On April 4 at ad:tech SF Tommy Giovagnoli, Executive Creative Director at Anthem Worldwide and Kevin Doohan, head of Digital at Red Bull chatted about where Augmented Reality and HTML5 fit in the tradition of storytelling and marketing for Big Brands. You can also find a Pinterest Board with all of the examples pinned here: http://pinterest.com/anthemdigital/

1. Next Generation
Creative Review
Augmented Reality, HTML5
and What’s Next
Kevin Doohan, Red Bull Tom Giovagnoli, Anthem WW #andwhatsnext

2. Why AR and HTML5?
Two new pieces to the storytelling puzzle

3. Where does the story start?
Let’s look back to look forward

4. first technology created a space for stories

5. then technology made stories more sacred

6. then allowed us to share our stories widely

7. and allowed us to bring our stories to life

8. now technology has pulled us all into the story

9. now technology has pulled us all into the story

10. The story isn’t told anymore– it emerges in
pieces. And the presumption is that you
are always involved, always invited and
that we’re creating this thing together.

11. The new story arc– with tools like AR and
HTML5– is across the beginning, middle
and end of the individual experience.

12. Augmented Reality
Adding New Dimensions to the Story

13. AR: adds a layer of what WAS
Museum of London. Historical images layered over the visible world.

14. AR: adds a layer of what WAS
National Geographic Channel. Big screen overlay brings dinos to the mall.

15. AR: adds more layers what IS
Lego Store kiosk shows a fun, animated scene of each model.

16. AR: adds a layer of what ISN’T
Fujitsu touts high security standard with virtual security guards.

17. AR: adds a layer of what ISN’T
Comic books come to life, with heros literally leaping off the page.

18. AR: adds a layer of what ISN’T
Markerless, flash-based augmented reality breaks new ground.

19. AR: adds a layer of what COULD BE
Users literally step right into a new pair of Converse to find the cool look.

20. AR: adds a layer of what COULD BE
Zugara turns the online shopping moment into a real shopping moment.

21. AR: adds a layer of what SHOULD BE
A virtual 3-D model demonstrates proper installation procedures.

22. AR: adds a layer of what we WANT TO BE
Why just race when you can use Red Bull cans to build the track?

23. AR: adds a layer of what we WANT TO BE
A desktop app promotes Iron Man by putting you “inside the mask.”

24. AR: can add a layer of lore and legend
Gnomes from 6,666 years ago have arrived with beer? Let’s see ‘em.

25. But is there an augmented elephant in the room?

26. Augmented reality is still finding its form
factor. But as the experience becomes more
frictionless– and thus more ubiquitous– its
ability to add endless layers to the story
around us will change the way we live.

27. AR: will ultimately add to every part of the story
Wearable sensors and image detection will add multiple persistent layers.

28. AR: will ultimately add to every part of the story
Techniques like “articulated natural web” and “holographic overlays” arise.

29. HTML5:
The Story is in the Experience

30. HTML5: a beautiful orchestration of elements
“if HTML5 is the bones
then CSS is the skin and the
muscles are the javascript”

31. HTML5: can provide “feel” beyond the video

32. HTML5: can create a shallow sense of depth

33. HTML5: can make the story more fluid
Multiple elements of text, graphics, video, and vector art play beautifully.

34. HTML5: can create an environment for info
This project turns an IMDB-like data base into a relative, visual experience.

35. HTML5: can give the story a living design
Mesmerizing by bringing a print-like design into a parallax environment.

36. HTML5: can give the story a cinematic feel
The opening sequence for this LA talent agency is big screen-worthy.

37. HTML5: can help us author the story together
Every second by a different artist, yet a continuity of soul.

38. HTML5: can let us inhabit the story personally
The meaning becomes personal when the words and images are yours.

39. HTML5: can make us the victim of the story
The terror also becomes yours when you become the hunted.

40. HTML5: can let you steer the story yourself
Three worlds. Three dreams. A music video you can explore and add to freely.

41. HTML5: can take the story anywhere
Responsive Design means one code base, but differently-sized experiences.

42. The real promise of HTML5 is to help us
orchestra experiences that let our stories
truly scale– across platforms, across
devices and even across time.

