HOLLYWOOD, Calif., June 30 /PRNewswire/ -- During the 2010 Cannes Lions International Advertising Festival, the future technology designers from OOOii introduced the world to their latest endeavor, called "Experience Proximity" – the future of interactive advertising billboards and signage. Going beyond the capabilities of large format video displays, OOOii is taking a giant leap into the future with Experience Proximity, a suite of technology products for out-of-home advertising, retail locations, and environmental displays. OOOii Creative Director Kent Demaine explains, "With Experience Proximity, the audience doesn't just watch what's happening, they interact with what they see and become part of the experience." Along with cinematic quality video effects, embedded cameras in the display units capture information about the viewer that is utilized to register real-time 3D content with the surrounding environment, resulting in a mixed reality, window-like viewing experience.
During the Experience Proximity demonstration at Cannes, it was clear to see the potential for this new technology as Mr. Demaine interacted with a 3D movie poster using full body gesture interaction to control rich internet content, to interact with the animated character on screen and finally to drive a full micro-gaming experience based on a battle sequence from the film. This proof of concept was an amazing display of what advertising and retail industries can look forward to in the near future, helping them build more engaging branding opportunities.
OOOii specializes in future technology design and information visualization for the advertising and feature film industries. Their work has been featured in: Minority Report, Star Trek, The Island, MI:3 and many others. Advertising clients include: Apple, Sony, Electronic Arts, Jaguar, Anheuser-Busch and many more. OOOii's latest technology for advertisers and retailers called "Experience Proximity" brings cinematic information visualization out of the theatre and into the world using spatial augmented reality techniques and natural human-computer interaction. The goal of this technology is to create functional, memorable and emotional experiences between consumers and brands.