Air NZ launches new spatial computing travel experience for Magic Leap One via Framestore

image001.jpgAir New Zealand has unveiled an initial-concept multiplayer spatial computing gaming experience in Los Angeles today at the first L.E.A.P. conference, hosted by US-based spatial computing company Magic Leap.
 
Magic Leap's technology layers digital objects onto the real world so that light enters the eye as it would with a real object. This means users can see jaw-dropping detail up close and mind-blowing scale from afar. Magic Leap One Creator Edition is a lightweight, wearable computer that allows digital content to step out of the screen and into the real world.

L.E.A.P conference, a creators' conference being hosted by Magic Leap, is a platform for select partners to showcase their leading-edge technology innovations. For more than 18 months, Air New Zealand has worked with global creative studio Framestore to develop the New Zealand themed spatial computing board game which immerses players in key tourism experiences.
 
The game Air New Zealand Fact or Fantasy Game of New Zealand sees players wear Magic Leap One to view a physical 3D map of New Zealand and they are transported to a magical world where they witness a giant kauri tree grow, meet a grumpy Hobbit, get splashed by a breaching whale, and have a bird's eye view of a helicopter bungy jump. Players answer quiz questions to compete for golden eggs.
 
The airline's general manager of global brand and content marketing, Jodi Williams, says the airline views its partnership with Magic Leap as an important step towards understanding the part spatial computing could play in the future customer experience both on the ground or in the air.
 
Says Williams: "By getting in early and being both a developer and creator we have been able to test and learn, creating an incredible platform from which to explore the potential of this technology as part of our Future Aircraft Cabin Experience programme including concepts such as being able to reframe customers' perceptions of the physical cabin environment.
 
"This first concept stemmed from the idea of getting together to play a board game when travelling with family and friends. From this creative inspiration, we developed a multiplayer game where up to four players are immersed in a mixed reality world that brings New Zealand to life to both inspire and educate travellers."
 
Says Sir William Sargent, CEO, Framestore: "We are storytellers at Framestore, first and foremost; innovation courses in our veins. The promise of mixed reality excites us enormously, and we are delighted that this project with Air New Zealand and Magic Leap provides us with the chance to show the world the extraordinary potential of this new medium, as we experiment with new ways to share narratives."
 
Harnessing new technologies to connect with existing and future customers is a strategic priority for Air New Zealand. The airline has recently experimented with an AI human ambassador, as well as various virtual reality applications and more recently included an augmented reality virtual doorway as part of an outdoor activation in Chicago.

1 Comments

Dissapointed said:

Such a shame that Air New Zealand didn't use a local company to make this content.

Leave a comment

About CAMPAIGNBRIEF

A blog for advertising creatives in New Zealand. To pass on news or advertise on the blog, email michael@campaignbrief.com. To subscribe to Campaign Brief Magazine click here or download the subscription form. Magazine subscribers receive complimentary access to the online magazine archive (including current issue).

Latest jobs

Retrieving latest jobs