Tag Archive for Moosejaw

Fun with Augmented Reality

Following up to yesterday’s post on Augmented Reality Apps for Android and iPhone users:
Moosejaw 2012 X-Ray Catalog

Moosejaw’s AR Campaign

The Moosejaw clothing company has created a “Moosejaw X-Ray” app to go with their latest catalog. Download the app to your Android or iOS device, and scan the models in the catalog. On certain pages the clothed models will have their underwear exposed by the app. I tried it out (how could I resist) and found the x-ray images went from serious to funny. The male models in particular were ridiculous. One was revealed to have squid or octopus taped to their side, while another had bullet holes in his undershirt. You can install the app and then scan the image at left. Or you can try it on Moosejaw’s online catalog. The model images are 2D so there will be no peering around the back or the edges for the inquisitive or the infatuated. The next augmented reality app is fully 3D. For better or worse it kept me far too entertained.
Chestburster

Chestburster

This app from Fingerfunk kept me busy. There is an image you have to download and print (shown left or download hi-res image). Print the picture and attached it to a t-shirt, then view it using the Chestburster app for Android or iOS (iPhone or iPad). You’ll hear some alarm bells, and then the famous baby alien chestburster appears to burst through the image with the appropriate R rated gore. The image is fully three dimensional, so depending on the angle of view you can view the top, bottom, or sides of the alien’s head. You can even see into the open cavity behind it. I’d print on a white t-shirt for the best effect. I had fun taking shots of the baby alien bursting out of my refrigerator. Oh, yes, there is a screenshot feature so you can save the image seen on your screen. Some samples to follow shortly.

Burster Samples

 

Augmented Reality (AR) Apps

QR Code
QR Code

This is one of those one-thing-leads-to-another stories.

Yesterday, I received an email newsletter with a headline “Are QR Codes an Outdated Technology?” Since I create and track QR (quick response) codes as one of my business services, I was interested and took a look. The story linked a YouTube video titled “Image recognition that triggers augmented reality” from the TEDTalks series. The video was demonstrating an app called “Aurasma” which can be installed on Android and iPhone smartphones.

Robert Burns

Scan me with Aurasma on your smartphone

In my opinion, the video and lecture boiled down to “Why use QR codes as tags when the object can be a tag?” That is: If the image or object has a unique appearance, then it could be used a link to more information when scanned or photographed with a smartphone. So if you’re an artist, you don’t need a QR (quick response)  code on your publicity materials; just use your photo or one of your works, and when people scan it, they will be given more information via the Internet or other medium. In the demo, they used a painting of the Scottish poet Robert Burns, which when viewed with the Aurasma app, a video would take its place with an actor reciting one of Burns’ poems.

I tried out Aurasma on my Samsung Galaxy S III Android phone, and — while it worked — I found that there was a very very small number of companies making use of it. Furthermore, the company behind Aurasma was really providing customized apps for the companies that wanted it so they could create their own social media campaigns and games. These companies included Marvel and DC Comics, Document magazine, and a clothing company called Moosejaw.

Marvel ARMarvel and DC Comics are using augmented reality apps in major cities around the world. Instead of scanning a QR Code with your phone, you could scan architectural landmarks and posters, and then be presented with a video of a superhero or villain in action superimposed over the landmark standing before you. In the example at right, an Avengers X-Men poster is scanned with an app that superimposes a 3D image of Iron Man when viewed through the phone.

This is a good time to answer the question: What is augmented reality? According to Wikipedia:

With the help of advanced AR technology (e.g. adding computer vision and object recognition) the information about the surrounding real world of the user becomes interactive and digitally manipulable. Artificial information about the environment and its objects can be overlaid on the real world.

Think of it as similar to a HUD (heads up display) on a fighter jet or high-end automobile. You see the world in front of your, but computers project additional relevant information into your field of vision.

You can get the Marvel AR app for Android or iPhone from Marvel’s Mobile App page. Come back tomorrow when I show you what Moosejaw did with AR. I’ll also talk about a app that I got a lot of mileage out of yesterday. I’ll give you a clue, its called “Chestburster”. Think sci-fi.

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