Take a magazine. Put an iPad behind an advert on a printed page. Behold: moving pictures.
This is one of the latest advertisements from Lexus, and in reality all the paper is doing is acting as a screen, with images projected on to it from behind. Just as huge buildings have become popular film backdrops using projection mapping technology, now simple printed pages are doing the same thing.
To see this particular advert in action, you’ll need to have the latest issue of Sports Illustrated (dated October 15th). You can then either get the digital version of the mag from Newsstand, or just go to this page using your iPad’s browser.
I have a feeling this is an idea advertisers are going to love, so we can expect to see lots of these animated paper ads in mags for some time to come.
Then again, it appears that the technology being used here, CinePrint, was developed in-house by Lexus. I thought they just made cars. The press release says:
Lexus spent months developing CinePrint Technology to animate the 2013 ES’s next generation design and technological advances in a way that’s never been done. Most traditional mashups feature print ads that redirect to a digital experience away from the printed page. CinePrint Technology flips that on its head, creating a tactile and visceral connection that brings one closer to the printed page with a multi-sensory experience that combines sight, sound and touch.
Of course, Lexus spends a fortune on stuff like this to get people talking about Lexus. So I guess I fell right into that trap, didn’t I?
Source: Stellar Interesting.