How Immersive storytelling can change the way your brand is perceived www.transhuman.in

2. The future belongs to those who prepare for it today.~ Malcolm X
The Future is Here
How Immersive storytelling can change the way your brand is perceived
© All Rights Reserved. Transhuman Digital Arts Pvt. Ltd.

3. YOUR
BRAND
The media through which
you are reaching your audience
PRINT
TV
OUTDOOR
SOCIAL MEDIA

4. How did they react ?
YOUR
Noway to find out if the targeted audience
actually saw your brand communication
in the impersonal media clutter and what
was their reaction ?
BRAND
Impersonal Media
Like doesn’t mean Love
PRINT
TV
OUTDOOR
SOCIAL MEDIA

6. :(
NO
BRAND RECALL

7. YOUR
BRAND
AUDIENCE
As your Brand is getting lost in the overcluttered media

8. How to reach your audience ?

9. YOUR
BRAND
Take the Audience Inside Your Brand

10. THROUGH
IMMERSIVE STORYTELLING
A form of advertising/marketing that focuses primarily on helping consumers experience a brand. While
traditional advertising (outdoor, print, television and social media) verbally and visually communicates the
brand and product benefits, immersive storytelling tries to immerse the consumers within the
product by engaging as many other human senses as possible. Experiences are created through
different mediums such as Technology, Art, Design, Video, Interactivity and Environment.

11. Let Them Experience and Interact
Audiences are transitioning from simple consumers of entertainment into dynamic
participants in their media of choice. With passive entertainment lulling us into a sense of complacency, this
kind of interactive experience satisfies our craving for something more. And once people feel that experience,
they become addicted, It triggers that piece of their brain that was active as hell when they were kids.
If marketing is a way to get someone to learn about your product or service, companies would benefit from
looking at how learning happens. Some people have high kinesthetic intelligence, and learn much better by
touching and doing.There are four cycles important in the learning process: reflective observation, abstract
conceptualization, concrete experimentation, and active experimentation.
Different people respond to different learning approaches. But why is it that most marketing focuses only on
the first two passive modes? Companies have an untapped opportunity to engage a whole new form of
learning through hands-on and immersive experiences.
It’s an immersive experience inside which the audience is put, so the brand connceted to the experience gets
a sizable space inside the audience’s mind.

12. Audience reactions from Mumbai Augmented Reality Experience.

13. Let them laugh their hearts out

14. Audience reactions from Mumbai Augmented Reality Experience.

15. Let them Shoot and Share

16. Audience reactions from Mumbai Augmented Reality Experience.

17. Experiential Marketing Trends 2005- 2013

18. Experience
=
Traditional Media can help in getting the audience in to the experience
Virality

19. Engagement + Sharing

20. THE IMMERSIVE MEDIUMS
NEW MEDIA
AUGMENTED
REALITY
PROJECTION
MAPPING
Perfo
Perfor mance
Art
MULTI. SENSORY
environments
Art
Public

21. Multiple mediums could be merged to create some totally new experiences.
NEW MEDIA
AUGMENTED
REALITY
PROJECTION
MAPPING
Perfo
Perfor mance
Art
EXPERIENCES
MULTI. SENSORY
environments
Art
Public

22. Augmented Reality Experience
AUGMENTED
REALITY
Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose
elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS
data. It is related to a more general concept called mediated reality, in which a view of reality is modified
(possibly even diminished ) by a computer. As a result, the technology functions by enhancing one’s
current perception of reality.

23. Augmented Reality Trends 2005- 2013
Fastest Growing Technology
One of the fastest expanding and hottest trends is
Augmented Reality technology. Leading brands and technology providers are adopting this technology to enhance their
customers’ experiences in new and exciting ways.

24. Possibilities > Live Augmented Reality Exp.
HD Camera capturing the audience + environment
LED screen
Audience see themselves and their physical
environment on the LED Screen.

25. 3d
Augmented
Element
One can Augment a number of 3d elements into
the audience’s environment which they see on the screen.

