Astucemedia enhances creative development capabilities with opening of new AR & VR Lab in Montreal

Astucemedia enhances creative development capabilities with opening of new AR & VR Lab in Montreal
September 6, 2017 Meriam Khan

[06 September 2o17]

Astucemedia, leaders in bridging the gap between broadcast graphics, creative design and data integration, has announced the opening of its own Augmented and Virtual Reality lab. Located in Montreal, the new lab will serve as a development ground for interactive AR and VR experiences not only for Astucemedia, but for its customers, partners and the wider media & entertainment community.

Located in Montreal’s Cité Multimedia and adjacent to Astucemedia’s head office, the lab provides the perfect creative space, with a large meeting area and a studio bay.

“The purpose-built lab gives us a dedicated space to develop the most advanced content in a high-quality environment,” says Roger Banna, Astucemedia’s Creative Director. “Previously, we would need to test AR elements at a customer’s facility with all the associated equipment. Now we can see and feel the entire experience, right on our premises. This allows us to make sure it is amazing before it’s delivered to the customer.”

The lab is fully equipped with the latest technology: a large green screen, a broadcast camera with tracking on a jib, a multi-viewer and a switcher that each feed into the graphics system. Experiences that Astucemedia have created so far include a virtual set for a news program, including with augmented reality news elements, an AR sports presentation with 3D players, and event recreation experiences with interactive control.

Banna continues, “We can now check how the interactive experience will work for the presenter, ensure the camera angles are correct, and that the overall story is truly enhanced by the augmented and virtual reality elements.”

The construction of the lab strengthens Astucemedia’s position as a leading creator of rich AR and VR experiences and data visualizations.

Alexandre Leclerc, CEO of Astucemedia, explains that the company is continuing to push the data visualization boundaries: “We are working with more data every day, for finance, sports, weather and social media. By leveraging artificial intelligence (AI) we can come up with predictions and trends, which lead to better visualizations and tell better stories, all supported by the data. Whether it is for broadcast or streaming, uses AR or VR; we have the tools to offer the best experiences possible.”

At IBC 2017, a demonstration of Astucemedia’s new Interactive and AR Football Modules will be shown at the Vizrt stand (7.A20) as part of Vizrt’s Big AR Show. IBC visitors can see the power of Astucemedia’s data integration and AR capabilities firsthand, and the striking enhancements it brings to live presentations, including the generation of 3D player models, heat maps, and a fun animated formation projection; all controlled from an interactive touchscreen. Dedicated Astucemedia spotlight sessions will also be held on the Vizrt stand (7.A20) on Saturday 16th and Sunday 17th September to highlight the company’s creative services and data platform, referencing proven applications and case studies.

See more of Ascentmedia on Vizrt IBC stand (7.A20)