During a virtual luncheon presented by Houston Interactive Marketing Association (H/IMA), I discussed various interactive technologies available and how to properly use them to capture and hold the attention of your target audience.

2. DAN PRATT
CREATIVE DIRECTOR
LANDON HAGEN
LEAD DEVELOPER
dan@visionproductiongroup.com landon@visionproductiongroup.com

4. THE
VISION
TEAM
Tracey Shappro
President & CEO
Dan Pratt
Creative Director
Terry Vantine
Senior Producer
Ruth Villatoro
Producer/Operations Manager
James Templeton
Motion Graphics Artist/Editor
Eric Stone
Motion Graphics Artist/3D
Michelle Pardo
Marketing Manager
Mike Stephany
Director of Photography/Editor
Landon Hagan
Lead Developer/Programmer
Ruba Abuomar
Production Assistant
Ivy Shappro
Chief Cuteness O
ffi
cer
Tim Spencer
Motion Graphics Artist
Weston Wood
fi
n
Junior Motion Graphics Artist

5. PRODUCTION
• Video / Broadcast / Web
• Motion Graphics & 3D Animation
• Interactive and Dynamic Presentations
• Augmented Reality / Virtual Reality
• Programming
• 3D Projection Mapping
• Virtual and Live Events
• Stadium / Arena / Digital Installations
CONNECTION
We help build a connection between
a user, a brand and the world.
CREATION
• Strategy and Experience Design
• Audience Engagement Planning
• Creative Development and Direction
• Production Design / Presentation Technology
• Production Management
• Producer and Director Services
SERVICES

6. SUCCESSFUL COMPANIES HAVE VISION.

7. Extended Reality
Virtual Reality
Augmented Reality
Mixed Reality
TERMINOLOGY
XR
VR
AR
MR

8. TERMINOLOGY
XR Extended Reality
Extended Reality refers to all real-and-
virtual environments generated by
computer technology and wearables.
The ‘X’ in XR is a variable that can
stand for any letter.

9. TERMINOLOGY
VR Virtual Reality
Virtual Reality encompasses all
immersive experiences. These could be
created using purely real-world content
(360 Videos), purely synthetic content
(Computer Generated), or a hybrid of
both.

10. TERMINOLOGY
AR Augmented Reality
Augmented Reality is an overlay of
computer-generated content on the
real world that can super
fi
cially
interact with the environment in real-
time. With AR, there is no occlusion
between computer-generated (CG)
content and the real-world.

11. TERMINOLOGY
MR Mixed Reality
Mixed Reality is an overlay of synthetic
content that is anchored to, and
interacts with, objects in the real world
—in real time. Mixed Reality experiences
exhibit occlusion, in that the computer-
generated objects are visibly obscured
by objects in the physical environment.

12. STRATEGY LEADS TECHNOLOGY
CREATIVE SUPPORTS STRATEGY

13. BAKER HUGHES
EDUCATION CENTER INTERACTIVE DISPLAY
See this case study on our website.

15. EMERSON
AUGMENTED REALITY TRADESHOW DISPLAY
See this case study on our website.

17. MESSINA HOF
AR (MR) INTERACTIVE WINE BOTTLE LABELS
See this case study on our website.

18. DISCOVERY
WHO • WHAT • WHEN • WHERE • WHY
• Launch of 3 new wines speci
fi
c to Harvest Green
• Develop a creative and innovative idea around the wines
• Tell the story of Messina Ho
ff
& Harvest Green
• Develop long term engagement with customers
Opening Messina Hof’s new tasting room and restaurant at
Harvest Green in Richmond, TX.

