A report on Reality creatively (re)produced on digital environments, by Andrea Bianchi - Creative Director and Partner at Alquimia WRG.

1. INTRODUCING
reducreedality

2. Q
C r e a t i n g D i g i t a l E x p e r i e n c e s

3. Friday, 20th June 2014
INFUSION
r e a l i t y c h e c k
Andrea Bianchi
Creative Director
tw: @andbia

4. INFUSION
Reality Check
Representation of the reality has always been a challenge for many creative works,
from the literature, to movies, from painting to video games.
Through applications and devices of everyday use, every kind of data or information
from the "real world" can be processed and then reframed to have a new purpose
in a certain digital environment.

5. INFUSION
Augmented Reality
/ɔːɡˈmɛntɪd rɪˈælɪtɪ/
Augmented reality (AR) is a live direct or indirect view of a physical, real-world
environment whose elements are augmented (or supplemented) by computer-generated
sensory input such as sound, video, graphics or GPS data.

6. INFUSION
StreetView Drones
V.R.
GoPro cams
Arduino
Reduced
Reality
Icons from the Noun Project by: Alex WaZa, kate t, Nithin Davis Nanthikkara, Ali Riza Saçan, uizin

7. INFUSION
Reduced Reality
Open data; Google Maps API; GoPro videos; drones; real life streaming.
The reality becomes mainstream.

8. INFUSION
Promenades
Disasters, calamities, but also a brand new life for street arts.
Let’s take a walk in your city, as you’ve never seen it before.

9. World Under Water
Soon, climate change won’t just
affect people living in coastal
regions, but each and every one of
us. See the effect of global
warming in your neighborhood.
http://www.worldunderwater.org/

10. Urban Jungle
Street View
This experiment using an
undocumented part of Street
View, the depth data. With that
a depth map and a normal map
is generated, which can be used
in the shaders and to plot
geometry and sprites in
(almost) the correct position in
3d space.
http://inear.se/urbanjungle/

11. Marsiglia Nightwalk
"Night Walk" takes you on an
immersive journey through lively
Cours Julien, a neighbourhood of
Marseille famous for its unique
atmosphere and street art.
Listening to your guides Julie and
Christophe, you can wander
around the vibrant streets as if
you were really there, thanks to
360-degree panoramas that we
captured at night. Your walk is
enriched with photos, images,
videos, sounds and interesting
facts, allowing you to dive into
this neighbourhood and learn
more about its diverse culture
and history. Enjoy your night
walk!
https://nightwalk.withgoogle.com/

12. Graffiti General
http://www.graffitigeneral.com/
Graffiti General is an immersive
WebGL plunge into an abandoned
building near Paris and the
countless graffiti works that it
enshrines.

13. Melbourne Remote
Control Tourist
“Unlike many Australian cities,
Melbourne isn’t known for visual
landmarks. Rather, it's a collection
of hundreds of smaller experiences
that require time to discover. We
knew that if we could just get
people to spend some time there,
they'd be sold. So, we created the
Melbourne Remote Control Tourist,
an interactive web campaign that
let potential visitors explore the
city for themselves through the
eyes and ears of four real-world
tourists.
Every core interaction with this
campaign was through digital.
Visitors were able to watch the
five-day live event via Livestream,
controlling their every move
through multiple social platforms.
In addition, they could explore
Melbourne via the interactive
Google Map and use its search
functionality.“
http://remotecontroltourist.com/

14. INFUSION
Waiting For The Sun
Ultimately, we're all looking for the same thing.

15. Pints in the sun
Pints in the Sun is an experiment
that addresses the very real
problem of finding a pub that will
be sunny in the evening, and not
overshadowed by adjacent
buildings.
Using building outline data from
Open Streetmap, the locality
around a pub (located via
FourSquare) is rendered in 3D with
three.js (map projection conversion
courtesy of the D3 library) and onto
it, a directional light is projected
from the part of the sky where the
sun would be at certain times of
year/day. According to a Solar
Almanac Calculation, helpfully
implemented in JS by SunCalc.
http://pintsinthesun.co.uk/

16. The Hotter Your
Apartment, The
Bigger Discount
You Get on BGH Air
Conditioners
“A website where visitors could
input their addresses and then
track how much sun was beaming
down on their pads. The more rays
their homes had absorbed, the
bigger the discount they got on a
BGH air conditioner. “
(Creativity-Online.com)
https://vimeo.com/94515587

17. Ray Ban
Bright Light
(2012 - student work)
https://vimeo.com/41000314
Soon, climate change won’t just
affect people living in coastal
regions, but each and every one of
us. See the effect of global
warming in your neighborhood.

18. INFUSION
Take The City
Not just Foursquare (or even Swarm).
The city and the urban environment become platforms for location based games
and experiences.

19. Run An Empire
https://www.kickstarter.com/projects/panstudio/run-an-empire-the-real-world-territory-control-gam
A smartphone game where you
compete against others to capture
territory in your local environment.
Run An Empire is a game where
players compete to capture and
maintain control of as much of
their local territory as possible. To
capture somewhere you have to
run (or jog, or walk) around it.

20. Hello Lamp Post
(again from PAN Studio)
http://www.hellolamppost.co.uk
“We wanted people to see the city
differently, to encourage them to
remember past experiences and to
share stories with each other”
Hello Lamp Post is a playful SMS
platform, inviting people to strike
up conversations with familiar
street furniture using the text
message function of their mobile
phones. We wanted to do
something city-wide and street
objects felt like good intervention
points – a reasonably fine-grain
location system with more
tangibility than GPS.
For two months in the summer of
2013, Bristol's street furniture
awoke, and engaged its citizens in
conversation. Hello Lamp Post now
dormant.”

21. INFUSION
Experience Fear,
Fake for Real

22. Sortie en mere
http://sortieenmer.com/
You always buckle your seatbelt in
a car, so why wouldn’t you want to
protect yourself in a boat? Guy
Cotten, a brand leader in marine
clothing and safety equipment,
wanted to encourage more people
to wear life jackets by scaring
boaters into wearing them—
always. He did this by creating an
experience that simulates
drowning. Guy Cotten partnered
with CLM BBDO and Wanda Digital
to create a realistic experience in
which viewers continuously scroll
up a page to stay afloat.
Viewers assume the perspective of
a man who falls overboard, and
then have to scroll up as quickly as
possible to keep afloat; if they
don’t scroll, they drown. Powered
by WebGL and HTML5, the
experience is 3D and 2D without
the use of plug-ins.

23. GoPro: Man Fights Off
Great White Shark In
Sydney Harbour
http://youtu.be/-m3N_BnVdOI
16M Youtube views in a week,
but a fake.

24. Q
Augmented Thanks
INFUSION is the weekly report released by Alquimia WRG.
Every Friday morning we have breakfast exploring insights on the edge of creativity, strategic thinking and technology.
If you'd like to get infused, feel free to contact us at infusion@alquimiawrg.com