26. Applications > Take them to the reality of their dreams
Aspirational Elements and Product Placement
Super Natural
Example
http://goo.gl/tqdJrc
Celebrities

27. They can share the image/video on their social
network, reaching more people

28. World’s Best Live AR Experiences >

29. National Geographic
http://goo.gl/f6MX5T

30. MCHI Mumbai in Augmented
http://goo.gl/tqdJrc

31. Zee Fear Files
http://goo.gl/dHGAzC

32. Axe Angels
http://goo.gl/q3s469

33. Possibilities > Mobile Augmented Reality Exp.

34. AUGMENTED
REALITY
Mobile AR App
Physical Printed Poster

35. Poster Viewed through the AR app

36. Converts the 2d Poster into 3D

37. Applications > Let them enhance the reality around them
with your Brand.
Real Estate. View 2d brochure in 3D
Try out Shoes / Watches
Example
Make Articles and Ads in Mags come alive
http://goo.gl/9rzFmV

38. 3d Projection Mapping
PROJECTION
MAPPING
3D Projection Mapping is an exciting new projection technique that can turn almost any surface into a
dynamic video display. Specialized software and technique is used to warp and mask the projected image
to make it fit perfectly on irregularly shaped screens. When done right, the end result is a dynamic
projection installation that transcends ordinary video projection. 3D Projection Mapping can change the
perception of the audience’s reality and take them to a totally surreal world of your brand.

39. 3D Projection Mapping Trends 2005- 2013
It’s time for Brand Theatrics
Projection Mapping on buildings or other indoor surfaces is a
sure-fire way of attracting attention , as more and more
brands are discovering. ’Brands are looking to leverage new
and emerging technologies to surprise and delight
consumers. 3D mapping enables a marketer to differentiate
the brand by creating a memorable, inspirational experience
with an immense recall of the same.

40. What is 3D Projection Mapping ?
Projection is generally on a flat surface like wall or flat screen. Video Projection Mapping is a exciting new projection technique that can turn almost any surface into a dynamic video display.

41. If projected on a 3D Surface. The projection light covers all three dimensions of that object.

42. Through this technique the projection light is controlled and projected on the specific of the structure. The light doesn’t spill
out of the object. In short the projection can be controlled for each surface

43. Animation and 3D content is creaed for each surface. For example in the diagram below the colour of each surface is
changed and the top cube is made to look transparent.

44. Applications >

45. Outdoor on Architecture > Brand Launches or Activation
Example
http://goo.gl/EsOUzH

46. Outdoor on created structure > Concert / Brand Launches or Activation
Example
http://goo.gl/ltnNFr

47. Indoor > Stage / Exhibitions / Fashion Show / Brand Launches or Activation
Skoda Fashion Party
Ritu Kumar Projection Mapping installation
Example
http://goo.gl/OlRGVv

48. New Media Perfromance Art
NEW MEDIA
Perfo
Perfor mance
Art
The past decade has seen an extraordinarily intense period of experimentation with computer technology
within the performing arts. Digital media has been increasingly incorporated into live theater and dance,
and new forms of interactive performance have emerged in participatory installations. Multiple Mediums
like Projection Technique, LED Screen technology, Kinect and Contemporary Theatre and Dance has
been merging to create spectacular new experiences.

49. Possibilities > Interactive Dance / Stereolize Act
Applications> Brand launches / Fashion Shows / Performance Piece
Stereolize Act involves one or multiple performance
artists interacting with Live Visuals on the backdrop
screen. Spectacular visual narratives and live
performance could be mixed together to create a
never seen before experience.
Example
http://goo.gl/f7ubM5

50. MULTI. SENSORY
environments
Multi.Sensory Environments
With advent of cutting edge display technologies like Projection and Led Screens, combined with music
and performance, some spectacular multi-sensory experiences could be created for the Audience.
Experiences which transcends the ordinary and which reaches the audience in a multi.sensory form.

