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Trending The Future: 360, VR, AR for Brands

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For brands and designers navigating immersive technologies, space150 Chief Innovation Officer, Marc Jensen, provides insights and best practices for creating in this new category. This presentation was shortened and adapted from Marc's keynote at DMI's Design Leadership Summit 2017 in Minneapolis, MN. Watch the full presentation here: https://goo.gl/2ts78m. For more information or consulting, please reach out to spacelab [at] space150.com

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Trending The Future: 360, VR, AR for Brands

  1. 1. 360, AR, VR TODAY + TOMORROW Marc Jensen CHIEF INNOVATION OFFICER SPACE150 marc@space150.com @whitetower
  2. 2. OUR MISSION: DESTROY CONVENTION CREATE DEMAND
  3. 3. Forever 21 TIMES SQUARE ( 2010 ) SCREEN-BASED AUGMENTED REALITY
  4. 4. CONVENTION BIGGER + HIGHER RESOLUTION DESTROYED SMARTER, NOT JUST LARGER
  5. 5. possible today not possible today
  6. 6. possible today not possible today time
  7. 7. time
  8. 8. time
  9. 9. time
  10. 10. time now possible
  11. 11. time
  12. 12. source: bradford-delong.com
  13. 13. source: bradford-delong.com iPhone X ( 256 GB )
  14. 14. source: bradford-delong.com iPhone X ( 256 GB ) BUILT WITH 1957 TECHNOLOGY:
  15. 15. iPhone X ( 256 GB ) BUILT WITH 1957 TECHNOLOGY: source: bradford-delong.com
  16. 16. $150 TRILLIOn USD ( 1.5x TODAY’S GLOBAL GDP ) iPhone X ( 256 GB ) BUILT WITH 1957 TECHNOLOGY: source: bradford-delong.com
  17. 17. $150 TRILLIOn USD ( 1.5x TODAY’S GLOBAL GDP ) 100 STORY BUILDING ( 3KM SQUARE ) iPhone X ( 256 GB ) BUILT WITH 1957 TECHNOLOGY: source: bradford-delong.com
  18. 18. $150 TRILLIOn USD ( 1.5x TODAY’S GLOBAL GDP ) 100 STORY BUILDING ( 3KM SQUARE ) 150 TERAWATTS OF POWER ( 30x TODAY ) iPhone X ( 256 GB ) BUILT WITH 1957 TECHNOLOGY: source: bradford-delong.com
  19. 19. IVAN SUTHERLAND, 1968 source: youtube.com/watch?v=ISJWZpFIAlQ
  20. 20. VIRTUALLY IMPOSSIBLE, UNTIL NOW source: youtube.com/watch?v=qj6rxwqpwWI
  21. 21. VIRTUAL REALITY AUGMENTED REALITY
  22. 22. 360 Video Virtual Reality Augmented Reality
  23. 23. Virtual Reality Augmented Reality 360 Video image: Microsoft image: http://www.adr1ft.com/
  24. 24. Virtual Reality Augmented Reality 360 Video
  25. 25. source: 2001: A Space Odyssey (MGM)
  26. 26. 5 different shots in 27 seconds source: 2001: A Space Odyssey (MGM)
  27. 27. source: youtube.com/watch?v=2OzlksZBTiA (david hsieh)
  28. 28. 3 DEGREES OF FREEDOM ( 3DOF ) image source: 3dmax-tutorials.com/
  29. 29. TRAVEL action + sports wildlife + documentaries impossible experiences 360 VIDEO CONTENT WON’T REPLACE ALL VIDEO 360 IS FINDING A PLACE TRAVEL, DOCUMENTARY, SPORTS sources, clockwise from top left: CNT, NYT, IM360, Blue Angels (USA Today)
  30. 30. TRAVEL action + sports wildlife + documentaries impossible experiences sources, clockwise from top left: CNT, NYT, IM360, Blue Angels (USA Today)
  31. 31. 360 Video Virtual Reality Augmented Reality
  32. 32. FULLY IMMERSIVE SENSORY TAKEOVER ( AUDIO + VIDEO ) FULLY INTERACTIVE ( MOVEMENT + CONTROL )
  33. 33. realities.io source: Prezense
  34. 34. 3 DEGREES OF ROTATION image source: 3dmax-tutorials.com/
  35. 35. 3 DEGREES OF MOVEMENT image source: 3dmax-tutorials.com/
  36. 36. 6 DEGREES OF FREEDOM ( 6DOF ) 3-axis Movement3-axis Rotation + image source: 3dmax-tutorials.com/
  37. 37. #VICTORYVR ( 2014 )
  38. 38. 50% of our nuerons involved in vision. More than all other senses combined. 37 DESTROY CONVENTION TO CREATE DEMAND. image source : Leap Motion
  39. 39. PRECENSE ( OUR VISUAL SYSTEM RULES ) source: https://imgur.com/umYTJP1
