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How Immersive storytelling can change the way your brand is perceived

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  1. 1. The future belongs to those who prepare for it today.~ Malcolm X The Future is Here How Immersive storytelling can change the way your brand is perceived © All Rights Reserved. Transhuman Digital Arts Pvt. Ltd.
  2. 2. YOUR BRAND The media through which you are reaching your audience PRINT TV OUTDOOR SOCIAL MEDIA
  3. 3. How did they react ? YOUR Noway to find out if the targeted audience actually saw your brand communication in the impersonal media clutter and what was their reaction ? BRAND Impersonal Media Like doesn’t mean Love PRINT TV OUTDOOR SOCIAL MEDIA
  4. 4. :( NO BRAND RECALL
  5. 5. YOUR BRAND AUDIENCE As your Brand is getting lost in the overcluttered media
  6. 6. How to reach your audience ?
  7. 7. YOUR BRAND Take the Audience Inside Your Brand
  8. 8. THROUGH IMMERSIVE STORYTELLING A form of advertising/marketing that focuses primarily on helping consumers experience a brand. While traditional advertising (outdoor, print, television and social media) verbally and visually communicates the brand and product benefits, immersive storytelling tries to immerse the consumers within the product by engaging as many other human senses as possible. Experiences are created through different mediums such as Technology, Art, Design, Video, Interactivity and Environment.
  9. 9. Let Them Experience and Interact Audiences are transitioning from simple consumers of entertainment into dynamic participants in their media of choice. With passive entertainment lulling us into a sense of complacency, this kind of interactive experience satisfies our craving for something more. And once people feel that experience, they become addicted, It triggers that piece of their brain that was active as hell when they were kids. If marketing is a way to get someone to learn about your product or service, companies would benefit from looking at how learning happens. Some people have high kinesthetic intelligence, and learn much better by touching and doing.There are four cycles important in the learning process: reflective observation, abstract conceptualization, concrete experimentation, and active experimentation. Different people respond to different learning approaches. But why is it that most marketing focuses only on the first two passive modes? Companies have an untapped opportunity to engage a whole new form of learning through hands-on and immersive experiences. It’s an immersive experience inside which the audience is put, so the brand connceted to the experience gets a sizable space inside the audience’s mind.
  10. 10. Audience reactions from Mumbai Augmented Reality Experience.
  11. 11. Let them laugh their hearts out
  12. 12. Audience reactions from Mumbai Augmented Reality Experience.
  13. 13. Let them Shoot and Share
  14. 14. Audience reactions from Mumbai Augmented Reality Experience.
  15. 15. Experiential Marketing Trends 2005- 2013
  16. 16. Experience = Traditional Media can help in getting the audience in to the experience Virality
  17. 17. Engagement + Sharing
  19. 19. Multiple mediums could be merged to create some totally new experiences. NEW MEDIA AUGMENTED REALITY PROJECTION MAPPING Perfo Perfor mance Art EXPERIENCES MULTI. SENSORY environments Art Public
  20. 20. Augmented Reality Experience AUGMENTED REALITY Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished ) by a computer. As a result, the technology functions by enhancing one’s current perception of reality.
  21. 21. Augmented Reality Trends 2005- 2013 Fastest Growing Technology One of the fastest expanding and hottest trends is Augmented Reality technology. Leading brands and technology providers are adopting this technology to enhance their customers’ experiences in new and exciting ways.
  22. 22. Possibilities > Live Augmented Reality Exp. HD Camera capturing the audience + environment LED screen Audience see themselves and their physical environment on the LED Screen.
  23. 23. 3d Augmented Element One can Augment a number of 3d elements into the audience’s environment which they see on the screen.
  24. 24. Applications > Take them to the reality of their dreams Aspirational Elements and Product Placement Super Natural Example Celebrities
  25. 25. They can share the image/video on their social network, reaching more people
  26. 26. World’s Best Live AR Experiences >
  27. 27. National Geographic
  28. 28. MCHI Mumbai in Augmented
  29. 29. Zee Fear Files
  30. 30. Axe Angels
  31. 31. Possibilities > Mobile Augmented Reality Exp.
