What is design for screen? Augmented reality

Augmented reality (AR) is a term for a live direct or a indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input, such as sound or graphics. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. As a result, the technology functions by enhancing one’s current perception of reality. By contrast, virtual reality replaces the real-world with a simulated one.


I found an example of this on the D&AD professional awards

Digital Advertising / Banners & Pop Ups
Augmented Reality Banner

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The King loves tech but loathes printers, so when it came to Burger King using augmented reality, it had to be simple. Without using printouts, banner viewers could see a regular dollar bill turn into BK value menu items right in front of their eyes, just by using their webcams. Using facial recognition, users were then turned into the King himself. This was a tastyaugmented reality experience all within a BK banner, something that’s never been done before.

An example of how this works from Youtube

A completely new concept for me.  Really effective as it engages with a certain audience and also has the potential to become viral and spread.  

Digital Advertising / Art Direction
Recode | Decode

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Saint was asked by the V&A to promote ‘Decode’, the museum’s first exhibition dedicated to digital art. Traditional art is normally created to affect you, while digital art is best when affected by you. We wanted this inclusive philosophy to extend beyond the exhibition, so we created an open-source campaign that encouraged people to recode ‘Decode’. We worked with digital artist Karsten Schmidt to create an interactive art application that invited people to create their own digital masterpieces. The best recodes were used to promote ‘Decode’ in an integrated campaign that blurred the lines between product and promotion, and helped attract over 235%of original footfall targets.

Credits

• Art Director
  David Gamble
  Rodrigo Lebrun
• Creative Director
  David Gamble
• Copywriter
  Rajeev Basu
  Peter Brown
• Flash Programmer
  Ali Kember
  Nick Watton
• Designer
  Dave Price
  Shaban Siddiq
  Sharon Chong
• Developer
  John Cleveley
• Digital artist
  Karsten Schmidt
• Design Agency
  Saint @ RKCR
• Project Director
  Chris Jefford
• Project Manager
  Ellen Chng
• Planning Director
  Mark Sng

I have listed the credits to demonstrate what a huge diverse team is needed to develop a Digital Design project such as this.

The V&A website 

There is an art gallery of Digital designs of people who have interacted with this promotion, making art available to the wider general public.  However this type of promotion relies on perhaps a younger more technically minded audience.  The gallery was displayed on the London Underground so in this way it reached a wider audience.  This tool was used for promotion, education and to engage.