14-03-2019

Thomas Buczko

AR/VR production house Gate Reality and ad agency Allover designed an experience using AR image tracking where a wall in Shoreditch, London is the target for augmented object mapping.

An augmented reality mural has been unveiled in Shoreditch, London to promote the launch of an album by a British rap artist. Fans who download an app via a QR code at the wall can point their device at the wall and watch a hand-painted mural come to life with a scene based on the BIG BAD album by rapper Giggs.

The AR mural is the work of Gate Reality, an end-to-end augmented and virtual reality experiences production house, and Allover, an experiential advertising agency focusing on handmade artisan OOH. They were appointed by Island Records, a British record label, owned by Universal Music Group, whose artists include Giggs, Dizzee Rascal, Ariana Grande and Mumford and Sons.

The experience works by using AR image tracking where the app is programmed to recognise the wall as the specific target. This target is then used as a trigger to launch the experience and to map the augmented objects to the specific real-life environment. Gate Reality used green screen footage of Giggs from his album release video to create his giant form dominating the London skyline, along with 3D models of helicopters and tanks. Both the mural and footage were designed and manipulated to make it appear as though Giggs is moving within the scene.

Akosua Scantlebury, urban division manager at Island Records, commented: “BIG BAD… is an album of enormous ambition and arguably Giggs’s finest achievement. The album was introduced to fans through a high energy cinematic trailer, which set the tone for the whole campaign. At Island we really wanted to match that ambition with an interactive visual that stops people in their tracks. Through collaboration with Gate Reality and Allover, I think it is safe to say we achieved that.”

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Augmented reality mural promotes launch of rap album
By  Guy Campos in UK&I, VR, AR & MR March 6, 2019 0

AR/VR production house Gate Reality and ad agency Allover designed an experience using AR image tracking where a wall in Shoreditch, London is the target for augmented object mapping.

An augmented reality mural has been unveiled in Shoreditch, London to promote the launch of an album by a British rap artist. Fans who download an app via a QR code at the wall can point their device at the wall and watch a hand-painted mural come to life with a scene based on the BIG BAD album by rapper Giggs.

The AR mural is the work of Gate Reality, an end-to-end augmented and virtual reality experiences production house, and Allover, an experiential advertising agency focusing on handmade artisan OOH. They were appointed by Island Records, a British record label, owned by Universal Music Group, whose artists include Giggs, Dizzee Rascal, Ariana Grande and Mumford and Sons.

The experience works by using AR image tracking where the app is programmed to recognise the wall as the specific target. This target is then used as a trigger to launch the experience and to map the augmented objects to the specific real-life environment. Gate Reality used green screen footage of Giggs from his album release video to create his giant form dominating the London skyline, along with 3D models of helicopters and tanks. Both the mural and footage were designed and manipulated to make it appear as though Giggs is moving within the scene.

Akosua Scantlebury, urban division manager at Island Records, commented: “BIG BAD… is an album of enormous ambition and arguably Giggs’s finest achievement. The album was introduced to fans through a high energy cinematic trailer, which set the tone for the whole campaign. At Island we really wanted to match that ambition with an interactive visual that stops people in their tracks. Through collaboration with Gate Reality and Allover, I think it is safe to say we achieved that.”

Ed Morris, cofounder and director at Gate Reality, said: “Giggs has become recognised as one of the most vital and exciting artists around – his two previous albums reached #2 on the UK album charts and he’s collaborated with the likes of Drake, Ed Sheeran and Mark Ronson – and so we were delighted to be a part of this project. BIG BAD… is a very visual album and so this augmented reality mural is the perfect way for Giggs to engage his fanbase. By  combining street art with mobile AR technology, we can give our clients and brands a platform to tell more engaging and shareable stories across physical and digital mediums, elevating the potential reach of localised out-of-home advertising. We look forward to using this site to bring more brands to life through this compelling medium.”

The AR mural is located at 28 Redchurch Street, London.

source:
avinteractive.com