ARTSCIENCE MUSEUM: INTO THE WILD
Title | ARTSCIENCE MUSEUM: INTO THE WILD |
Brand | GOOGLE ZOO SINGAPORE |
Product/Service | AR EXPERIENCE |
Category |
E03. Innovative Use of Technology |
Entrant
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MEDIAMONKS Amsterdam, THE NETHERLANDS
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Idea Creation
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MEDIAMONKS Amsterdam, THE NETHERLANDS
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Idea Creation 2
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GOOGLE ASIA PACIFIC Singapore, SINGAPORE
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Idea Creation 3
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LENOVO Singapore, SINGAPORE
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Idea Creation 4
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MARINA BAY SANDS Singapore, SINGAPORE
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Idea Creation 5
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WWF SINGAPORE, SINGAPORE
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PR
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GOOGLE ASIA PACIFIC Singapore, SINGAPORE
|
Production
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MEDIAMONKS Amsterdam, THE NETHERLANDS
|
Production 2
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GOOGLE ASIA PACIFIC Singapore, SINGAPORE
|
Production 3
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MARINA BAY SANDS Singapore, SINGAPORE
|
Credits
Miguel de Andres |
Google Asia Pacific |
Head of Creative Technology |
KC Chung |
Google Asia Pacific |
Executive Creative Director |
Juyn Shea |
Google Asia Pacific |
Creative Business Partner |
Richard Mayo-Smith |
Google Asia Pacific |
Executive Producer |
MediaMonks |
MediaMonks |
Creative Production Partner |
The Campaign
‘Into The Wild’ is a mixed reality experience that transformed over 10,000 square feet of the Singapore ArtScience Museum into a virtual, interactive rainforest. The aim is to use the power of mixed reality and cutting edge technology to help people in Singapore experience first-hand the devastating effects of deforestation and learn more about some of the region’s most endangered species.
Using the the latest Google Tango technology and Lenovo Phab 2 Pro, the experience is designed so that visitors would follow a loose narrative playing the role of a park ranger whose role is to keep forest safe.
And at the end of it all, Into the Wild becomes a reality when the virtual tree that people can plant as a symbolic act becomes a real tree donated to the Rimbang Baling rainforest (home of the endangered Sumatran tiger) with the help of a donation.
Creative Execution
Implementation
Into the Wild was designed in Unity3D, based a true-to-scale model that was provided by the museum as a reference for where every virtual part of the experience would have to go.
Placement
We didn’t place virtual objects in the real world. Rather we made an entire virtual world that is a 1:1 scale of the museum. Following this, we then transformed the real world Tango device location to sit inside of the virtual world.
Scale
For the experience we utilized the space of the ArtScience Museum to make a virtual Rainforest come alive, covering a total of 10,000 square meters.
Brand relevance
One of the first showcases of how Google Tango can bring an entirely virtual world into an existing real-world space.
Materials, style elements, design choices
Inspired by more stylized graphics, rather than photorealism.
Methods and process
Designing a seamless experience is hard, especially when the project is based in Singapore and most of the development team is based more than 10,000km away in Amsterdam. To overcome this the Art Science Museum was recreated in VR, so developers in Amsterdam could work on the project without ever needing to visit Singapore. The whole process incorporated the latest technology to enable teams to work simultaneously across time zones and make sure the virtual world aligned the real one. Developers in Amsterdam took care of the creative part, whilst Singapore based developers teamed up with Google Tango to crunch the numbers and work on alignment.
Timeline & Results
Project took around 4 months from conception to delivery. The project turned a mixed reality into real-life actions through generous donations and 5000 pledged a real tree via a donation.