the future is here

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The Future is Here How Immersive storytelling can change the way your brand is perceived

~ Malcolm XThe future belongs to those who prepare for it today.

The media through which you are reaching your audience

BRAND YOUR

PRINT OUTDOOR SOCIAL MEDIATV

Impersonal Media

BRAND YOUR

PRINT OUTDOOR SOCIAL MEDIATV

Noway to find out if the targeted audience actually saw your brand communication in the impersonal media clutter and whatwas their reaction ?

Like doesn’t mean Love

How did they react ?

BRAND RECALL

NO:(

BRAND YOUR

AUDIENCE

As your Brand is getting lost in the overcluttered media

How to reach your audience ?

BRAND YOUR

Take the Audience Inside Your Brand

IMMERSIVE STORYTELLINGTHROUGH

A form of advertising/marketing that focuses primarily on helping consumers experience a brand. While traditional advertising (outdoor, print, television and social media) verbally and visually communicates the brand and product benefits, immersive storytelling tries to immerse the consumers within the product by engaging as many other human senses as possible. Experiences are created through different mediums such as Technology, Art, Design, Video, Interactivity and Environment.

Let Them Experience and InteractAudiences are transitioning from simple consumers of entertainment into dynamic participants in their media of choice. With passive entertainment lulling us into a sense of complacency, this kind of interactive experience satisfies our craving for something more. And once people feel that experience,they become addicted, It triggers that piece of their brain that was active as hell when they were kids.

If marketing is a way to get someone to learn about your product or service, companies would benefit from looking at how learning happens. Some people have high kinesthetic intelligence, and learn much better by touching and doing.There are four cycles important in the learning process: reflective observation, abstract conceptualization, concrete experimentation, and active experimentation.

Different people respond to different learning approaches. But why is it that most marketing focuses only on the first two passive modes? Companies have an untapped opportunity to engage a whole new form of learning through hands-on and immersive experiences.

It’s an immersive experience inside which the audience is put, so the brand connceted to the experience gets a sizable space inside the audience’s mind.

Audience reactions from Mumbai Augmented Reality Experience.

Let them laugh their hearts out

Let them Shoot and Share

Experiential Marketing Trends 2005- 2013

=Virality

Traditional Media can help in getting the audience in to the experience

Experience

Engagement + Sharing

THE IMMERSIVE MEDIUMS

PROJECTIONMAPPINGAUGMENTED

REALITY

Perfor manceArt

PerfoNEW MEDIA

environmentsMULTI SENSORY. ArtPublic

Multiple mediums could be merged to create some totally new experiences.

EXPERIENCES

PROJECTIONMAPPINGAUGMENTED

REALITY

environmentsMULTI SENSORY. ArtPublicPerfor mance

ArtPerfo

NEW MEDIA

AUGMENTEDREALITY

Augmented Reality ExperienceAugmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whoseelements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished ) by a computer. As a result, the technology functions by enhancing one’s current perception of reality.

Augmented Reality Trends 2005- 2013

Fastest Growing TechnologyOne of the fastest expanding and hottest trends is

Augmented Reality technology. Leading brands and technolo-

gy providers are adopting this technology to enhance their

customers’ experiences in new and exciting ways.

Possibilities

LED screen

HD Camera capturing the audience + environment

Audience see themselves and their physical environment on the LED Screen.

> Live Augmented Reality Exp.

3dAugmentedElement

One can Augment a number of 3d elements intothe audience’s environment which they see on the screen.

Applications > Take them to the reality of their dreams

Aspirational Elements and Product Placement Super Natural

Celebrities

http://goo.gl/tqdJrcExample

They can share the image/video on their social network, reaching more people

World’s Best Live AR Experiences >

National Geographic

http://goo.gl/f6MX5T

MCHI Mumbai in Augmented

http://goo.gl/tqdJrc

Zee Fear Files

http://goo.gl/dHGAzC

Axe Angels

http://goo.gl/q3s469

> Mobile Augmented Reality Exp.Possibilities

Mobile AR App Physical Printed Poster

AUGMENTEDREALITY

Poster Viewed through the AR app

Converts the 2d Poster into 3D

http://goo.gl/9rzFmVExample

Real Estate. View 2d brochure in 3D

Make Articles and Ads in Mags come alive

Try out Shoes / Watches

Applications > Let them enhance the reality around them with your Brand.

PROJECTIONMAPPING

3d Projection Mapping3D Projection Mapping is an exciting new projection technique that can turn almost any surface into a dynamic video display. Specialized software and technique is used to warp and mask the projected image to make it fit perfectly on irregularly shaped screens. When done right, the end result is a dynamic projection installation that transcends ordinary video projection. 3D Projection Mapping can change the perception of the audience’s reality and take them to a totally surreal world of your brand.

3D Projection Mapping Trends 2005- 2013

It’s time for Brand TheatricsProjection Mapping on buildings or other indoor surfaces is a

sure-fire way of attracting attention , as more and more

brands are discovering. ’Brands are looking to leverage new

and emerging technologies to surprise and delight

consumers. 3D mapping enables a marketer to differentiate

the brand by creating a memorable, inspirational experience

with an immense recall of the same.

What is 3D Projection Mapping ?Projection is generally on a flat surface like wall or flat screen. Video Projection Mapping is a exciting new projection tech-nique that can turn almost any surface into a dynamic video display.

If projected on a 3D Surface. The projection light covers all three dimensions of that object.

Through this technique the projection light is controlled and projected on the specific of the structure. The light doesn’t spill out of the object. In short the projection can be controlled for each surface

Animation and 3D content is creaed for each surface. For example in the diagram below the colour of each surface is changed and the top cube is made to look transparent.

