To promote the new sports car Porsche 911, Porsche in collaboration with ad agency Cramer-Krasselt combined print with video and created the world's first interactive hologram print, which was included in the April issue of Fast Company.
By including a simple constructed prism that you put on your tablet, an eye-catching animation and light show starts to take place. But the amount of work it took to conclude the project was demanding and far from easy.
Working with ad agency Cramer-Krasselt, the automaker is running a special spread in about 50,000 copies of Fast Company's April issue for a select group of affluent subscribers. One of those pages includes a small acetate prism, along with directions for assembly.
Placing the prism atop a tablet computer—while it runs a video from 911hologram.com—brings shimmering 3-D footage of the latest Porsche 911 to life.
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"Traditional video images won't work to create the hologram effect in the prism projection," Ross [Marshall Ross, C-K's chief creative officer] says. "So there was an incredible amount of trial and error involved in just producing the video."
The prism's size and angles were rigorously tested and tweaked over several months to ensure the best viewing experience. "We maximized the size of the prism within the constraints of the publication's page size and affixed it to the insert so it was secure yet easily removable without tearing," Ross says.
C-K collaborated closely with Fast Company's printer, Quad Graphics, "sending numerous prototypes to test binding so there were no [unwanted] surprises in the finished piece."
Watch it in action:
Via Carscoops.