Samsung 5D
MIXED · AUGMENTED REALITY · 2021-2022 (5 months) · SAMSUNG · XR PRODUCT & MOTION DESIGNER
harnessing sports enthusiasm & 5G tech this initiative crafts a compelling narrative for samsung's long-term vision of venturing into volumetric 3D reconstruction. revolutionize live sports viewing, the enhanced replay.
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CHALLENGE
Reimagine live sports viewing using volumetric 5G technology to deliver immersive, interactive experiences. The aim was to transform passive watching into collaborative, multi-angle replays that feel cinematic, real-time, and deeply engaging.
STRATEGY
Develop an AR ecosystem that blends high-speed 5G connectivity with advanced camera tech. Focus on seamless interaction, social engagement, and storytelling through spatial motion. Deliver tools for users to explore, remix, and relive sports moments without losing immersion.
SOLUTION
Built a distributed AR platform that synchronizes devices, overlays realistic 3D graphics onto live footage, and allows fans to record, replay, and share highlights from any angle. Applied interactive filters and dynamic animation systems to enhance storytelling and encourage social sharing.
RESULTS
Fans shared 40% more highlights, extending the moment beyond the screen. Achieved seamless multi-user AR synchronization for collaborative viewing. Positioned Samsung as a pioneer in 5G-powered immersive storytelling for sports entertainment.
enhancing the fan experience - networked AR
Traditional viewing often limits fans to specific camera angles and lacks interactive, replayable content. We aimed to provide a 360° AR experience by utilizing Samsung’s phones advanced camera and display technology and AT&T’s powerful network connectivity. This allowed us to design a collaborative AR experience where
Fans can view, replay, and customize key moments in real time Devices stay synchronized so fans share game-enhancing AR overlays AR overlays are aligned with gameplay for a realistic experience
''replay controls give fans the freedom to experience crucial plays from different angles, while custom filters add excitement.'' Designing filters involves creating overlays and animations using 2d and 3d animation software, AR design tools, considering factors like user engagement and performance in different environments. The development integrates these designs into the app, adding features for capturing and enhancing videos with AR filters.