  32. 32. AUGMENTED REALITY Mobile AR App Physical Printed Poster
  33. 33. Poster Viewed through the AR app
  34. 34. Converts the 2d Poster into 3D
  35. 35. Applications > Let them enhance the reality around them with your Brand. Real Estate. View 2d brochure in 3D Try out Shoes / Watches Example Make Articles and Ads in Mags come alive
  36. 36. 3d Projection Mapping PROJECTION MAPPING 3D Projection Mapping is an exciting new projection technique that can turn almost any surface into a dynamic video display. Specialized software and technique is used to warp and mask the projected image to make it fit perfectly on irregularly shaped screens. When done right, the end result is a dynamic projection installation that transcends ordinary video projection. 3D Projection Mapping can change the perception of the audience’s reality and take them to a totally surreal world of your brand.
  37. 37. 3D Projection Mapping Trends 2005- 2013 It’s time for Brand Theatrics Projection Mapping on buildings or other indoor surfaces is a sure-fire way of attracting attention , as more and more brands are discovering. ’Brands are looking to leverage new and emerging technologies to surprise and delight consumers. 3D mapping enables a marketer to differentiate the brand by creating a memorable, inspirational experience with an immense recall of the same.
  38. 38. What is 3D Projection Mapping ? Projection is generally on a flat surface like wall or flat screen. Video Projection Mapping is a exciting new projection technique that can turn almost any surface into a dynamic video display.
  39. 39. If projected on a 3D Surface. The projection light covers all three dimensions of that object.
  40. 40. Through this technique the projection light is controlled and projected on the specific of the structure. The light doesn’t spill out of the object. In short the projection can be controlled for each surface
  41. 41. Animation and 3D content is creaed for each surface. For example in the diagram below the colour of each surface is changed and the top cube is made to look transparent.
  42. 42. Applications >
  43. 43. Outdoor on Architecture > Brand Launches or Activation Example
  44. 44. Outdoor on created structure > Concert / Brand Launches or Activation Example
  45. 45. Indoor > Stage / Exhibitions / Fashion Show / Brand Launches or Activation Skoda Fashion Party Ritu Kumar Projection Mapping installation Example
  46. 46. New Media Perfromance Art NEW MEDIA Perfo Perfor mance Art The past decade has seen an extraordinarily intense period of experimentation with computer technology within the performing arts. Digital media has been increasingly incorporated into live theater and dance, and new forms of interactive performance have emerged in participatory installations. Multiple Mediums like Projection Technique, LED Screen technology, Kinect and Contemporary Theatre and Dance has been merging to create spectacular new experiences.
  47. 47. Possibilities > Interactive Dance / Stereolize Act Applications> Brand launches / Fashion Shows / Performance Piece Stereolize Act involves one or multiple performance artists interacting with Live Visuals on the backdrop screen. Spectacular visual narratives and live performance could be mixed together to create a never seen before experience. Example
  48. 48. MULTI. SENSORY environments Multi.Sensory Environments With advent of cutting edge display technologies like Projection and Led Screens, combined with music and performance, some spectacular multi-sensory experiences could be created for the Audience. Experiences which transcends the ordinary and which reaches the audience in a multi.sensory form.
