ArtScience Museum (ASM) Digital, Case study Into The Wild [image] by Google Creative Lab

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Into The Wild [image]

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Industry Museums & Libraries, Shows, Events & Festivals
Media Digital, Interactive & Mobile, Case study
Market Singapore
Agency Google Creative Lab
Executive Creative Director Kc Chung
Media MediaMonks
Released December 2016

Awards

Spikes Asia 2017
Mobile Augmented Mobile Experience Grand Prix
Digital Craft Augmented Reality (Ar) Gold Spike
Mobile Innovative Technology Bronze Spike
Digital Craft Technological Achievement In Digital Craft Bronze Spike

Credits & Description

Client: Google, Lenovo And Wwf/ Arts Science Museum
Agency: Mediamonks Amsterdam, The Netherlands
Entrant: Mediamonks Amsterdam, The Netherlands
Idea Creation: Mediamonks Amsterdam, The Netherlands
Idea Creation 2: Google Asia Pacific Singapore, Singapore
Idea Creation 3: Lenovo Singapore, Singapore
Idea Creation 4: Marina Bay Sands Singapore, Singapore
Idea Creation 5: Wwf Singapore, Singapore
Pr: Google Asia Pacific Singapore, Singapore
Production: Mediamonks Amsterdam, The Netherlands
Production 2: Google Asia Pacific Singapore, Singapore
Production 3: Marina Bay Sands Singapore, Singapore
Head Of Creative Technology: Miguel De Andres (Google Asia Pacific)
Executive Creative Director: Kc Chung (Google Asia Pacific)
Creative Business Partner: Jun Shea (Google Asia Pacific)
Executive Producer: Richard Mayo-Smith (Google Asia Pacific)
Creative Production Partner: Mediamonks (Mediamonks)
Supporting Webpage: http://asm-intothewild.hello-j...
Describe the campaign/entry:
‘Into The Wild’ is a mixed reality experience that transformed over 10,000 square feet of the Singapore ArtScience Museum into a virtual, interactive rainforest. The aim is to use the power of mixed reality and cutting edge technology to help people in Singapore experience first-hand the devastating effects of deforestation and learn more about some of the region’s most endangered species.
Using the the latest Google Tango technology and Lenovo Phab 2 Pro, the experience is designed so that visitors would follow a loose narrative playing the role of a park ranger whose role is to keep forest safe.
And at the end of the experience, Into the Wild becomes a reality when the virtual tree that people can plant as a symbolic act becomes a real tree donated to the Rimbang Baling rainforest (home of the endangered Sumatran tiger) by the project’s sponsors.
Creative Execution:
Implementation
Into the Wild was designed in Unity3D, based a true-to-scale model that was provided by the museum as a reference for where every virtual part of the experience would have to go.
Placement
We didn’t place virtual objects in the real world. Rather we made an entire virtual world that is a 1:1 scale of the museum. Following this, we then transformed the real world Tango device location to sit inside of the virtual world.
Scale
For the experience we utilized the space of the ArtScience Museum to make a virtual Rainforest come alive, covering a total of 10,000 square meters.
Timeline
Project took around 4 months from conception to delivery.
In less than a month, 10,581 visitors tried the experience. 1391Km distance has been walked by visitors. Over 50+ news stories across arts and culture, tech and lifestyle global and local publications on the magic of this AR experience with the Lenovo Phab 2 Pro device.
In the crowded mobile market, every new device boasts of an innovative feature. Instead of talking about the transformative power of the new Google Tango technology that is unique to the Lenovo Phab 2 Pro, we wanted to put it into the hands of the consumers and let them enter a different virtual realm. By creating a publicly accessible AR/VR experience that first aims to entertain and engage, we created a product demo like no other.