Die Bildproduktion, post production, Hamburg; Augmented Reality - cross linking print and online

The new ‘Augmented Reality’ tool enables Die Bildproduktion's team of illustrators, post and CGI operators to combine reality with the virtual world, creating a new type of visualisation in the print sector.

Die Bildproduktion teamed up with the Ringzwei agency, der Produktionsschmiede and Metaio to work on the RTL annual report, which was treated to the aforementioned new technology and turned into a fascinating product experience.

Augmented Reality is much more than just the latest technical craze, it can generate added value for the viewer. The new technique sees the analogue print medium brought to life on so many counts, charging it with emotion on every level.

This enables the printed annual report to be transformed into an interactive experience. For example, instead of just reading RTL Group Boss Gerhard Zeiler’s ‘Chief Executive’s Report“,’ which reviews the financial year of 2009, one can also watch the accompanying video interview. One can watch a performance by Lady Gaga as a video and experience the deciding football finale of a top French football team for a second time.

All that is required for this cross-media linking of print and online is a webcam and browser.