Applications >

Outdoor on Architecture > Brand Launches or Activation

http://goo.gl/EsOUzHExample

Outdoor on created structure > Concert / Brand Launches or Activation

http://goo.gl/ltnNFrExample

Indoor > Stage / Exhibitions / Fashion Show / Brand Launches or Activation

http://goo.gl/OlRGVvExample

Ritu Kumar Projection Mapping installation

Skoda Fashion Party

New Media Perfromance ArtThe past decade has seen an extraordinarily intense period of experimentation with computer technology within the performing arts. Digital media has been increasingly incorporated into live theater and dance, and new forms of interactive performance have emerged in participatory installations. Multiple Mediumslike Projection Technique, LED Screen technology, Kinect and Contemporary Theatre and Dance has been merging to create spectacular new experiences.

Perfor manceArt

PerfoNEW MEDIA

Possibilities > Interactive Dance / Stereolize ActApplications> Brand launches / Fashion Shows / Performance Piece

Stereolize Act involves one or multiple performance artists interacting with Live Visuals on the backdrop screen. Spectacular visual narratives and liveperformance could be mixed together to create a never seen before experience.

http://goo.gl/f7ubM5 Example

Multi.Sensory EnvironmentsWith advent of cutting edge display technologies like Projection and Led Screens, combined with music and performance, some spectacular multi-sensory experiences could be created for the Audience. Experiences which transcends the ordinary and which reaches the audience in a multi.sensory form.

environmentsMULTI SENSORY.

Possibilities > Projection Mapping / Display Screen Environments + Live Video ArtApplications > Brand Launch / Music Festival / Brand Activation / Fashion Show / Music video and Films

Example >http://goo.gl/qjKJPB

Possibilities > Live Performance + Live Video ArtApplications > Brand Launch / Music Festival / Fashion ShowSuited for music festivals like NH7 / Sunburn or in a spacious club space., It is a multi dimensional non linear narrative, which unfolds through large projection screens. The story is filmed and produced in advance. during the show, the characters of this narrative are also present in the physical space interacting with the audience while the same characters are seen on the screen. The DJ and Visual Jockeys are also part of the story. This whole experience puts the audience inside the narrative and be part of it, rather than just a viewer.

http://goo.gl/psSUuq Example

Schizoids > Performed at Zenzi Mills, Mumbai

Public Art signifies a particular working practice, often with implications of site specificity, community involvement and collaboration. The term is sometimes also applied to include any art which is exhibited in a public space where it could be experienced by a larger audience. In recent years, public art has increasingly begun to expand in scope and application — both into other wider and challenging areas of artform, and also across a much broader range of what might be called our 'public realm'. Such cultural interventions have often been realised in response to creatively engaging a community's sense of 'place' or 'well-being' in society. Public Art forms like Installations, Street and 3D Art can connect to the audience by it’s aesthetics, message or grandeur. It is time for so called “high art” to come out of thegallery space and stand within its roots. In the Public, for the Public.

Public Art

ArtPublic

Possibilities > Installation ArtApplications> Brand launch / Brand activation / Public awareness / Exhibitions

http://goo.gl/qt7y4c Example

Le Mill Bird Installation in Collab with Siddhartha Kararwal and Mrugen Rathod

VR Mall Kinetic Installation in Collab with Siddhartha Kararwal and Mrugen Rathod Hermes Launch in collab with Nandita Kumar

Ela Launch in collab with Nandita Kumar

Hazard in Collab with Asim Waqif > India Art Fair 2010

Possibilities > 3D ArtApplications> Brand launch / Brand activation / Exhibitions / Public awareness

http://goo.gl/YEEyHR Example

Mchi Property Show 132 X 40 Ft Entrance

Possibilities > Street ArtApplications> Brand launch / Brand activation / Buzz Creation / Public Awareness

http://goo.gl/mncbKIExample

Rajesh Dahiya

Yantr

Yantr

Anpu

& Then

Make Them Happy :)

Audience reactions from Fear Files Augmented Reality.

Transhuman Collective (THC) is a multi-disciplinary collaborative project inspired by the philosophy of Transhumanism. Abbreviated as H+ is an international cultural and intellectual movement which focuses on technology and collaboration to greatly enhance human intellectual, creative, and psychological capacities.

THC provides Creative Direction & Consultancy in Design and Branding as well as extending the Brand Positionings to other Immersive and Digital Mediums. With a very strong understanding in Branding, Transhuman Collective believes in combining different traditional aswell as new mediums to weave a Transmedia Story.

THC is the brainchild of Soham Sarcar & Snehali Shah. They both have more than 12 years of Professional experience, having worked with the top Advertising Agencies and Design Companies like JWT.Fisheye Designs. DMA Yellow Works. Onio Design. Eureka Moment and Ogilvy before Soham co founded &Then in 2008. After working with &then for 2.5 years as a director, had quit in 2010 to start Transhuman Collective with Snehali. Experience combined, they have handled more than 300 Brands across industries .Their experience spans across a wide array of disciplines ranging from Advertising, Print Design, Motion Graphics, Interactive/New Media Design, Information/ Environmental Design, VFX/Animation and Branding/ Packaging. and Experience Design

THC's work bears a stamp of radicalism, original design style and unmatched technical edge. Lived and worked in 6 States, they very well understand the Indian audience and it's cultural semantics which enables them to create brands and experiences across multiple domains.

They have been synonymous in spearheading the Alternative Visual Art movement in India since 2006, experimenting with cutting edge visual technologies like Live Video Art, 3d Projection Mapping, Augmented Reality and other Interactive Technologies as well as creating traditional Art Installations and Street Art.

Want to create an immersive story for your brand ? Buzz us on

http://www.transhuman.in | [email protected] | +91 9967960018