Rules of reality

20.05.2015 Mini : Ill Studio : Another Reality
Nowness presents Another Reality by Ill Studio created for MINI, Paris

Paris – Mini has announced its first foray into augmented reality (AR) with a slick sci-fi tutorial.

  • Developed by creatives at collaborative agency Ill Studio
  • Introduces themes of AR and how it works with a pop-science parody

Another Reality, developed by creatives at Ill Studio and hosted on video platform Nowness, introduces the concept of AR, superimposing the digital to create a composite with the physical world, with a pop-science parody, packed full of the collaborative’s signature pop-culture references.

Announced at this year’s Auto Shanghai, Mini’s AR driving goggles will allow drivers to see through the chassis to assist with parking. It is the first introduction of AR technology into a commercial vehicle. The technology now has a suitably future-facing film to go with it.

The Big Picture: Creative agencies are using design, colours and graphics that feel re-appropriated from the early days of the web. To see where this trend began, check out our Netstalgia macrotrend.

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