But while Ariel was busy cleaning up a mess, Mr. Beam was dumping all sorts of colors into a plain white room. The clip below shows how their blank canvas was anything but limiting, even going so far as to seemingly manipulate the textures of the items in the room (perhaps most impressively when the couch “becomes” leather at the 0:34 mark). While this example is certainly visually appealing, it also speaks to projection mapping’s ability to overcome special limitations in finite environments. After all, this clip runs through as many rooms as you’d find displayed in some department stores, all within the confines of a modest space. Does this mean that future IKEAs could fit into a crammed storefront on Milwaukee Avenue? It’s possible.

Speaking of working within limitations, it’s no secret that projection mapping requires some incredibly precise alignment between the projected elements and the surfaces on which they interact. That explains why many of the more elaborate shows are stationary displays in a single location, never to hit the road. Well, apparently that era’s over. DJ Amon Tobin recently embarked on a tour in which he’s embedded in a gigantic wall of cubes, onto which an accompanying array of intricate projections swirl, explode, grind, and shatter in rhythm with the music. (See the behind the scenes clip below.) Holy crap, it’s definitely the future.

But the four-wheeled madness doesn’t stop there. Check out the above race from Hot Wheels, featuring a three-dimensional obstacle course projection-mapped on a building in Sydney. (Thanks to Karlin from MUSE for the tip.)

Speaking of races, check out the above clip from a Cornetto projection in Istanbul. In the midst of a big ol’ street party, the brand projected an interactive casual game where onlookers could compete against each other using their phones. As if an interactive projection didn’t have enough stopping power! It’s great to see that, no matter how many projection examples we share, someone always seems to be raising the bar on what’s possible with this medium.

The rise of touchless, gesture-based interfaces is certainly a hot topic, particularly with the arrival of immensely-hackable Kinect console from Microsoft. It seems like each day brings us a clever new twist on this system, and many of these offerings have the potential to dramatically change the marketing world, especially in-store. The video below (from Germany’s Innovative Retail Laboratory) demonstrates just one of many potential applications: a prototype that would reduce confusion at the fresh food counters in grocery stores. As shown in the video, the Kinect system recognizes exactly what the customer is pointing to in the glass cases, and relays that information to a display screen. This particular system also integrates a scale, so the shopper knows exactly how much a given food item will weigh and cost. We’ll be taking a deeper dive into these gesture-based interfaces over the next few months here at the blog, so stay tuned!

Transcript from Upshot’s Air Presenter Demo video:
Our interactive team is always looking for practical applications of emerging technologies, and we wanted to take you behind the curtain with a nifty tool called the Air Presenter. It’s from a company called So Touch, and it takes all the clicking out of boring ol’ Power Points and instead uses gestures to move through a presentation. Soon, you’ll be able to capture these gestures via the much-hyped Microsoft Kinect, but the system currently requires a device called the radarTOUCH… and here at Upshot, we got our hands on the first radarTOUCH shipped to the US. Above, you see our own Brett Pachol walking us through a few of the Air Presenter’s features.

Importing a basic PowerPoint into Air Presenter is a simple process, and for a standard presentation, your slides will appear in the carousel format shown here. A presenter can scroll between slides, wave them on or off the screen, and zoom in to individual slides by pulling your arms in opposite directions. For any presentations with embedded videos, it’s easy to pull them up too. Air Presenter also allows you to use gestures to control playback functions such as muting and pausing.

But Air Presenter’s biggest step forward is its ability to fully manipulate 3D models, turning them in any direction or zooming in with intuitive gestures. Ok, so maybe the cartoon cow in the demo version isn’t the most convincing image to use when making the case for business applications, so let’s talk through what could be demonstrated with this particular feature. Three dimensional renderings of new products or new packaging are obvious applications, especially for B2B presentations or pitches. But we could also go much bigger – and frankly, much smaller – too. If your service is location relevant, you could Find Your Place by mapping this information onto a 3 dimensional globe or map. Or, if the key to your presentation is in the details, you could zoom in and take a deeper dive into the components of your product.

