...and they will never tear us apart. OK, enough INXS, what I'm referring to is the overlay of the virtual on the real. Augmented reality or virtuality is really starting to kick-off in terms of mainstream Adland usage. Two of my favorite campaigns that create virtual experiences are Papa John's:
and Doritos:
3D/AG is also being used to promote Julian Perretta's new interactive video:
I have a Sci-Fi vision of where this could lead which was further reinforced by an article I read in The New York Times supplement in the Observer (for some reason I can't retrieve the piece online) about the development of digital devices that look like stylish eyeglasses or contact lens that can deliver digital images directly from a smartphone to the retina. Imagine a soldier's helmet with a visor transformed into a lightweight pair of glasses that can display the name of a person at a cocktail party or conference (or better yet, provide that person's background profile). The devices are still in prototype stage, but soon this version of augmented reality will be right in front of your eyes.
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