51. Possibilities > Projection Mapping / Display Screen Environments + Live Video Art
Applications > Brand Launch / Music Festival / Brand Activation / Fashion Show / Music video and Films
Example >http://goo.gl/qjKJPB

52. Possibilities > Live Performance + Live Video Art
Applications > Brand Launch / Music Festival / Fashion Show
Suited for music festivals like NH7 / Sunburn or in a spacious club space., It is a multi dimensional non linear narrative, which
unfolds through large projection screens. The story is filmed and produced in advance. during the show, the characters of this
narrative are also present in the physical space interacting with the audience while the same characters are seen on the screen.
The DJ and Visual Jockeys are also part of the story. This whole experience puts the audience inside the narrative and be part of
it, rather than just a viewer.
Example
http://goo.gl/psSUuq
Schizoids > Performed at Zenzi Mills, Mumbai

53. Public Art
Art
Public
Public Art signifies a particular working practice, often with implications of site specificity,
community involvement and collaboration. The term is sometimes also applied to include any art which is
exhibited in a public space where it could be experienced by a larger audience. In recent years, public art
has increasingly begun to expand in scope and application — both into other wider and challenging areas
of artform, and also across a much broader range of what might be called our 'public realm'. Such
cultural interventions have often been realised in response to creatively engaging a community's sense of
'place' or 'well-being' in society. Public Art forms like Installations, Street and 3D Art can connect to the
audience by it’s aesthetics, message or grandeur. It is time for so called “high art” to come out of the
gallery space and stand within its roots. In the Public, for the Public.

54. Possibilities > Installation Art
Applications> Brand launch / Brand activation / Public awareness / Exhibitions
Example
http://goo.gl/qt7y4c
VR Mall Kinetic Installation in Collab with Siddhartha Kararwal and Mrugen Rathod
Hermes Launch in collab with Nandita Kumar
Ela Launch in collab with Nandita Kumar
Hazard in Collab with Asim Waqif > India Art Fair 2010
Le Mill Bird Installation in Collab with Siddhartha Kararwal and Mrugen Rathod

55. Possibilities > 3D Art
Applications> Brand launch / Brand activation / Exhibitions / Public awareness
Example
http://goo.gl/YEEyHR
Mchi Property Show 132 X 40 Ft Entrance

56. Possibilities > Street Art
Applications> Brand launch / Brand activation / Buzz Creation / Public Awareness
Example
http://goo.gl/mncbKI
& Then
Yantr
Rajesh Dahiya
Yantr
Anpu

57. Make Them Happy :)

58. Audience reactions from Mumbai Augmented Reality Experience.

59. Audience reactions from Mumbai Augmented Reality Experience.

60. Audience reactions from Mumbai Augmented Reality Experience.

61. Audience reactions from Fear Files Augmented Reality.

62. Transhuman Collective (THC) is a multi-disciplinary collaborative project inspired by the philosophy of Transhumanism. Abbreviated as H+ is an international cultural
and intellectual movement which focuses on technology and collaboration to greatly enhance human intellectual, creative, and psychological capacities.
THC provides Creative Direction & Consultancy in Design and Branding as well as extending the Brand Positionings to other Immersive and Digital Mediums. With a
very strong understanding in Branding, Transhuman Collective believes in combining different traditional aswell as new mediums to weave a Transmedia Story.
THC is the brainchild of Soham Sarcar & Snehali Shah. They both have more than 12 years of Professional experience, having worked with the top Advertising
Agencies and Design Companies like JWT.Fisheye Designs. DMA Yellow Works. Onio Design. Eureka Moment and Ogilvy before Soham co founded &Then in 2008.
After working with &then for 2.5 years as a director, had quit in 2010 to start Transhuman Collective with Snehali. Experience combined, they have handled more than
300 Brands across industries .Their experience spans across a wide array of disciplines ranging from Advertising, Print Design, Motion Graphics, Interactive/New
Media Design, Information/ Environmental Design, VFX/Animation and Branding/ Packaging. and Experience Design
THC's work bears a stamp of radicalism, original design style and unmatched technical edge. Lived and worked in 6 States, they very well understand the Indian
audience and it's cultural semantics which enables them to create brands and experiences across multiple domains.
They have been synonymous in spearheading the Alternative Visual Art movement in India since 2006, experimenting with cutting edge visual technologies like Live
Video Art, 3d Projection Mapping, Augmented Reality and other Interactive Technologies as well as creating traditional Art Installations and Street Art.

63. Want to create an immersive story for your brand ? Buzz us on
http://www.transhuman.in | soham@transhuman.in | +91 9967960018