MED · Augmented reality
Augmented reality development + AR asset production, Marshall Media: Put it in
the room.
Augmented reality blends digital elements into the real world. Whether it lands has little to do with how the model renders and everything to do with whether the thing holds its place, its scale and its material once it is sitting on somebody's floor.
MED · 06/09
- Route
- /media/ar
- Division
- Media
- Output
- 05
- Registers
- 04
- Status
- Productized
MED · 01
The question a picture cannot answer
Count the messages your team answers about size — will it fit, how big is it actually, what does that finish look like in daylight. Every one of them is a photograph failing to answer a question about a room it was never in, and the ones nobody asks come back later as a return. A viewer who can stand the thing on their own floor stops asking.
MED · 02
What we build for AR
The asset is the deliverable and where it anchors is the craft. An object that has to read correctly on a table is a different build from one that has to sit on a building, and the second is not the first with a scale factor applied.
- Product placement
- Packaging + label
- Architecture on site
- Event + activation
- Real-time assets
MED · 03
Built for real time, not for a render frame
A render frame carries as much geometry as the machine will hold, because it is computed once. An augmented-reality asset is recomputed every frame on a phone that is also running its camera. Polygon budget, baked materials and file weight are decided before the model is made — retrofitting them afterwards is a rebuild wearing the word optimization.
MED · 04
How it arrives
As a link, or inside an application you already ship. That call is made before the asset is built, because it sets the weight the file has to fit and the devices it has to hold up on. None of it is tied to where anyone is standing: the asset travels, and the room it lands in is the viewer's own.
The rest of media.
MED · 09 service areas
- CinematographyCommercial, documentary and narrative work, cut for the screen it will actually play on.
- PhotographyStills that hold up cropped to a square and printed at A1.
- DroneAerial coverage graded to match the ground footage. Not bolted on afterwards.
- Cinema roboticsMotion control for the move a human operator cannot repeat twice. Same pass, frame for frame, as often as the shot needs.
- 3D + animationModels, environments and animation built to render and ship, not to look good in a viewport.
- Virtual realityEnvironments a person can stand in, turn around in and judge at their own height, before anything is built.
- Graphic designHierarchy first. The eye goes where we sent it, at any size.
- Multi-media productionMost jobs need more than one of the above. One lead scopes the shoot, the stills, the aerial and the cut as a single delivery.