With younger audiences flocking to platforms like TikTok, YouTube and even using metaverse platforms like Fortnite and Roblox, brands are looking for new ways to launch products and captivate audience attention. One of the most innovative methods is extended reality.
What is extended reality?
Extended Reality (xR) is an umbrella term under which Augmented Reality (AR), Mixed Reality (MR) and Virtual Reality (VR) all exist.
In 2021, the global AR, VR, and MR market was valued at around $30.7 billion alone.
In essence, xR relates to all technology that blurs the lines between the physical and virtual world. It is an extension of green screen technology and is changing the way many are delivering experiences.
Real-time, photorealistic graphics are generated by powerful graphics engines, like Unreal Engine, and projected onto LED screens surrounding a ‘stage.’ Camera tracking technology means the virtual scenes change based on camera movements – making the environment fully immersive. Talent and those presenting no longer have to guess where virtual elements are in the scene like they had to do with green screens. They can even present data interactively with 3D visualisations. Those using xR can travel to multiple locations and feature a variety of different content – all from a single xR studio.
disguise offers an industry-leading solution for brands
disguise, a company pushing the boundaries in xR, integrates graphics engines, LED technology and camera tracking into a single workflow. Named disguise xR, this workflow has powered over 400 immersive real-time productions across live entertainment for music artists such as Katy Perry and Billie Eilish, film and episodic TV productions for Netflix and Amazon Prime, corporate presentations for Siemens and Verizon, and live broadcast programmes from Eurosport, MTV and ITV, in more than 40 countries.
Volvo uses disguise for its first product launch in Brazil
For the new F truck line product launch, Volvo and its advertising agency Avantgarde Brasil wanted to create an immersive experience that presented cinematic scenarios featuring a wide variety of scenes ranging from the brand’s roots in Sweden to a journey across Brazil, from North to South, without leaving the factory.
Typically, a script that called for the new truck line to be seen in various settings would have required extensive driving and location production. Instead, the team tasked Brazil-based technology solutions provider MAXI AV with producing the half-hour show, which integrated xR elements to enrich the audience experience and streamline the production.
Maxi AV relied on disguise xR to produce a completely immersive virtual environment for the new truck to be showcased in. With the help of the disguise vx 4 media playback server and rx real-time rendering node, they recreated their xR studio in the Volvo factory in Curitiba, Brazil, to host the production. Here, the Volvo trucks simply rolled off the factory floor and into the studio, where virtual sets showcased them driving across Brazil. The new vehicles could rack up virtual mileage from location to location without moving an inch!
The launch was a huge success, gaining over 75 000 livestreams on YouTube.
The Lenovo Tech World Conference uses disguise xR to showcase their futuristic mindset
The 6th edition of the Lenovo Tech World Conference brought together some of the industry’s top leaders, experts, scholars, influencers and media from all walks of life in a “futuristic city” virtual setting to discuss how technology removes barriers to opportunity, empowers intelligent transformation and innovates faster in the era of new infrastructure.
As it was the first time Lenovo had experienced the opportunities of xR technology, they enlisted the services of the team at Ding Dong Studio who applied mixed reality (MR) elements within the disguise workflow to create vast and dynamic virtual backdrops for each presentation topic.
The disguise xR workflow allowed the producers to seamlessly integrate camera tracking systems and real-time content rendering from Unreal Engine to cover the real environment beyond the LED screen in real-time, and at the same time, turn on a virtual set extension around the speaker.
Augmented Reality (AR) workflows enabled by disguise xR meant that Lenovo could bring to life various key points highlighted within the talks. enabling presenters to deliver more compelling content and immerse viewers into the futuristic setting.
“The disguise xR workflow allowed us to turn the Lenovo Tech World 2020 into an ‘intelligent’ and high-tech live stream. The whole process was smooth and with low latency, which not only made the audience experience the creativity and intelligent elements of Lenovo technology in real-time, but also gave them a unique visual experience,” said Ding Dong Studio Technical Directors, Tan Lei and Yang Jian.
The future of xR holds endless opportunities
With xR, brands can start engaging with their audiences on a whole new level. Another virtual platform called the metaverse is currently valued by Goldman Sachs as an $8 trillion opportunity. With xR being a key way to get access to these virtual worlds, brands like Gucci, Ferrari, Balenciaga and many more are seeing the value in the virtual space.
disguise, with its ever-increasing global partner network, is able to bring to life any brand experience possible. The future of this technology is truly anything we can imagine.