As gesture-based interfaces continue to rocket to popularity in 2011, we can think of plenty of places where an Air Presenter system would spice up a presentation. For B2B applications, this tool is clearly made with exhibit halls, trade shows, and conferences in mind, as well as 3D retail models or architectural proposals. But, we see the potential for consumer-facing applications as well in immersive retail environments like flagship stores, where shoppers could browse through three-dimensional renderings of the products, get additional information about these offerings, or just be entertained by branded multimedia content. We’ll be keeping an eye on this system and it’s peers, and the only gesture you’ll need to make is following our coverage at Upshot’s theawesomeblog.net.

Ever since Sao Paulo decided to ban billboards, ad folks in the US (and around the world) have nervously wondered, “Could it happen here?” While it’s hard to say, we’ll soon know what that scenario would look like, thanks to the latest project from Morgan Spurlock (of Super Size Me fame). He’s developed a platform called No Ad that taps the power of crowdsourcing to virtually erase billboards and outdoor ads in US cities. (Thanks to Jaclyn Gordyan for the tip!) He starts by filming a panoramic view of the area in question, and then asks fans to use the site (essentially an online, stripped-down version of Photoshop) to replace the ads in each frame of the clip. And Spurlock’s aiming high to kick things off: he’s taking on Times Square. While it’s unclear whether this campaign is reflective of a larger sentiment among Americans (one could certainly make the argument that the advertising clutter in Times Square is precisely the draw of the place), it’s certainly a reasonable discussion to have about the future of advertising. After all, knowing that consumers are seeking Primitive Simplicity in their personal lives, is it just a matter of time before this preference gets applied to experiences outside of their homes? It’s certainly a possibility.

But, as we’ve regularly restated, don’t mistake this desire for simplicity as an anti-technology stance. In fact, certain technological advancements are considered to be the solutions to these dilemmas, rather than the problems. For instance, let’s consider one of our favorite things in the world: interactive projections! (We’ll take any excuse to mention them, won’t we?) In this case, it’s MINI Cooper projecting virtual vending machines in a handful of Canadian cities, as seen in the video above. Passersby choose from nine different MINI paint jobs and text their selection to the projection, at which point the selected car is discharged in a very MINI-esque manner. But, in the context of our discussion above, does this kind of OOH experience qualify as clutter or enhancement? One could argue that it’s a shiny, distracting intrusion each city’s nightlife, while others could make the case that turning a boring ol’ building side into an interactive, engaging source of entertainment that enriches the participants’ evenings. Moreover, projection as a medium is inherently temporary, requires relatively little power, and leaves no lingering impact on the environment. If we can check those boxes off, does Spurlock’s complaint become spurious?

(Aside from the clutter discussion, we do want to note one other spot where the campaign falls short. After choosing their car, the recipient receives a text message inviting them to Like MINI on Facebook. Certainly, some follow-up is better than none, but considering the projection’s level of engagement, shouldn’t the SMS deliverable be equally engaging? Why not ask the participant for their zip code and provide them with the nearest dealer, or offer them a chance to schedule for a test-drive, or offer some promotional incentive to walk into the dealership? Seems like a missed opportunity.)

These kind of projections are only the beginning, especially considering what hack-happy designers are doing with the Microsoft Kinect system. The gesture-based interface is proving to be enormously versatile, delivering jaw-dropping interactive experiences without the need for wires, controllers, or other electronic clutter. One example that we especially enjoyed is the music video below, in which the German group Moullinex uses 3D motion-capture to show renderings of the musicians in action. Better yet, the group was kind enough to share the secrets behind their process, just in case anyone else has a hankerin’ to be Driven by Data. Knowing that these low-impact, high-engagement options are becoming more readily available, are critics of consumerist clutter going to view these solutions as resolving the problem or making it worse? If you’ve got an opinion on the matter, let us know in the comments below.

I’m not sure what class Google is taking, but it’s definitely the star student. There was clearly some extra-curricular work behind their just-released Google Art Project, which delivers over a thousand works from 17 of the world’s finest museums right to your browser.

