Although the concept of holography is very broad, we’ll try to explain it in simple terms. Holography is considered a kind of three-dimensional photography. It exists thanks to the wave properties of light.
In traditional photography, film records only the variations in the amplitude of light waves (the intensity of the image). In holography, on the other hand, thanks to the laser beam, it’s possible to record the troughs and crests of light waves, allowing images to be reproduced in relief.
The first person to work with this technique was physicist Dennis Gabor, in 1948, in Hungary, who would later, in 1971, be honored with the Nobel Prize in Physics for this creation.
Want to learn more about how holography has been used in the corporate world through advertising pieces and campaigns by companies like Coca-Cola? Then keep reading to find out.
How does holography work?
In the traditional model – before the technique could be refined into yet another POS technology – the main elements used to produce a hologram were a light source propagated in a single direction (such as a laser) and a highly sensitive film.
The laser light is split into two beams: one illuminates a given object, which is reflected onto the film, while the other beam illuminates the film directly.
What these two light sources create is a hologram: a recognizable image resulting from a succession of bands and concentric rings. When illuminated, the light causes the bands and rings to project an image that represents the object in three dimensions.
How is holography used in the corporate world?
For a long time, especially in the early days after its discovery, scientists weren’t quite sure how holography could be used, due to an inconvenient issue: the technological limitations of the time. Holography required laser light in order to be produced and viewed.
It was only in 1965 that a method was discovered — by Russian physicist Yu Dnisyuk — that would allow holograms to be visible under ordinary light, revolutionizing everything that was known about the concept and its applications.
How does AliceWonders use holography in advertising campaigns?
AliceWonders recently used holography in an advertising campaign for Coca-Cola. In it, both the hologram cutout and the 3D modeling of the object – in this case, a can of Fanta – were developed by professionals.
In the piece, a holographic can appeared spinning. But to make that happen, it took meticulous work across several stages. For three-dimensional viewing, the can had to be modeled in 3D. The duration and speed of its rotation were also carefully planned.
What we mean is that, unlike how it was done nearly seven decades ago, holographic projection is no longer made from real objects, not least because that would make its use in the corporate world unfeasible for countless reasons.
The technological advances available today allow any object to be reproduced, thanks to 3D modeling, and projected at whatever size, speed and duration the client wants.
What sets AliceWonders’ holography apart?
There are many companies in this segment selling a false concept of holography, presenting themselves as creators of the technology, when what they offer is basically ordinary visual projection onto a “fan.”
The real purpose of that equipment is to try to reproduce the three-dimensionality of objects in ordinary photos or videos. That’s very different from what we do at AliceWonders.
If a brand has a clothing store, for example, we won’t simply “turn” an ordinary video into 3D. That kind of application isn’t very viable in advertising because it requires viewers to wear special glasses and, from a logistical standpoint, it can be costly and anything but practical.
Our idea is to give clients the freedom to use holography as an unlimited communication tool, since our business model makes it possible to model garments, create characters and much more.
In other words, our vision is to enable companies to deliver a true experience to their customers through holography, showing objects from a new perspective.
For example, in a shoe store, shoppers can view a sneaker from any angle they want and see it in every available color and style. They can even see inside the product.
Our technology allows the sneaker to materialize before the customer’s eyes, so that both the store selling it and the end consumer enjoy the benefits of the system, making it possible, for example, to:
- save salespeople from having to go to the stockroom to look for different styles and sizes of the same product;
- build the company’s credibility with highly advanced advertising technology;
- avoid having the same shoes tried on by many different customers.
What are the differences between holography and holographic assistants?
In fact, both come from the same three-dimensional light projection technique. The difference is that there’s a general misconception about how each one is used.
For example, many companies believe that a holographic assistant is the best way to cut costs, which is a mistake. The fact is that holography won’t replace a real person. The goal of holography is to enhance the company’s customer service and product display, not to cut costs.
What we mean is that obviously you won’t have both a real person and a holographic one, but one doesn’t replace the other. The idea isn’t to use holography to “create a person,” but rather to add a human touch to the contact between the customer and the brand.
What are the advantages of holography?
The first and most obvious advantage is the use of a new medium or ad pop-up. It’s completely outside of what users are used to in their everyday lives.
Moreover, AliceWonders knows it isn’t the creator of the technology, but what sets it apart is showcasing the countless possibilities for using this concept to deliver amazing, playful experiences to consumers, unlike how the market has used holography for many years.
As you’ve seen, holography can be an innovative resource for you to use at your business’s point of sale.
Besides adding value to customer service, it makes it easier to view items in a practical and immersive way, delivering a unique shopping experience to your customers.
Want to learn more about how holography can be used as an innovative advertising tool in your company? Then get in touch with us so we can provide more information on the subject!
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