ArtScience Museum: Into the Wild

Grand Prix

Case Film

Presentation Image

TitleArtScience Museum: Into the Wild
ClientGOOGLE, LENOVO AND WWF
Product/ServiceLENOVO PHAB 2 PRO AND GOOGLE TANGO
CategoryA03. Augmented Mobile Experience
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) by the project’s sponsors.

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. Timeline Project took around 4 months from conception to delivery.

In less than a month, 10,581 visitors tried the experience. 1391Km distance has been walked by visitors. Over 50+ news stories across arts and culture, tech and lifestyle global and local publications on the magic of this AR experience with the Lenovo Phab 2 Pro device.

In the crowded mobile market, every new device boasts of an innovative feature. Instead of talking about the transformative power of the new Google Tango technology that is unique to the Lenovo Phab 2 Pro, we wanted to put it into the hands of the consumers and let them enter a different virtual realm. By creating a publicly accessible AR/VR experience that first aims to entertain and engage, we created a product demo like no other.

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
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