• Augmented reality (AR) is a term for a

live direct or indirect view of a physical

real-world environment whose elements
are augmented by virtual computer-
generated imagery

• Mix the real world (camera video

capture) and the virtual world (3D
objects, texts…) together in
real time
 • If the absolute location and orientation of a camera is
known, along with the properties of the lens, it is possible to
determine exactly what parts of the scene are viewed
by the camera.

• The application uses accelerometers

in all three axes to determine
orientation, a tilt compensated compass
for heading, and GPS for positioning.

• Since these sensors give the location

and orientation, it is possible to
annotate the viewfinder screen with
information about real world objects,
once the device is focusing on those
objects.
 • A range of technologies can be used for augmented
reality. Many augmented reality projects use headgear or a
similar device that projects data into the user’s field of
vision, corresponding with a real object or space the user
is observing.
• In the case of a technical course on PC maintenance, for example,
augmented reality might overlay a schematic diagram onto the inside of a
computer, allowing people to identify the various components and access
technical specifications about them.
A wide range of possibilities
• Interactive books
• Interactive brochures
• Interactive kiosk (events, magic mirrors)
• Interactive packaging
• Mobile Applications
Online/Offline Campaigns
• Create interactive brochure 3D/packaging
• Mobile devices with inbuilt cameras such as iPhone,
DS Lite, PSP, Android or Nokia (OVI)

• A games console with camera accessory

• A PC or Mac with webcam
 • How good was Avatar? Every company known
to man ran some sort of promotion to jump on the
bandwagon, but this is just a little different. Mattel
released an Augmented Reality Card with every single
Avatar toy produced, all the characters, vehicles and creatures.

• The iTags as they have been named, come with different levels for
interactivity – eg. a Character might be level 1 (gives you special
information) while a vehicle might be level 2 (which gives you info plus
live attack).
 • Now, with these cards powered with
Augmented Reality capabilities, it makes normal
trading cards obsolete. These AR enabled trading
cards differentiate itself and are probably in their own
league.
• When the card is held under a webcam, the quarterback springs to
life, on screen. Fans control the action with a few keystrokes. The
graphic is truly
real and
engaging!
 Interested in using Augmented Reality?

Creative North
9 Creative lofts
Huddersfield
HD1 1RL
Studio: +44 (0) 01 484 487 904
www.creativenorth.co.uk