The four-player, shared mixed reality experience has been designed to reconnect families and friends in a reimagining of the traditional board game. Its ‘fact or fantasy’ format showcases New Zealand as a holiday destination through the augmentation of a physical 3D game board with a digital host, story and competitive quiz questions.
Embracing Air New Zealand’s concept to channel the spirit of a traditional social gathering through the most innovative of technologies, Framestore set to work on the platform many months pre-launch, experimenting at every opportunity to unearth the greatest creative wins.
Sir William Sargent, CEO, Framestore says: “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.”
Air New Zealand General Manager of Global Brand and Content Marketing, Jodi Williams, says harnessing new technologies to connect with existing and future customers is a strategic priority for Air New Zealand:
‘This partnership is an important step towards understanding the part spatial computing could play in the future customer experience both on the ground and in the air.
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.”