ArtScience Museum: Into the Wild

Short List
TitleArtScience Museum: Into the Wild
ClientGOOGLE, LENOVO AND WWF
Product / ServiceLENOVO PHAB 2 PRO AND GOOGLE TANGO
CategoryA03. Video / Moving Image
EntrantMEDIAMONKS Amsterdam, THE NETHERLANDS
Idea Creation MEDIAMONKS Amsterdam, THE NETHERLANDS
Idea Creation 2 GOOGLE ASIA PACIFIC Singapore, SINGAPORE
Idea Creation 3 LENOVO Singapore, SINGAPORE
Idea Creation 4 MARINA BAY SANDS Singapore, SINGAPORE
Idea Creation 5 WWF SINGAPORE, SINGAPORE
PR GOOGLE ASIA PACIFIC Singapore, SINGAPORE
Production MEDIAMONKS Amsterdam, THE NETHERLANDS
Production 2 GOOGLE ASIA PACIFIC Singapore, SINGAPORE
Production 3 MARINA BAY SANDS Singapore, SINGAPORE

The Campaign

‘Into The Wild’ is a mixed reality experience that transformed over 10,000 square feet of the Singapore ArtScience Museum into a virtual, interactive rainforest. The aim is to use the power of mixed reality and cutting edge technology to help people in Singapore experience first-hand the devastating effects of deforestation and learn more about some of the region’s most endangered species. Using the the latest Google Tango technology and Lenovo Phab 2 Pro, the experience is designed so that visitors would follow a loose narrative playing the role of a park ranger whose role is to keep forest safe. And at the end of the experience, Into the Wild becomes a reality when the virtual tree that people can plant as a symbolic act becomes a real tree donated to the Rimbang Baling rainforest (home of the endangered Sumatran tiger) with the help of a donation.

Creative Execution

Implementation Into the Wild was designed in Unity3D, based a true-to-scale model that was provided by the museum as a reference for where every virtual part of the experience would have to go. Placement We didn’t place virtual objects in the real world. Rather we made an entire virtual world that is a 1:1 scale of the museum. Following this, we then transformed the real world Tango device location to sit inside of the virtual world. Scale For the experience we utilized the space of the ArtScience Museum to make a virtual Rainforest come alive, covering a total of 10,000 square meters. Brand relevance One of the first showcases of how Google Tango can bring an entirely virtual world into an existing real-world space. Materials, style elements, design choices Inspired by more stylized graphics, rather than photorealism. Methods and process Designing a seamless experience is hard, especially when the project is based in Singapore and most of the development team is based more than 10,000km away in Amsterdam. To overcome this the Art Science Museum was recreated in VR, so developers in Amsterdam could work on the project without ever needing to visit Singapore. The whole process incorporated the latest technology to enable teams to work simultaneously across time zones and make sure the virtual world aligned the real one. Developers in Amsterdam took care of the creative part, whilst Singapore based developers teamed up with Google Tango to crunch the numbers and work on alignment. Timeline & Results Project took around 4 months from conception to delivery. The project turned a mixed reality into real-life actions through generous donations and 5000 pledged a real tree via a donation.

Credits

Name Company Position
Miguel de Andres Google Asia Pacific Head of Creative Technology
KC Chung Google Asia Pacific Executive Creative Director
Jun Shea Google Asia Pacific Creative Business Partner
Richard Mayo-Smith Google Asia Pacific Executive Producer
MediaMonks MediaMonks Creative Production Partner
Links
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