Reapplying the technology that generates images for Google Street View (see the behind-the-scenes video here), Google’s Art Project lets users virtually stroll around the museums and see these pieces in incredible, high-res detail (yes, even down to the brushstrokes). In addition to sidebars loaded with information about the artists and the history of the pieces, users can also sign in to save images to their personal collection, as well as adding comments to specific points on each zoom level. In other words, if you want to start a discussion about a particular point on The Birth of Venus, drill down to an extreme close-up and leave your comment. Or, if you’ve got an interesting insight about the Bodhisattva sculpture in the Smithsonian, stay zoomed out and add your point at that level. For all the criticism about Google not “getting” social, it’s easy to see how this setup can be used to drive conversations. And, with those conversations driving awareness, interest, and understanding of fine art around the world, it’s easy to see how this fits our Brand Patronage trend for 2011.

Of course, there’s a reason Google’s as profitable as it is – these creative flourishes always seem to have a business application buried deep below the surface . Art Project is no different, as it does a brilliant job of showcasing how Google’s Street View can work indoors. In related news, Google has been expanding their Street View service into selected stores around the world, meaning that as you virtually “stroll” along a Google map, you can continue right into the front door of these retailers for a panoramic view of their selection. (As Google tends to do, they’ve created yet another adorable video to promote the service – see the bottom of this post.) This isn’t the first time we’ve seen Google having some fun with their Street View functionality, and it’s yet another manifestation of Life in the OOC. The first steps of the path to purchase continue to move further into consumers’ homes, with shoppers having the power to run price comparisons, check inventory, and get detailed product information before they step foot out of the house. The ability to scope out the inside of these stores gives shoppers one more tool in deciding where to shop, creating an efficient plan for getting through the store, and (with the rise of site-to-store ordering) even selecting the items they plan to purchase, right from the comfort of their own homes. That sure sounds like a masterpiece of technological innovation to us.

You know we love projections. You know we love talking about them. But did you ever think we’d be talking at them?

Neither did we.

Check out the ridiculousness happening in the video above. It starts with an already-awesome projection-mapped building in Lyon, France, but things get really interesting when the creators drop a microphone in the audience. When spectators speak, shout, and sing into the microphone, the projection responds by warping the display according to the tones in the person’s voice.

Ho. Lee. Crap. That’s about as awesome as it gets. Enjoy this Friday-appropriate indulgence, and we’ll catch you next week.

Well, this kind of blows my old Super Nintendo soccer game out of the water.

Check out the trailer above for I AM PLAYR, a game that’s currently in development, but slated for a beta release this year.

There’s a lot happening here, but we’ll try to give you the gist. The game is a first person narrative of a football player (the soccer kind) who’s just getting started, and has to face numerous challenges on and off the field. While you develop your skill set and compete in matches, you’re also tasked with managing your teammates, your social life, and… well… your more “intimate” fans.

While that’s certainly an interesting storyline, it’s also only the first chapter. As players navigate their character through the game, they compete against a global audience of other players to see who can develop the top-ranked star. Moreover, the game takes a page from alternate-reality gaming (you remember our coverage of ARGs, right?) and lets the elements of the game seep into the player’s everyday lives. Characters from the game communicate with the player by text and video, radio broadcasts cover the happenings from around the league, and even the tabloids are (reportedly) willing to dedicate headlines to the events that transpire within the game.

Admit it. You’re impressed.

While we could keep raving about how cool this will be, we do need to bring this back to marketing, right? Easy enough. It’s not especially surprising to see Nike jump all over this opportunity, snagging a principal sponsorship that will see them integrated into the storyline and game experience. And, while the game itself is free to play, players will have numerous opportunities to purchase (branded) virtual products that will improve their performance. (Considering the nightlife angle, it will be interesting to see just how risque those partnerships get.)

