Picture this: First exposure for new AR camera

Los Angeles – Consumers can now try out the Olympus PEN E-PL1 micro camera without buying it as the world’s first augmented reality (AR) camera is unveiled.

Total Immersion, a global leader in AR, has teamed up with Olympus and Boston-based advertising agency Mullen to develop a browser-based AR application enabling people to explore and use a fully featured virtual 3D model of the camera, the thinnest digital SLR on the market.

In the demonstration video, potential buyers of the camera can experience its compact size and capabilities. They can also create videos, edit images and pop up the flash. When clicking the virtual shutter it produces a digital photo, just like a real camera.

‘This is close to having the camera in your hands,’ says Stephen Mietelski, senior vice-president and group creative director at Mullen. To further explore how brands are using augmented reality to engage with consumers, read our latest feature on AR technology.