19. CONCEPTS
STORY & SCRIPT WRITING
VITALITY
From water we’re born, planted, rooted, and grown.
With water we care, we cleanse, nurture and tend.
From water we harvest, create,
fi
nd abundance and joy.
From the tides to the depths, it’s a source of creation, renewal.
Awash with possibility.
Over
fl
owing with vitality.
Raise your glass, and celebrate life.
ABOUNDING
Dig deep to the heart of all creation,
dark and rich, grounding and wise. The source of abundance, of sustenance, of all.
Transforming seeds to
fl
owers to fruit. Nourishing potential, nurturing promise.
Arising from the earth, abounding with hope. Rooted in strength.
Raise your glass… in a toast to the harvest.
EMBLAZE
Amidst the stillness, a spark catches hold.
With a breath of inspiration, the
fl
ames grow bolder, creating energy and light.
Dancing to the cadence of transformation, whispering secrets, the basis of life.
Illuminated by potential, emblazed with radiance.
Raise a glass, my friend, to warmth and comfort.

20. CONCEPTS
AR/MR USER EXPERIENCE
Most examples of augmented reality wine labels that
we’ve seen feature interactivity within the label, on
the label or features a video that is triggered by the
label. We wanted to create a di
ff
erent type of wine
label experience by creating multi-planar experiences
around the label—connecting the label, bottle, and
table together.

21. WATER

22. EARTH

23. SUN

24. CONCEPTS
TARGETING : ARTWORK & LABEL DESIGN

25. CONCEPTS
MOBILE APP

26. CREATIVE DEVELOPMENT
MOBILE APP DOWNLOADS

27. CREATIVE DEVELOPMENT
MOBILE APP

28. CREATIVE DEVELOPMENT
MOBILE APP

29. CREATIVE DEVELOPMENT
3D MODELING

30. CREATIVE DEVELOPMENT
3D MODELING

31. CREATIVE DEVELOPMENT
3D ANIMATION
CINEMA 4D (Baked Animation) UNITY (Procedural Animation)

32. PROGRAMMING
CROSS-PLATFORM DEVELOPMENT
IOS ANDROID

33. PROGRAMMING
TRACKING
While Google and Apple each have their own AR
code base, neither support curved surface
tracking. Therefore, we utilized VUFORIA
targeting and tracking for Messina Hof’s AR wine
labels.

34. PROGRAMMING
TRACKING

35. PROGRAMMING
OPTIMIZATION

36. PROGRAMMING
SIMULATIONS • PROCEDURAL ANIMATION

37. PROGRAMMING
APP VS. AR SCENE MANAGEMENT

38. PROGRAMMING
TESTING & DEBUGGING

39. APP STORE APPROVAL
ANDROID & IOS

40. DEPLOYMENT
WE GO LIVE!

41. UPDATE MANAGEMENT
CONTINUOUS IMPROVEMENT

42. BALANCING
CREATIVE & TECHNOLOGY

43. THE FUTURE
OF XR TECHNOLOGY

44. THE FUTURE OF AR/MR
REALTIME AR DATA
OCCLUSION
LIGHT ESTIMATION
WEB AR/MR

45. BEYOND VAN GOGH
IMMERSIVE EXHIBIT
3D PROJECTION MAPPING
WITH ARTIFICIAL INTELLIGENCE & PROGRAMMING
ARS ELECTRONICA FESTIVAL
INTERACTIVE PROJECTION
MAPPING
3D Projection Mapping utilizing programming and
motion cameras is incredible technology as a
passive experience—generating XR that not only
interacts with the consumer, but also reacts to the
viewer.
"Vincent van Gogh" (CC BY-NC 2.0) by Can Pac Swire
"Immersive Van Gogh Exhibit" (CC BY-NC 2.0) by Can Pac Swire
"Tagtool Projection Mapping / OMAi (AT)" (CC BY-NC-ND 2.0) by Ars Electronica

46. STUDIO PRODUCTION
LED WALLS • REALTIME 3D ENVIRONMENTS • CAMERA TRACKING
Groundbreaking production technology created for
the hit series ‘The Mandalorian’ utilizes real-time
game engine programming and LED screens to
develop complex 3D environments and visual e
ff
ects
in real-time.
• Real-time feedback VFX that clients can see on set
reduces risk.
• Prevents green screen spill issues.
• Eliminates post-production green screen compositing
—reducing costs and managing timelines better.

47. VISIONPRODUCTIONGROUP.COM
V I S I O N P R O D U C T I O N G R O U P . C O M