Engineering vision becomes an augmented reality. Shell

Challenge

Clearly demonstrate Shell’s innovative engineering to a discerning but technologically conservative audience.

Insight

Cutting edge thinking should be communicated through cutting edge technology. Cutting edge technology can deliver content effectively if you truly consider your audience’s needs.

Solution

AR is a cutting edge technology and not much used for delivering business content. Employing this on the Shell stand would create a stand out attraction for conference visitors but would only be effective if it could be used by the target audience. The key difficulty in using AR is locating the symbol which triggers the AR animation/interactive in exactly the right place beneath a computer’s camera so that it picks up the symbol and launches the animations of the AR. This can be very difficult for new users of AR, a group heavily represented in our target audience. We solved this problem by locating our symbol on a rotating plinth and providing a clear animated instruction for use.

Rich content, in the form of films, soundtracks, text and animations, was elegantly released from a 3d model of the plant simply by turning the AR symbol on the plinth. The model was architecturally accurate and yet also had eye catching touches such as vehicles driving around the site, flocks of birds and clouds. All were independant of the user. In this way the innovation, personalities and physical presence of the plant and the project could be communicated to the user.

Results

The AR interactive won the Property, Construction and Engineering category at the 2010 BIMAs.