How can we reach consumers and break through their ever increasingly short attention span? The challenge every brand is plagued with. For the creative agency Biborg, it’s not just about messaging and content, it’s about creating memorable experiences. Experiences that trigger emotions and drive interaction.
To generate and fuel new ideas, Biborg has a Lab with a devoted team of Creative Technologists, a collaborative effort, which also welcomes new ideas from anyone at the agency. With a focus on consumer interaction, they have been exploring ways to immerse consumers in digital experiences. By breaking barriers between the physical and digital, the Lab is working in a new domain of interaction, one that allows the user to step into engaging activations, giving them access to a new reality, which can lead to opening new doors for brands and consumers.
As Emilien Chiche, Senior Creative Technologist at Biborg explains, “We hack and repurpose existing technology to create new interactions and experiences that trigger people's emotions. We are experiential innovators. We talk a lot about revolution around artificial intelligence, virtual reality, biotechnology, etc ... but for me there is also another kind of revolution in which we participate, which is fundamental and more discreet: the user and their interactions with these new technologies."
And these technologies have enormous potential in the world of marketing. “The Lab’s activity isn’t based on our client’s current needs, rather, it allows us to play with technology and push creative boundaries to create innovative and memorable experiences”, says Kais Ali Benali, Business Director and Partner at Biborg UK.
This past Thursday, the Lab tested out some of those ideas when they put on INFRA, an exhibit of some of the concepts they’ve been working on. With three digital installations, each offering a unique way for viewers to interact with, INFRA demonstrated new ways to “hack reality”. “INFRA echoes the ambition of every “hacker”, to go beneath the surface and to discover a whole new perception of the world around us,” explained Karine Miloudi, copywriter at Biborg.
INFRA was the opportunity for Biborg to test, and exhibit, some of its digital art creations, offering visitors a chance to experiment, touch, move and break the surface to access a new reality.
Perception: Hack the Environment
Through “Hack the Environment”, visitors could transform static art into virtual animation with their smartphone. Using an AR application, guests were able to turn a still design into multiple, shape-shifting forms. Depending on the angle, animations, somewhere between order and chaos, come alive and transform themselves independently.
Anti-selfie: body hacking
Another installation playing off the evening’s theme of hacking reality, “Body Hacking” questioned our notion of space-time relativity through motion and sound - an installation based on the concept of metamorphosis wherein observers, themselves, become artists via infrared sensors, users could transform themselves and their gestures into moving, abstract shapes. Sound design, created by Stereoplane was also integrated into the experience, with sounds evolving in real time according to the user’s movements.
“Anti-Selfie is one of the first interactive experiences that allows you to be anonymous in a pre-defined zone, as you appear in an abstract form in a surrounding that stays real, explained Samuel Leroux, a Creative Technologist at Biborg.
Materials: hack of matter
“Hack of Matter” transcended the world of tangible into intangible. Thanks to an interactive video mapping system, visitors could use physical material, in this case, a soft ball, to deconstruct an image projected onto a seemingly innocuous 6 by 2 metre digital wall. Every impact led to the illusory shattering of the wall, a true enigmatic physical phenomenon.
By asking, and answering bigger questions about the world around us, labs like Biborg’s are exploring unfamiliar and promising branding territories. The INFRA exhibit proves that immersive digital interaction can offer new ways for us to experience reality, by transforming the environment, ourselves and the matter around us, ushering in a new era of revolutionary content and a whole new way of communicating.