Augmented Reality, turned up to ‘11′.

Making a cuppa is a British institution, but what do we do with all that time waiting for the kettle to boil? Well, you look up the recipe of how to make the tea don’t you?  Keiichi Matsuda has developed a short film speculating on the possible consequences of the augmented reality technology push. I say consequences, some people might think this vision of the future is a just what they’ve been waiting for.

This film is reminiscent of the Minority Report scene, where Tom Cruise is being harangued by adverts presented to him in an augmented and presonalised (behaviorally targeted perhaps) way. Whilst that prediction of how advertising  may work in the future looked intrusive, there was some acknowledgment that you were in a public place, so perhaps fairer game for the advertisers. This snapshot of augmented reality deliver us into a slightly more frightening place, simply because the advertisers are an ever present presence in our home. I suppose the upshot is that you save money on wallpaper.

Enjoy!

Augmented (hyper)Reality: Domestic Robocop from Keiichi Matsuda on Vimeo.

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