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disguise showcases the benefits of xR for marketing

disguise showcases the benefits of xR for marketing

disguise showcases the benefits of xR for marketing


disguise has partnered with Epic Games and Dept in the creation of an xR (Extended Reality) experience designed to help brands better understand how the metaverse can transform the way people interact and consume media. Dept co-hosted the event with disguise, combining technology that placed speakers in a virtual world built in Epic Games’ Unreal Engine platform to create the experience, which was a proof of concept showing how brands can be brought into alternative extended and digital realities that go beyond traditional green screen environments.

“xR marketing is fast becoming the savvy new way for brands to satiate audiences’ hunger for new experiences as consumer behaviour shifts even deeper into the virtual sphere,” explained Isabel Perry, director of technology at Byte (part of Dept). “xR metaverses are jam-packed with innovative marketing potential. From live shopping to virtual stores, fashion shows, product launches, content production, live flagship events, enhanced social and pimping-up of Zoom calls, the possibilities that this hybrid digital/physical world offers are near-endless. And thanks to the ubiquity of highly sophisticated and efficient production tools, xR is no longer the stuff of fantasy. So it’s time for forward-thinking brands to get involved.”

Held on disguise’s xR stage in London, the real-time xR experience took attendees on a journey through the metaverse to show marketers how xR can create spectacular live brand experiences and efficient production capabilities. Perry opened the experience in a seemingly simple Zoom call which soon transformed into a fantastical xR world featuring interstellar spaces, waterfalls, gravity-defying cars, a fashion show where Perry chose her virtual outfit in real time and a scene that showed her taking selfies in different locations before seamlessly uploading the images to social media. Throughout the experience, she interacted with virtual elements, showcasing newly enhanced “occlusion” capabilities in Augmented Reality (AR) by creating the illusion she was walking around the items, even though they didn’t physically exist.

The experience ended with a panel discussion between Perry, Rockhill and Paul Doyle, director, product marketing and business strategy at Epic Games’ Unreal Engine, and Louis de Castro and Quentin de Fougeroux, CEO and CTO at Mado XR, respectively. As a further proof of concept, the ensuing panel discussion also took place within the xR world with a virtual aquarium behind the speakers while panellists on Zoom were “beamed” into the scene.

The experience also included a demonstration of Unreal Engine’s new MetaHumans tool, which enables the efficient creation of hyper-realistic, hi-fidelity digital humans. Bringing all virtual elements together was disguise’s xR workflow, which combines leading LED, real-time content and camera tracking technologies to power immersive virtual environments that presenters and performers can see and interact with in real time.

“Since 2019, xR has grown eightfold and is on track to reach an estimated market size of more than US$209 billion by 2022,” commented Tom Rockhill, disguise chief commercial officer. “Brands that want to create amazing experiences to reach their customers can now let their imagination run wild, opening up huge possibilities for creative storytelling.”

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