During the 2010 Cannes Lions International Advertising Festival, the future technology designers from OOOii introduced the world to “Experience Proximity,” which the Hollywood, Calif.-based company describes as the future of interactive advertising billboards and digital signage.
Going beyond the capabilities of large format video displays, Experience Proximity consists of a suite of technology products for out-of-home advertising, retail locations and environmental displays.
“With Experience Proximity, the audience doesn’t just watch what’s happening, they interact with what they see and become part of the experience,” said OOOii creative director Kent Demaine.
Along with cinematic quality video effects, embedded cameras in the display units capture information about the viewer that is utilized to register real-time 3D content with the surrounding environment, resulting in a mixed reality, window-like viewing experience.
During the Experience Proximity demonstration at Cannes, Demaine interacted with a 3D movie poster using full body gesture interaction to control rich Internet content, interact with the animated character on screen and finally drive a full micro-gaming experience based on a battle sequence from the film.
According to the company, this proof of concept demonstrated the technologies advertising and retail industries can look forward to in the near future to build more engaging branding opportunities.