Adobe MAX 2023 Location Based Augmented Reality

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Introduction:

At Adobe MAX this year, we set out to do something extraordinary – to create an interactive location based augmented reality (AR) experience that would not only captivate but inspire and elevate the creativity of our esteemed conference attendees. Partnering with Google and the talented team at Rock Paper Reality, we embarked on a mission to revolutionize the way we experience conferences and to introduce our creative 2D and 3D professionals to location-based AR. Showing them what is possible with our Adobe applications.

The AR Experience:

As attendees approached the West Hall entrance, they were greeted by AR docents who handed them launch cards – cards that held the keys to an exclusive and app-less AR journey. A simple scan of the QR code on these cards sends the viewers into an engaging world of MAX imagery, where the physical and digital realms blend into one.

The experience kicked off with the date, a dynamic reminder that each day held something new and exciting. Playful shapes began bubbling up from within the Convention Center, while a 3D paper airplane emerged, guiding their gaze to our primary message: "Inspiration everywhere." Moments later, our 3D MAX shapes popped over the Convention Center walls, bouncing down the building as our MAX logo gracefully descended into view. A simple click on "Today's schedule" led viewers to the daily itinerary.

Our Key Objectives:

With this immersive AR experience, we aimed for three key objectives:

1. Revolutionize conferences/events: Our goal was to transcend the boundaries of traditional conferences, creating an environment where innovation and creativity thrived, reshaping how trade shows are experienced.

2. Showcase the power of location-based AR: We wanted to highlight the groundbreaking potential of location-based AR by seamlessly merging the physical and digital realms though the use of Google’s Geospatial Creator within Adobe Aero, creating an immersive symphony of sights and sounds that transformed the iconic LA landscape into an augmented MAX wonderland.

3. Memorable moments: By leveraging our full Adobe suite, our aim was to craft unforgettable conference moments that transcended expectations, infusing attendees with surprise, delight, and inspiration while elevating their MAX experience to new levels.

The Creation Process:

Concepts were born from a collaborative effort involving Rock Paper Reality, Google's AR teams and Adobe creatives. We aimed for an experience both simple enough to execute within a tight 21-day timeline and compelling enough to embody the Adobe MAX brand. The idea of linking to useful information was a must. And so, the "Inspiration Everywhere" concept was born. We quickly set to work on creating assets, finding the LA conference center with the Photorealistic 3D Tiles & anchoring the 3D content to the building with precision, ensuring that people would have a smooth experience on site.

Our 3D models were meticulously crafted in Maya, then brought to life with textures from Substance Painter and Stager. Animations, integral to the experience, were developed within Maya and through Adobe Aero actions. These animations were exported as embedded GLB files from Maya, with each GLB containing Intro, Loop, and Exit animations. These animations were seamlessly integrated into Aero using the “Play Animation” action.

At the end of each conference day, we took 10 minutes and updated the date, session link-out and MAX shapes, giving viewers a fresh encounter for the next day. Leveraging Adobe Aero’s ‘replace asset’ and republishing feature we were able to utilize the same Aero scene and QR code, magically delivering a brand-new experience for each day of the conference with minimal effort.

The geospatial augmented reality experience was brought to life through the remarkable craftsmanship of Rock Paper Reality. They worked their wizardry and created fantastic assets and a memorable experience. They used the LA Convention Center's address as a location anchor in Aero and built up the scene around it. They even created a rough model of the venue to be used as an occlusion mask. Rendered launch cards, created in Substance Stager, added the finishing touch to this incredible venture.

Render from Adobe Stager

Applications used:
Illustrator: Design and 2D shapes.
Photoshop: Story boards, launch cards and other 2D assets.
Maya: Modeling and animation.
After Effects: Animated PNG sequences.
Premiere: Video edits for blog and animatic.
Adobe Stock: Music and stock footage.
Media Encoder: compressing and reformatting images and music.
Substance Painter: Materials and textures.
Substance Stager: Rendered assets for review and marketing materials.
Adobe Aero: Assembling AR experience and publishing.
Frame.IO: Review and feedback with stakeholders.

Google's Geospatial Creator: Powered by ARCore and Googles Maps Platform within Aero.

Closing Thoughts:

In the end, we believe that our augmented reality experience has the extraordinary power to ignite inspiration and motivation in our viewers. Our location-based adventure, powered by Google’s Geospatial Creator inside Adobe Aero and Adobe suite of tools, isn't just a step forward; it's a giant leap into the future of conference engagement. We hope that by sharing our journey, it will inspire others in the conference and trade show industry to explore the boundless potential of AR and location-based experiences. The future is here, and it's happening now. It's time to push the envelope on AR technology and embark on a transformative journey together. If you have any questions about Substance tools or AR experiences, don't hesitate to reach out. And while you're at it, be sure to join our Aero Geospatial Pre-release program to stay at the forefront of this incredible technological wave.

Happy Creating.

Scan the QR code below to see a modified tabletop version of the MAX 2023 Geospatial experience