PRESS RELEASE: Get the Picture? Total Immersion Teams with Olympus for Breakthrough Augmented Reality Camera
Shutterbugs Can Take Photos, Videos in a Virtual Test Drive of the New PEN E-PL1
LATV Fest -- LOS ANGELES -- (BUSINESS WIRE) -- AR is definitely ready for its close-up.
In a development certain to make digital photography buffs do a double-take, Total Immersion, the global leader in augmented reality (AR), announced that it has teamed with Olympus and Mullen, a Boston-based full service integrated advertising agency, on the world’s first augmented reality camera.
The browser-based AR application enables consumers to explore – and use – a full-featured virtual 3D model of the award-winning Olympus PEN E-PL1 micro camera, the thinnest digital SLR on the market. The demo lets prospective buyers get a feel for the camera’s compact size and the full range of its capabilities. And a click of the virtual shutter provides the same output as the camera itself: a digital photo. For those who like the experience, gratification can be instant, with e-commerce fulfillment at http://getolympus.com.
By visiting http://getolympus.com/pen/, consumers can literally take photos with the virtual camera. They can try their hand at creating videos, popping open the camera flash, and experimenting with photo editing effects by applying a variety of in-camera art filters.
Inserts in the June issue of Wired Magazine and the July issue of Popular Photography offer consumers a life-size printed replica of the camera, which is used to trigger the online AR experience. Consumers can print images of the front and back of the camera from the Olympus site as well. When done putting the Olympus AR camera through its paces, consumers can use the virtual tripod to freeze the camera in space and go to hands-free mode, diving deeper into the PEN E-PL1’s features. Or as LAsnark.com put it, “Olympus has just stepped up and dare I say justified augmented reality with this sweet 3D demo of their PEN E-PL1.” For more, see http://www.youtube.com/watch?v=P9Nd04dW2-M.
“Augmented reality and digital photography were made for each other,” said Stephen Mietelski, SVP, Group Creative Director, Mullen. “Augmented reality has been used by companies before, but more as a gimmick than as an actual, working, in-depth product demo. This is as close to having the camera in your hands as you can get without actually having it in your hands.”
“The Olympus AR application is an entirely different take on digital photography, going well beyond a product tutorial to provide a virtual experience of the product itself,” said Bruno Uzzan, CEO, Total Immersion. “This offers consumers a special view of the E-PL1 micro camera, in which the product can be spun around, tinkered with, and manipulated in ways that stop just short of a real, tactile experience. That’s true engagement.”
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Olympus' E-PL1 single-lens direct view camera. Image copyright © 2010, Imaging Resource. All rights reserved.
About Total Immersion
Total Immersion is the global leader in augmented reality. Through its patented D’Fusion® technology, Total Immersion blurs the line between the virtual world and the real world by integrating real time interactive 3D graphics into a live video stream. Leading the augmented reality category since 1999, the company maintains offices in Europe (France and UK), North America and Asia. Total Immersion supports the world’s largest AR Partner network, with a diversified portfolio of more than 80 best-of-breed solution providers worldwide. Find the latest news about Total Immersion at: http://augmented-reality-news.com.
(First posted on Wednesday, June 30, 2010 at 12:23 EDT)