43. HTML5: can take the story anywhere
A platform for Michelob ULTRA that will different devices– and expectations.

44. HTML5: can take the story anywhere
We built the Do Network for Lenovo to connect locally– and scale globally.

45. The smartest marketing today just sets up
the game, and lets consumers play it out.
So you have to know your game.

46. New Shapes in Storytelling:
Art, Alchemy and Applications

47. Next Is: a mindset unafraid to mix and mash
Google’s Project Rebrief shows, yet again, the power of good ideas.

48. Next Is: marketing + gamification + mobile
Another genius call: creating their own economy of points.

49. Next Is: gesture and pattern recognition
The Kinect SDK is part of a revolution in input and control.

50. Next Is: brain controlled skateboards
Rapid advances in “mind reading” and high-res brain-scanning are here today.

51. New is: moving social to the right brain
Is it great user experience or just the way we think? Either way, it works.

52. New is: mass micro manufacturing
From “post-digital” to “re-physical.” The real world strikes back!

53. Next Is: micro-casting and personal channels
Personal recommendations flow freely. Is this the new face of curation?

54. New is: wysiwyg app-making
Cabana lets you create very simple or very truly rich apps in minutes.

55. New is: seeing the cross-pollination of ideas
Personal data mining? Social heat-mapping? Just call it cool.

56. Next Is: self-assembling anthropology
With Cowbird, Jonathan Harris makes the story the story. Beautifully.

57. Some Final Thoughts
On where we are #andwhatsnext

58. Embracing new technologies means
thinking like an alchemist. Mixing and
mashing– sometimes failing and flailing–
until you make turn something into gold.

59. The digital story isn’t something you
receive. It’s something you experience
with all your senses, including your
sense of control.

60. Fearlessly diving into each new wave of
technology is essential. But keeping your
eye out for sea changes is the bigger trick.

61. The story– as an actual tale or as the
story what will happen between brands
and consumers– isn’t told anymore as
much as it emerges between us all.

62. It’s not a conversation. It’s a dance.
Sometimes you lead. Sometimes you
follow. But you’ve got to share a rhythm
if you want to stay together.

63. Soon the world will truly start
personalizing around us. What will it
mean to live our lives inside the bubble
of our own story?

64. Technology Changes the Story:
Little Red Riding 2012

65. Tech and Storytelling: Red Riding Hood 2012
Once upon a time, there was a girl called Little Red Riding Hood, who traveled through the woods using Google Maps
on her mobile phone to navigate the poorly-marked road. She was on a quest to deliver food to her sick grandmother,
who had sent a message to the girl’s Facebook inbox requesting the best rated motza-ball soup on the Lower East Side.
Along the way, a terrible wolf spots her and decides that he’d like to eat the girl. Using the 4G wi-fi connection on his
5-inch phone tab, he begins searching popular recipes for little girl. He finds several on Pinterest alone.
He approaches Little Red Riding Hood, she exclaims, “Oh, what a large touch screen you have!” She then posts a
rather artsy photo of the wolf on Instagram, to which she receives many tweets, texts and Facebook warnings in reply.
In the meantime, the wolf checks in at her grandmother's house, becomes Mayor and swallows the old woman whole.
He then plays Angry Birds Space, cues up “Hungry Like the Wolf” on Spotify, and patiently waits.
When Little Red Riding Hood arrives, she notices that her grandmother looks suddenly very large and hairy – in stark
contrast to her most recent Match.com photos. The girl quickly consults Twitter, only to find her grandmother’s update
“Being eaten by a wolf. Help!” Luckily for her, it had been retweeted so many times that it sat near the top of her feed –
right next to the wolf’s recent update, “’Bout to eat sum grl. LOL. #YUMYUM”
Little Red Riding Hood turns and runs out the door immediately, only to run into the Huntsman, who should have been
there to help, as Bottlenose was putting all the signals together in a semantically cohesive fashion, but was simply too
busy episnorting season one of Game of Thrones on HBO Go, and really couldn’t be bothered.
The end.