  49. 49. Possibilities > Projection Mapping / Display Screen Environments + Live Video Art Applications > Brand Launch / Music Festival / Brand Activation / Fashion Show / Music video and Films Example >
  50. 50. Possibilities > Live Performance + Live Video Art Applications > Brand Launch / Music Festival / Fashion Show Suited for music festivals like NH7 / Sunburn or in a spacious club space., It is a multi dimensional non linear narrative, which unfolds through large projection screens. The story is filmed and produced in advance. during the show, the characters of this narrative are also present in the physical space interacting with the audience while the same characters are seen on the screen. The DJ and Visual Jockeys are also part of the story. This whole experience puts the audience inside the narrative and be part of it, rather than just a viewer. Example Schizoids > Performed at Zenzi Mills, Mumbai
  51. 51. Public Art Art Public Public Art signifies a particular working practice, often with implications of site specificity, community involvement and collaboration. The term is sometimes also applied to include any art which is exhibited in a public space where it could be experienced by a larger audience. In recent years, public art has increasingly begun to expand in scope and application — both into other wider and challenging areas of artform, and also across a much broader range of what might be called our 'public realm'. Such cultural interventions have often been realised in response to creatively engaging a community's sense of 'place' or 'well-being' in society. Public Art forms like Installations, Street and 3D Art can connect to the audience by it’s aesthetics, message or grandeur. It is time for so called “high art” to come out of the gallery space and stand within its roots. In the Public, for the Public.
  52. 52. Possibilities > Installation Art Applications> Brand launch / Brand activation / Public awareness / Exhibitions Example VR Mall Kinetic Installation in Collab with Siddhartha Kararwal and Mrugen Rathod Hermes Launch in collab with Nandita Kumar Ela Launch in collab with Nandita Kumar Hazard in Collab with Asim Waqif > India Art Fair 2010 Le Mill Bird Installation in Collab with Siddhartha Kararwal and Mrugen Rathod
  53. 53. Possibilities > 3D Art Applications> Brand launch / Brand activation / Exhibitions / Public awareness Example Mchi Property Show 132 X 40 Ft Entrance
  54. 54. Possibilities > Street Art Applications> Brand launch / Brand activation / Buzz Creation / Public Awareness Example & Then Yantr Rajesh Dahiya Yantr Anpu
  55. 55. Make Them Happy :)
  56. 56. Audience reactions from Mumbai Augmented Reality Experience.
  57. 57. Audience reactions from Mumbai Augmented Reality Experience.
  58. 58. Audience reactions from Mumbai Augmented Reality Experience.
  59. 59. Audience reactions from Fear Files Augmented Reality.
  60. 60. Transhuman Collective (THC) is a multi-disciplinary collaborative project inspired by the philosophy of Transhumanism. Abbreviated as H+ is an international cultural and intellectual movement which focuses on technology and collaboration to greatly enhance human intellectual, creative, and psychological capacities. THC provides Creative Direction & Consultancy in Design and Branding as well as extending the Brand Positionings to other Immersive and Digital Mediums. With a very strong understanding in Branding, Transhuman Collective believes in combining different traditional aswell as new mediums to weave a Transmedia Story. THC is the brainchild of Soham Sarcar & Snehali Shah. They both have more than 12 years of Professional experience, having worked with the top Advertising Agencies and Design Companies like JWT.Fisheye Designs. DMA Yellow Works. Onio Design. Eureka Moment and Ogilvy before Soham co founded &Then in 2008. After working with &then for 2.5 years as a director, had quit in 2010 to start Transhuman Collective with Snehali. Experience combined, they have handled more than 300 Brands across industries .Their experience spans across a wide array of disciplines ranging from Advertising, Print Design, Motion Graphics, Interactive/New Media Design, Information/ Environmental Design, VFX/Animation and Branding/ Packaging. and Experience Design THC's work bears a stamp of radicalism, original design style and unmatched technical edge. Lived and worked in 6 States, they very well understand the Indian audience and it's cultural semantics which enables them to create brands and experiences across multiple domains. They have been synonymous in spearheading the Alternative Visual Art movement in India since 2006, experimenting with cutting edge visual technologies like Live Video Art, 3d Projection Mapping, Augmented Reality and other Interactive Technologies as well as creating traditional Art Installations and Street Art.
  61. 61. Want to create an immersive story for your brand ? Buzz us on | | +91 9967960018