Aurasma Allows You to See the Augmented Life

Aurasma is claimed to be the world’s first visual browser – a new platform technology that merges the physical world with the virtual. Available as a free app for iPhone 3GS, 4, 4S, iPad2 and high-powered Android devices or as a free kernel for developers, Aurasma uses advanced image and pattern recognition to recognise and understand real-world images and objects in much in way the human brain does.

It then seamlessly blends the real-world with rich interactive content such as videos and animations called “Auras.” Auras can be created for printed images, product packaging, clothing, physical places and users can even use the app to create and share their own.

Since its launch in June 2011, Aurasma has had more than two million downloads, claims the company. Over 1000 partners in markets including retail, sport, automotive, consumer electronics, entertainment, advertising and publishing are using the free technology in their campaigns or embedding the technology in their own applications, it is stated.

Aurasma was developed by and is part of software company Autonomy – an HP Company.

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The company said Friday, Dec. 16, that acclaimed photographer and filmmaker, Sam Robinson, is breaking down the conventional boundaries between photography and film by embedding Aurasma into his existing iPhone app – the Sam Robinson Photography App.

The British professional, who has studios in London, New York and Barcelona, is using Aurasma visual browser to add a new dimension to his stills, simultaneously blurring the lines between photography and film.

In addition to seeing highlights from Robinson’s commercial work and behind-the-scenes content, users of the app can now point their iPhone at selected Sam Robinson photographs and watch them transform into interactive video.

It also changes the way in which advertising campaigns are run, providing a direct link between both the stills and films shot by the UK creative.

“The first time I saw Aurasma, I was bowled over – this technology is a completely new medium that dissolves all the old boundaries between photography and film. As both a photographer and a film maker, Aurasma’s Developer Studio lets me bring together my stills and film work for the first time. The demand for multi-channel campaigns is growing and this is the perfect way to link them. I’m completely hooked,” said Robinson.

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