But, even if this particular game isn’t an appropriate fit for your brand, there are many lessons to be learned from this ambitious project. While there’s a literal connection to our Game On! trend, the more compelling angle is seeing how the creators have brought Life in the OOC to life. Thanks to the game’s multi-platform media integration, and the fact that competitions on the virtual field feed into the leaderboard against other human competitors, there is no clear line where the game ends and the player’s “real life” begins. Even though your average marketing campaign isn’t quite this fun (okay, it’s a LOT less fun), it should still be this seamlessly integrated across a variety of touchpoints. Notice that the creators aren’t hand-wringing over whether they need a mobile strategy or an above-the-line component or an online element. Instead, they’re pulling together an arsenal (yeah, pun intended) of high-tech and low-tech touchpoints to communicate a common story, and letting the players (i.e. the consumers) decide which formats work best for themselves.

I AM PLAYR, I am impressed. (For anyone who wants to read more, head this way.)

Since it’s Friday, and since we just filled your head with a TON of content in our 2011 Trends Smartshot webinar, we’ll stick with the shiny stuff for now.

Enjoy the video above, which equips skateboarders with the tools to go all Tron on a halfpipe (yes, with support from Disney).

While it certainly recalls Red Bull’s interactive projection snowboard ramp from a couple of months ago, the Tron execution takes a slightly different approach. While the Red Bull project used infrared cameras to track the riders’ movements, the Tron version provided each skater with an iPod Touch that featured a specially designed app, and used that device to measure how long each rider was in the air, where they were on the ramp, and the like. In other words, the resulting designs on the ramp were definitely Driven by Data. It’s a mesmerizing trend, ain’t it?

See you next week, assuming our offices aren’t torn asunder over this Bears-Packers game. Seriously, it’s getting tense ’round here.

The process starts online, where visitors are given a choice of 68 WeActivists to manipulate. (Despite the insurgent tone of the company, WeActivists aren’t smashing Starbucks windows at G20 summits – they’re simply people who the company identifies as role models in creative fields. Heck, what revolution would make Jason Lee one of its martyrs?) A short clip of the WeActivist jumping, spinning, or displaying other forms of spunkiness can be tweaked in three dimensions, while the user also chooses a pattern (e.g. zooming in on the sleeve of the WeActivist) to be shown as a kaleidoscopic background.

One the user has generated his or her preferred content, the clip gets sent to the interactive store windows, where the clip will respond to the motions of passersby – the video below shows how it looks in action. The creator of each clip gets his or her name displayed in the window, which comes in handy thanks to a live web feed that shows the reactions of passing pedestrians.

While the window displays are pretty slick, our favorite part of this execution in the thoughtful integration between the online and offline experiences. Better yet, WeSC has managed to connect the two worlds in a seamless manner for the user (despite the high-tech heavy lifting on the back end). There are no hoops for the participants to jump through, and there are no concerns about device compatibility. It’s just a good time all around for everyone involved, whether they’re at the store or in their homes.

• The launch of our Upshot Smartshot series of 15 minute webinars has been a huge success so far. You can see the past webinars right here, or head right to the most popular Smartshot to date: our take on QR Codes.
• We had LOTS to say after attending the SXSW Interactive conference, and tried to roundup all the posts in a recap right here. Funny how many of those March predictions came true by December, ain’t it? Don’t worry, we’re heading back to Austin in 2011, and we’re planning on being just as detailed in our coverage. How we manage to do that while still partaking in the SXSW party scene is one of the world’s great mysteries.
• You love projection. We love projection. When we wrote about projection, you loved it. The best branded projection from 2010 had to be Samsung’s projection-meets-Youtube-takeover-meets-casual-game, but we also feel like Prague’s 600th anniversary projected masterpiece deserved one more plug.
• As we’ve said many, many times, ignore the gimmicky implementations of augmented reality and focus on the good stuff. You listened, and especially liked our post on invisible pop-ups and augmented reality windows.
• People just liked watching this video from Google’s Chrome browser. Can’t say we blame ‘em. And people just loved the idea behind Uniqlo’s tweet-dependent sale. Can’t find any faults there either.

Part 3 (the last part) is available here. Then we head out for the holidays. Hopefully you’re not far behind.