We welcomed Deputy Prime Minister Nick Clegg to our studio in East London today, where he was one of the first people to see our new iPad augmented reality application in action, one of our latest R+D developments.
His visit to new technology companies Holition and Inition in East London was to launch a new government initiative on reducing the burden of regulation on Small and Medium Enterprises.
Photos on the Cabinet Office's Flick stream.
Inition at the Heart of Digital Shoreditch Festival
Creative 3D technology and production company Inition is giving the public a rare opportunity to play with the latest cutting-edge 3D gadgets and technology in its demo basement.
Inition Collaborate With Deeble & Stone For 3D Kenyan Documentary
Inition Exhibits at Autodesk 3D Technology Roadshow 2009
Inition is participating in Autodesk’s 3D Technology Roadshow hosted by bluegfx at the London Tr
Inition Launch 3D HD Video Processing Unit ‘StereoBrain’ at BV Expo 2009
Broadcast Video Expo 2009, Earl's Court, London, 17 February 2009: Today is the unveiling of the
Inition London takes delivery of two RED EPIC cameras
BBC Merlin AR Launch
The Brief
For the launch of the BBC’s flagship Saturday night TV show Merlin, Inition were briefed to recreate the magic of the show using our MagicSymbol technology, for a joint cinema and website download campaign.
Solution
Installed in 10 cinemas across the UK, Merlin MagicSymbol Kiosks wowed thousands of cinema-goers with magical animation and exclusively shot video content featuring actor Colin Morgan in the title role.
Results
Over the 3 week cinema campaign period MagicSymbol was deemed a highly successful campaign when compared to other marketing campaigns in the same environment, with 45% of cinema goers directly interacting with the Merlin MagicSymbol installation. Sample the magic yourself by downloading the software here(PC+webcam+printer required), or on the BBC’s Merlin site.
BMW Augmented Reality Campaign
The Brief
BMW initiated an online augmented reality campaign to promote the launch of the BMW Z4. Inition were asked to with Dare to create a unique interactive online brand experience supporting the TV campaign in which a roadster is steered across a blank canvas with the tires providing paint trails and colourful ‘expressions of joy’.
Solution
Powered by Inition’s augmented reality technology MagicSymbol, users create their own ‘expression of joy’ online. Users can test drive a virtual 3D Z4 and record their paint trails via the webcam and upload images and videos of their creations to YouTube and Facebook.
Results
Inition's / Dare's BMW AR campaign was rated number 1 in a run-down of the best AR campaigns in Brand Republic. See the run-down for yourself here (we also got the number 6 slot for our Toyota IQ campaign).
Read Revolution magazine's feature "Behind the scenes: BMW's augmented reality campaign" here.
Test drive your own Z4 here.
MagicSymbol AR: Launch of the Audi A1
The Brief
After highly successful MagicSymbol augmented reality campaigns for BMW, Toyota and Kia, Inition were approached to deliver a new augmented reality campaign to launch the Audi A1 in showrooms across the UK.
Solution
Visitors were able to interact with a photorealistic model of Audi’s new hatchback before its official launch. By holding up a special Audi branded ‘MagicSymbol’ printed in brochures in front of kiosks, software would recognise the symbol and augment a fully detailed 360 degree model of the A1 as if it were parked on the brochure held by the viewer.
Inition’s skilled animators created the detailed image and animations of the car in 3D Studio Max using references from Audi’s original CAD data which were optimised for real time rendering.
Using proprietary algorithms, Inition created a fully realistic experience with no lag between the movement of the MagicSymbol and animation of the car.
Extending the experience to the home -Inition also extended the experience to the home. Users with a webcam could download an Audi logo that had been specially encoded for use with the MagicSymbol augmented reality technology. By printing it off and holding it towards their webcam, users would see the Audi A1 appear on their monitor and be able to interact with the car's features as if they were in the showroom.
By rotating the MagicSymbol, the car would rotate too and users could explore the car further by clicking on any of the on-screen icons such as “add panoramic roof” and “open the boot”.
Results
Audi were so pleased with the results that they commissioned Inition to create a similar campaign for the Audi A7 Sportback where Inition added even further interactive features such as the ability for the user to change the paint colour and take the car for a ‘virtual test drive' using the arrow keys on their keyboard.
Sony Wimbledon 3D Commercial
The Brief
To provide complete stereoscopic kit and crew support for Red Bee / MPC's Sony Wimbledon 3D cinema commercial shoot.
Solution
Inition's Andy Millns, Campbell Goodwille, Charlie Perera and Peter Collis were on the shoot with our Pulsar rig supporting two Phantom HD Gold cameras (from our high-speed partners Pirate). The 60 second commercial, post-produced by MPC was shoot exclusively in high-speed with frame rates up to 800 fps.
The technically demanding shoot went very smoothly with 8 setups in one day shooting mainly on a Technocrane. The size of the Neutron rig is perfectly suited to the Phantom HD Gold cameras, keeping the size and weight of the package to a minimum. Large screen 3D TV monitoring was provided, along with 3D video assist.
Results
The final piece was shown in cinemas throughout the UK to promote Sony's upcoming live 3D transmissions of Wimbledon. If you would like to see the piece in 3D then pay us a visit.
Toyota IQ - Augmented Reality
The Brief
To work with digital agency Glue for the promotion of the new Toyota IQ to create an interactive experience that engaged viewers.
Solution and Results
Further development of MagicSymbol enabled the campaign to utilise new features, more effectively communicating Toyota’s brand message. To convey how much had been packed into the new IQ, an exploded view using over 200 separate parts of the IQ was animated, and in the end product, activated by rotating the card in front of the camera. To create the sensation of driving Inition set the directional tilting of the MagicSymbol card to enable the user to drive the IQ in a road setting that supports the dynamic visuals of Toyota’s new IQ campaign.
Try For yourselves at Toyota IQ