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Breaking the Fourth Wall: Utilizing Emerging Technology for Brand Experiences

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Presented at FITC Toronto 2018
More info at http://fitc.ca/event/to18/

Presented by Jake Lee-High, Future Colossal

Overview
The average consumer is exposed to over 10,000 brand messages per day as they switch between dozens of different screens. As these diluted narratives shorten attention spans and pull individuals further from reality, creating brand narratives and visuals that are grounded in a consumer’s personal landscape and that captures the moment they are existing in becomes more and more important. So how do we engage these consumers? By constructing content that lives off the screen and not only engages individuals, but builds upon what surrounds them – other people, objects, and their environment.

Drawing from years of experience in creative technology and OOH advertising, Jake will explore how to create interactive content that moves people. Whether it’s a window into the future on their commute or a solar-powered multiplayer video game at the next festival they’re attending, the opportunities are endless when you’re utilizing emerging technologies to bring stories to life.

Objective
To inspire the audience to bridge the physical and digital divide by utilizing AR, MR and multi-sensory technologies.

Target Audience
Anyone looking to utilize emerging technologies as narrative resources.

Five Things Audience Members Will Learn
How to decide what emerging technologies will work best for your narrative structure
How to integrate the digital into the physical to create magical experiences
How to employ gesture-based interactions in a variety of environments
Iterative prototyping for emerging technologies
Understanding and contemplating what’s next for location based immersive interactions

Published in: Design
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Breaking the Fourth Wall: Utilizing Emerging Technology for Brand Experiences

  1. 1. Jake Lee-High CEO/Creative Director @FutureColossal Breaking the Fourth Wall Utilizing Emerging Technology for Brand Experiences
  2. 2. @FutureColossal Experiences, Relationships, and Memories branding that converses with consumers Traditional Advertising Immersive Advertising
  3. 3. Traditional Advertising Immersive Advertising @FutureColossal Experiences, Relationships, and Memories branding that converses with consumers
  4. 4. @FutureColossal But Where?
  5. 5. @FutureColossal Public SpacesConfronting an unexpected public
  6. 6. @FutureColossal EventsEngaging an overwhelmed public
  7. 7. @FutureColossal
  8. 8. @FutureColossal Theme ParksImpressing an expecting public
  9. 9. @FutureColossal
  10. 10. My Journey to Composing with Tech? From Architecture, Art, to Brand Experience @FutureColossal
  11. 11. @FutureColossal
  12. 12. @FutureColossal Electronics Programing Game Engines
  13. 13. @FutureColossal VRVirtual Reality
  14. 14. @FutureColossal
  15. 15. 1992 2014
  16. 16. @FutureColossal ARAugmented Reality
  17. 17. @FutureColossal GestureDepth Sensing & Gesture Tracking
  18. 18. @FutureColossal
  19. 19. @FutureColossal
  20. 20. @FutureColossal
  21. 21. @FutureColossal MRMixed Reality
  22. 22. @FutureColossal • Spatial Mapping • Positional/Rotational Sensing • Holographic Overlay • Gesture Recognition • Game Engine Key Mixed Reality Technology
  23. 23. MIXED REALITY DEVICES ZapBox Microsoft Hololens Meta2 Bridge ODG R-9 Daquri
  24. 24. @FutureColossal Physical Computing Automating the physical world
  25. 25. @FutureColossal Electrical Engineering Physical Sensing Mechanics & Robotics
  26. 26. @FutureColossal 4D EffectsActivating the non-visual senses
  27. 27. @FutureColossal Scent
  28. 28. @FutureColossal Touch
  29. 29. @FutureColossal Spatialized Sound
  30. 30. @FutureColossal New ToysTech to play with today
  31. 31. @FutureColossal Hypersonic Audio
  32. 32. @FutureColossal Touchless Haptics
  33. 33. @FutureColossal LIDAR
  34. 34. @FutureColossal Volumetric Capture
  35. 35. @FutureColossal Mobile Computer Vision OpenCV, Mobile Depth Sensing, ARCore (Android), ARKit (iOS)
  36. 36. @FutureColossal Near FutureTechnology changing how we interact with brands and each other
  37. 37. @FutureColossal Faster Wireless Transmission
  38. 38. @FutureColossal Cloud Based Rendering
  39. 39. @FutureColossal Networked Spatial Mapping
  40. 40. @FutureColossal Make Experiences Not Technology
  41. 41. Jake Lee-High CEO/Creative Director @FutureColossal

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