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Augmented Reality XR Future Pitch

AR Marketing / AR Collaboration / Future mobility concepts

We were able to win the pitch of Mercedes-Benz AG with our concept and our augmented reality prototype.

 

"XR Future enables a look at the future of livable cities and opens up new perspectives. The diversity and interaction of future mobility can be experienced, as well as the certainty that the future, despite all optimizations, technologies and rationality, is a human and livable place."
 

The pitch had two stages. In the first round there were 5 participants, in the second only two. The task was to develop an AR application that overlays a real white model of an urban neighborhood with AR and makes the future interaction of mobility tangible.

The most important criteria for the pitch decision were:

  • Maximum possible look & feel on current iPad. 
  • Stable tracking
  • Play out AR strengths - vivid story, creative ideas
  • Transferable to different predefined verticals (different white models).
     

We completely animated the vertical "neighborhood" with life and different urban situations. Pedestrians walking through streets, vehicles, a rooftop cafe, joggers, drones, wheelchair users, etc. Then we conceived the storyline of the future crosswalk. The scene was highlighted by a Magic Blob. Objects that come into the blob or were in it get a higher level of detail, two-dimensional vehicles become three-dimensional. With this emphasis, the focus is on the situation, the look and feel is improved, and the content can be experienced more intensely. This combination of high-end visual quality, creative ideas and technically clean execution secured us first place in this pitch.

Client

Mercedes-Benz AG

Beyond the obvious

Expand your "real" product world with us!

Get to know our AR agency!

Vertical "Quartier"

Different verticals - real base models, are used for overlaying with AR. The verticals can be a whole district, a neighborhood or just a vehicle. The jump in scale is not a problem in AR.

Mercedes-Benz__XR_Future base model
AR overlay of base model

Vertical with AR

The overlay and extension of the real world with digital content.

Objects, animations and information.

Magic Touch

The Magic Touch was supplemented to visualize a data layer. By swiping, additional metadata can be accessed at this location, providing information about traffic density, pedestrian flow, etc.

Magic touch steps
Tracking markers

Marker

The markers enable virtual content to be perfectly superimposed on the real model.

"The augmented reality application is a super tool to collaborate on new ideas and shape the mobility of the future."

 

Thomas Siegel
Society & Mobility PIONEERING @DAIMLER AG

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Need Help?
Please Contact us.

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+49 711 219 578-0

 

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