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Category
Use of Technology
Annual ID
OS22_IC007S
About the Work
The Unfiltered History Tour is a guerrilla tour of the British Museum carried out via Instagram filters by making use of Augmented Reality that the internet is no stranger to. However, instead of adding dog ears to a selfie, the same technology was re-engineered to scan and identify life-sized 3D artefacts in differing light conditions throughout the day, to unfilter centuries of colonial narrative. In this alternative interactive tour, visitors can scan 10 disputed artefacts of the museum and see them being teleported back in time to their home countries, with experts from their homelands playing tour guide by narrating the true story of the loot of these treasures, with Augmented Reality being used as a subversive contextual overlay. Those who aren’t at the British Museum can unfilter history from wherever they are in the world, with immersive audio-video experiences and extended podcasts hosted on the Unfiltered History Tour website.
The Unfiltered History Tour was developed remotely over 18 months, with a local team in London gathering data on measurements and placements. To account for changing lighting conditions in the Museum and ensure a seamless user experience, AR technicians employed LiDAR (Light Detection Ranging) data integration, developing a first-of-its-kind dynamic auto adapting Instagram Filter that blends satellite data with Augmented Reality.
The Instagram filters faced multiple rounds of rejection by the Spark AR team for being ‘shocking, sensational, excessively violent. However it was reviewed out of context, without the overlay of native representation. After nearly 20 design iterations, the Instagram filters were approved and ready to deploy at the Museum. During development, our biggest ally was ironically, the Museum’s layout on Google Earth.
2022 Awards
Total Points: 21
Silver Pencil
Credits
Digital Agency
Dentsu Creative / Bengaluru
Art Director
Karthik Nambiar
Chief Creative Officer
Fred Levron
Pg Aditya
Creative Director
Aabhaas Shreshtha
Amey Chodankar
Binaifer Dulani
Executive Creative Director
Ashwin Palkar
Associate Creative Director
Geetika Sood
Senior Copywriter
Meghna Yesudas
3D Modelling & Sculpting
Prashant Bhikadia
Shanel Moraes
Associate Art Director
Manasi Sheth
Vaishakh Kolaprath
Associate Group Head - Video & Mixed Reality
Gerson Pearson
CEO
Gautam Reghunath
Chief Innovative Officer
Gurbaksh Singh
Copy Supervisor
Farishte Irani
Creative Strategist & Manager
Ananya Rao
Director - Launch Promo Film
Ronak Chugh
Executive Editor
Zing Tsjeng
Field Researcher
Emi Eleode
Filter Developer
Kalpit Dwivedi
Freelancer - Illustration
Sachin Ghanekar
Group Account Director
Karishma Changroth
Group Head
Kushal Lalvani
Group Head - Art
Tanya Paul
Group Head - Video
Niranjan Raghu
Manager - Business & Growth
Swarnpreet Kaur Tuli
Managing Partner
Harsh Shah
Music Designer - Launch Promo Film
Sameer Rahat
Producer - Podcast
Jesse Lawson
Research Consultant
Shaleen Wadhwani
Researcher - Podcast
Marthe Van Der Wolf
Senior Account Manager
Anjali Thomas
Senior Director - Production
Rakesh Bairwa
Senior Director, Audience & Content Strategy
John Montoya
Senior Group Head
Stuti Sudha
Senior Group Head - Motion Graphics
Manish Joseph
Senior Lead Developer
Rahul Sharma
Senior Video Editor & Animator
Vignesh Praveen
Senior Visualizer
Shreya Arora
Senior VP - Account Management
Priyanka Borah
Sound Designer - Launch Promo Film
Ateesh Chattopadhyay
Vice President - Strategy
Ishtaarth Dalmia
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