real-time Character Integration - The development of techniques to seamlessly integrate TV characters into live footage, providing an interactive experience for viewers.
Industry Implications
1. Advertising and Marketing - Advertising agencies can leverage cinematic AR experiences to create unique and memorable campaigns.
2. Entertainment - Film studios and TV networks can utilize crowd engagement techniques to enhance fan experiences and promote their shows.
3. Technology - AR technology companies can develop real-time character integration techniques to enhance the realism and interactivity of their products.
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