Augmented Reality Vs Tyrannosaurus Rex

Ben Lee

Ben Lee

CEO and Co-founder of Neon Roots

Ben Lee is the co-founder and CEO of Neon Roots, a digital development agency with a mission to destroy the development model and rebuild it from the ground up. After a brief correspondence with Fidel Castro at age nine, Ben decided to start doing things his own way, going from busboy to club manager at a world-class nightclub before he turned 18. Since then, Ben has founded or taken a leading role in 5 businesses in everything from software development to food and entertainment.

There are few brands with a reputation for being as visually stunning as National Geographic.  So it was no surprise that their move into augmented reality was as imaginative as it was technologically impressive.  In a European promotional tour, National Geographic set up a screen in a mall to project 3D images of dinosaurs like tyrannosaurus rex, animals, astronauts, dolphins and thunderstorms.  Viewers triggered the augmented reality projections by standing on the marker placed on the floor.  Once activated they began interacting with the wild world usually available only in the pages of their magazine.

Besides the killer graphics that this augmented reality experience delivers, we love the interactive factor.  One of the primary roles of augmented reality is the ability to create sensory-based interactive experiences.  National Geographic’s AR app uses this highly interactive experience twofold: it offers new ways to learn while also acting as an extraordinary promotional material.

For maximum accessibility, this augmented reality project removed the need for a mobile device to view the experience.  Viewers just had to grab a spot on the floor target and their new reality was projected on the the giant screen in front of them.  Check out the video clip below for proof of dinosaurs roaming through the mall and lightening squalls in the food court.


Creative Commons Dinosaur” by cdpm is licensed under CC BY 2.0