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2022 One Show - Integrated

The Unfiltered History Tour

Agency Dentsu Creative / Bengaluru

Client VICE World News

Category

Craft / Use of Technology

Annual ID

OS22_IG008S

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

Credits

Digital Agency

Dentsu Creative / Bengaluru

Art Director

Karthik Nambiar

Chief Creative Officer

Fred Levron
Pg Aditya

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 and 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 and 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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