Cool New Marketing Technologies: Caught and Served

Posts Tagged ‘AR’

Projection Mapping Techniques

By Greg Jones

Projection mapping has come a long way in a relatively small period of time. It stimulates the senses, breaks the convention of 2D displays, and frees video from expensive screens and places them on everyday objects. The technique has been used in installations, experimental films and is starting to appear in advertising.

Projector Calibration

Johnny Chung Lee’s Automatic Projector Calibration thesis work focused on fitting a projected image perfectly onto a moveable target without distorting the image. He accomplished this by embedding light sensors into portable displays to allow the projector’s calibration cycle to recognize the boundaries of the display. His thesis went further to state that if we combine visible light and infrared light in one projector, we can create a single calibration-free device which is able to perform invisible location tracking to match projected light to any surface at any angle.


In his words, “Embedding light sensors to enable automatic projector calibration allows us to rethink projection technology.” Pretty cool stuff.

Light Installation

Projection mapping in installations has the unique advantage that the geometry of the space can be precisely controlled and mapped to. Using projectors to project colored light onto white surfaces in a dark room can have a tremendous impact. When every angle and every corner has been mapped, light installations have the ability to transform every surface of complex objects into video displays. A great example of this is Envision – Step into the sensory box.


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Hallmark Augmented Reality Cards in time for Valentine’s Day

By Greg Jones

If you read my post about Home Depot’s Augmented Reality Gift Cards in time for the holidays then it should come as no surprise that Hallmark has launched its own Augmented Reality campaign in time for Valentine’s Day. The AR Valentine’s work exactly as one would expect: Open the card, visit the site, and experience an augmented reality version of the card you received. Why spend money embedding sound-bytes or pop-up elements into a card when you can go digital with more immersive results?

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Augmented Reality Projection Mapping

By Greg Jones

The next great idea to emerge from the realm of Augmented Reality is Projection Mapping. It is the process of mapping a real life 3D object (like a box, or a building) in 3DSMax to allow all of your animations to conform perfectly to the surface of that object when you line up your projector just right. The results can be stunning!

Here are a few great video examples:

Loomo Paper Box:

LOOMO TEST 01 PAPERBOX from Loomo.pl on Vimeo.

Kimberley Mansion Lightshow