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AR

Augmented Out of this World Creativity

Slipstream Issue 1

Will Ridley, Senior Account Manager

Maybelline went viral earlier this year with what looked to be an amazing out of home build in and around the London Transport network. In the video footage large mascaras were applied to London tube cars and buses which adorned giant eyelashes. The footage was created as augmented reality, by filming footage then overlaying computer generated imagery.  


The aim to create something visually striking worked and certainly got people talking. The video has racked up over 3 million likes on Instagram since July, gaining praise for their innovative approach to marketing from the industry and consumers alike. Even if some people questioned whether it was real or fake, it didn’t matter. It was all a bit of fun.  


The success of this campaign hasn’t gone unnoticed, with many other brands now following suit. Which raises an interesting paradox; in a time when we are all so cautious of misinformation, why would we be so accepting of advertising that is ‘fake’?   


Firstly the point of misleading the viewer; where we must give them more credit. Augmented reality is now so prevalent that it even appeared in the latest series of Strictly Come Dancing. Even the most realistic treatments will be seen for what they are by at least one viewer and then the game is up. There is no point going to great lengths to deceive, just to create something that gains attention.  


Secondly, these forms of advertising allow for creations not possible in the real world. Take for example the North Face Nuptse Jacket adorning the Elizabeth Tower (Big Ben) for JD Sports. This would never wash and the 64 million views it has gained the brand (on TikTok) would be non-existent. Advertising has strict guidelines. Even if money were able to open doors to some additional opportunities, the outlay will overshadow the pay

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