For my graduation project at DEPT® Agency Amsterdam, I explored the possibilities of integrating augmented reality (AR) into marketing campaign pitches. The project focused on enhancing their pitch strategy by leveraging AR to create interactive and engaging presentations for potential clients. By incorporating AR, I aimed to showcase how immersive technology can elevate pitch effectiveness and offer a dynamic way to visualize campaign concepts.
Project Overview
Problem Statement
Clients often struggle to fully visualize and grasp campaign ideas when presented with complex or immersive technologies. This difficulty in understanding can hinder their ability to appreciate the potential of innovative concepts, leading to challenges in securing buy-in or making informed decisions.
Design Challenge
How can the Dutch Brand and Advertisement team at DEPT® Agency develop an application with AR prototypes to flexibly pitch new AR capabilities for campaigns (such as LiDAR scanning, GEO-AR, and collaborative AR) to potential clients?
Concept
DEPT® // AR is an innovative application utilized by the creatives at DEPT® during client pitches to enhance their campaign presentations with added augmented reality (AR) concepts. This tool allows clients to experience AR ideas firsthand, rather than just visualizing them through static presentations. By enabling clients to interact directly with the AR prototypes, DEPT® // AR makes it easier for them to understand and appreciate the potential impact and functionality of AR in their campaigns, leading to more engaging and effective pitch outcomes.
DEPT® // AR
Research
Hype Cycle
In the realm of Creative Technology, AR plays a crucial role, especially in concept development. With nearly everyone owning a smartphone, AR has become highly accessible.
Since 2018, AR has evolved beyond the Hype Cycle and is now a standard part of our lives, moving from a "technology to watch" to a "technology to use." This phase is known as the Plateau of Productivity. AR continues to advance, with growing capabilities such as geo-based AR, LiDAR technology for realistic 3D models, and collaborative AR for interactive experiences.
Recent new technologies in AR
Staying updated on the latest developments and technologies enables me to contribute to innovation and creativity in my field and offer DEPT® clients the most cutting-edge solutions. To explore recent advancements, I researched new technologies in AR.
I found that AR has the potential to significantly transform how we communicate and interact with our environment. Key developments in AR technology include:
○ Gateway to the Metaverse (portal technology)
○ Voice User Interface (VUI)
○ LiDAR scanning technology
○ AR meets AI
○ GEO-located AR
○ Voice User Interface (VUI)
○ LiDAR scanning technology
○ AR meets AI
○ GEO-located AR
Stylesheet
I used these free form images from the visual department as inspiration for the color palette, selecting yellow and purple as highlight colors for active elements, while using shades of gray for inactive elements and text. I chose to maintain the same font throughout for consistency.
Design Process
Zero State
To guide users from scratch (with no prior knowledge of the app's purpose), I added introductory screens with information. For example, the initial information screen briefly explains the app's purpose and directs users to the navigation pages within the app.
Inspiration
Users can browse through marketing-related AR cases from other campaigns simply by swiping. This feature provides insights into what other brands, and possibly even competitors, are doing in the AR space.
○ Users navigate through inspiration cards by swiping. This popular and intuitive interaction is retained in the design.
○ To organize and structure the inspiration, I developed three categories for the AR projects:
- Big, Bold, and Out There: Features projects that push the boundaries of AR with unconventional implementations, such as art projects combined with AR.
- Spread the Word: Includes projects that are part of branded marketing campaigns, tailored for the advertising world, like campaigns from brands such as Coca-Cola.
- Tell a Story: Focuses on projects that address cultural or social issues, using AR for visual storytelling and narrative.
- Spread the Word: Includes projects that are part of branded marketing campaigns, tailored for the advertising world, like campaigns from brands such as Coca-Cola.
- Tell a Story: Focuses on projects that address cultural or social issues, using AR for visual storytelling and narrative.
AR Ideas
On this page, users can scroll through various AR lenses using the latest AR technologies. The AR template lenses are designed to be easily customizable to fit personal preferences, such as a brand's style with its logo. This makes it both attractive and budget-friendly for in-house development.
○ The filter Navigation is inspired by social media platforms like Instagram and Snapchat, which extensively use AR filters.
○ The info button provides information about the costs and timing for developing the AR filter. This is crucial for selling prototypes to clients.
The Silver Package includes the basics of AR development for the template filter, with minimal brand style adjustments.
The Gold Package is an upgrade from the Silver Package, offering options for multiple customizations, bespoke 3D models, and the addition of several interactions.
DEPT® // AR
On this page, users can scroll through various AR lenses showcasing DEPT®'s past AR projects. By displaying successful AR cases developed by DEPT®, clients can see how AR can enhance the impact of their own brand or campaign. It also provides creatives with insights into the cases DEPT® has created in a clear and interactive manner.
AR Development
I developed two AR prototypes utilizing cutting-edge AR technologies—Voice User Interface (VUI) and Portal Technology—to showcase in the application.
The first prototype integrates VUI, allowing users to interact with AR elements through voice commands, enhancing the user experience with hands-free control. The second prototype leverages Portal Technology to create immersive AR experiences by placing virtual portals in real-world environments, giving users the ability to explore new dimensions.
