Image by Virgin Disruptors
Recently our Interactive team has been getting progressively more excited about the content experiences we can create for the Microsoft Hololens device and other mixed reality headsets that are coming in the future.
We’ve been working at the cutting edge of augmented and virtual reality extensively for more than four years. We are positioned to create the most immersive content that has ever been possible by pairing some of the world's most talented CGI artists with developers working at the forefront of real-time graphics, and by adding a thorough knowledge of computer vision. This technology enables the production of creative content that transports the user to worlds of our creation or that mediates the real world with convincing 3D objects.
These are our five quick facts about how Microsoft Hololens will change how brands market to consumers :
1. Hololens adds a layer of holographic content in true context with the user’s environment
As soon as we unboxed the Microsoft Hololens and started to explore some of the initial demos, we were struck by the tremendous potential the device offers. We are enabled to add a layer of holographic content in true context with the user's environment. This is the main difference from the more traditional augmented reality devices. Now we have the most exciting new options for content creation… 3D models of objects can appear either as part of the user's real surroundings or be combined seamlessly with the real world to make up an entirely new mixed reality environment.
2. No physical restrictions
For example imagine you are standing in an artificial CGI environment created by our team. You, as the user, can move around and interact with this new environment as if you were really there. It is this freedom that separates Hololens from VR, not limited to the length of the lead to which the headset is tethered, nor the area which is being scanned by sensors…. The Hololens is an untethered, yet networked device; it's continually able to 3D map its surroundings and in real-time merge real geometry with CGI components we’ve created.
3. Connectivity
Being a connected device is another key attribute. Many users wearing Hololens’ headsets can see and interact with the same holographic assets simultaneously whether they are in the same physical environment or on other sides of the planet.
4. Excellent voice recognition
Add to this the fact that Hololens has excellent voice recognition capabilities, helped by Microsoft’s rapid advancements in speech recognition that enable remarkably accurate voice controls.
All of the above features lead us to believe we are looking at of the most exciting developments in immersive visual technologies we’ve witnessed to date.
5. Shift on the traditional one-way communication style
Our rapid move towards mixed reality made possible with the Hololens, will have huge implications on how our brand clients market to consumers. Without doubt, these devices will play key roles in education, how efficient we are in work and how we interact with each other both professionally and personally - they will be engrained in our everyday lives. How brands leverage this new medium to impart their messages to audiences is currently a topic of much debate and area where we at Happy Finish are making interesting headway.
One thing that’s very clear is the content brands will create for Hololens and similar headsets will not be of a traditional one-way communication style like a TV commercial or a Print Ad. Mixed reality offers the best ability yet for brands to develop meaningful long-term interactions with target customers. These conversations will be supported by our ability to personalise content better using artificial intelligence and machine learning.
The brands that make early wins using Mixed Reality as a marketing tool will be those that develop useful, meaningful mixed reality interactions that offer utility to the end user.
If you are interested in what mixed reality can do for your brand campaigns, please don't hesitate to get in touch.