  40. 40. Physiological Responses Unique to Virtual Reality source: Valve Software, The Lab
  41. 41. source: Valve Software, The Lab
  42. 42. source: Google
  43. 43. source: Everest VR
  44. 44. Game Engines / Realtime / Dynamic source: youtube.com/watch?v=h5AR3Wf1QJg
  45. 45. McLaren Design Unreal Engine source: Unreal Engine + McLaren
  46. 46. source: Unreal Engine + McLaren
  47. 47. COCA-COLA TIMES SQUARE, NYC 2017
  48. 48. EDUCATION image source: 3dmax-tutorials.com/ TRAINING MEDICINE PRODUCT DESIGN
  49. 49. WITHOUT 6 DEGREES OF FREEDOM IT’S NOT VIRTUAL REALITY HTC Vive Oculus Rift Playstation VR Samsung Gear VR Google Daydream
  50. 50. WITHOUT 6 DEGREES OF FREEDOM IT’S NOT VIRTUAL REALITY HTC Vive Oculus Rift Playstation VR Samsung Gear VR Google Daydream ✅ "✅ ✅ "
  51. 51. WITHOUT 6 DEGREES OF FREEDOM IT’S NOT VIRTUAL REALITY HTC Vive Oculus Rift Playstation VR Samsung Gear VR Google Daydream ✅ "✅ ✅ " Oculus GoOculus Santa Cruz
  52. 52. Virtual Reality Nokia OZO VIRTUAL Environments Interactive + Dynamic Strong Presence HERE TODAY + Potential is Clear PC Today, Mobile Future
  53. 53. Virtual Reality Augmented Reality 360 Video
  54. 54. VIRTUAL REALITY COMPLETELY ISOLATED FROM THE REAL WORLD AUGMENTED REALITY INTEGRATED AND CONNECTED TO THE REAL WORLD
  55. 55. VIRTUAL LAYER ON TOP OF REALITY
  56. 56. PINTEREST CAMERA
  57. 57. AR Continuum Mobile-Based Headset ARScreen-Based Easiest HARDEST
  58. 58. AR Continuum Mobile-Based Headset ARScreen-Based Easiest HARDEST
  59. 59. Forever 21 Times Square Screen-Based Augmented Reality CAMERAS + COMPUTER VISION
  60. 60. AR Continuum Mobile-Based Headset ARScreen-Based Easiest HARDEST
  61. 61. EVERFILTER
  62. 62. SNAPCHAT WORLD LENS
  63. 63. APPLE ARKIT
  64. 64. APPLE ARKIT APPLE ARKIT ACCELERATED AR
  65. 65. CAMBRIA AR
  66. 66. CAMBRIA AR
  67. 67. CAMBRIA AR
  68. 68. ARKIT sources, clockwise from upper right: Trashgames, @ARSweden, @JelmerVerhoog
  69. 69. GOOGLE ARCORE
  70. 70. AR Continuum Mobile-Based Headset ARScreen-Based Easiest HARDEST
  71. 71. MICROSOFT HOLOLENS META 2 DAQRIDAQRIMAGIC LEAP
  72. 72. DAQRI
  73. 73. DAQRI HEADSET BASED AR VERY CHALLENGING FORM FACTOR MOBILITY POWER OPTICS USER INTERFACE (VOICE, gesture) PHYSIOLOGICAL ISSUES
  74. 74. 71 AR PROGRESSION TO UBIQUITY dedicated professional headsets and devices mobile screen based mobile headset tethered standalone headset 1 2 3 4 Hololens, META, Daqri, Tango, ODG ARKit, ARCore
  75. 75. 71 AR PROGRESSION TO UBIQUITY dedicated professional headsets and devices mobile screen based mobile headset tethered standalone headset 1 2 3 4 Hololens, META, Daqri, Tango, ODG ARKit, ARCore
  76. 76. 71 AR PROGRESSION TO UBIQUITY dedicated professional headsets and devices mobile screen based mobile headset tethered standalone headset 1 2 3 4 Hololens, META, Daqri, Tango, ODG ARKit, ARCore increasing scale
  77. 77. Augmented Reality INTERACTIVE Connected to Physical World CONTINUUM OF AR EARLY DAYS NEXT GLOBAL COMPUTE PLATFORM
  78. 78. TAKEAWAYS
  79. 79. VR IS HERE TODAY INTENTIONAL USE (LIKE PCS) GAMING, ARCHITECTURE, DESIGN MEDICINE, TRAINING SPECIALTY GEAR TODAY, COST WILL GO DOWN source: youtube.com/watch?v=Gah8sHA1r_8
  80. 80. source: bradford-delong.com AR EARLY dayS, LEADERS + BEST PRACTICES NOT SET A CONTINUUM OF EXPERIENCES AR IS THE NEXT COMPUTING PLATFORM source: youtube.com/watch?v=xWH8IkOnNjM
  81. 81. source: bradford-delong.com AR + VR RAPID INCREASE IN FIDELITY + REALISM (INDISTINGUISHABLE FROM REALITY) source: youtube.com/watch?v=vfZD22zMnUY
  82. 82. Our Augmented Reality Future ( HYPER-REALITY, Keiichi Matsuda )
  83. 83. 1916
  84. 84. 1916
  85. 85. THANK YOU Marc Jensen CHIEF INNOVATION OFFICER SPACE150 spacelab@space150.com @whitetower

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