Magic Leap is an American startup company that superimposes 3D computer-generated imagery over real-world objects. By projecting a digital light field into the user’s eye, they achieve an augmented reality experience that is wildly beautiful and useful for both entertainment and practical purposes. When we started working with Magic Leap their product was still in development. This posed an interesting challenge for us: we had to teach the general public about their technology while they were still mastering it themselves! With these obstacles in mind, our initial strategy was to simplify their amazing product to make it more approachable.
It’s clear to say that Magic Leap has entered into a new era of technology. As they started navigating uncharted territory it became clear that they needed a skilled team of marketers and content creators to introduce their product and company to everyday consumers. As with any new technological development, educating the general public of its many uses and benefits is a key challenge. Simply put, people don’t like change. Fortunately, today more than ever, consumers are more receptive to game-changing technologies. Even still, Magic Leap faced a serious hurdle in the race to market: they needed to simplify a seriously complex tool to appeal to the mass market. So, they hired us to create media that would educate the world on their innovations in augmented reality.
The Minds Behind Magic Leap One
New technology is always a tricky subject to present but people always understand tech better if there is a human connection that can be made. To help build such a connection to the Magic Leap One, we created one of the strongest videos in our overall marketing campaign. It begins by introducing the engineers leading the development of Magic Leap One. Hearing their stories and the path that led them to Magic Leap humanized their rather mysterious brand.
Creating this video involved an intensive production schedule involving 14 days of travel to 12 destinations to show Magic Leap’s global presence. We traveled to multiple countries, from San Francisco, New Zealand, and Switzerland, to film interviews with chief engineers who shared their inspirations and aspirations. This unscripted take not only made the brand and product more approachable, but it made Magic Leap’s company culture relatable to people involved in the company and those hearing about it for the first time.
TONANDI and Magic Leap
Magic Leap’s flagship product, the Magic Leap One, was initially designed as an entertainment and gaming tech product. We created several videos that showcased some of the developers and media partners that created applications on the Magic Leap One platform. We interviewed members from, Insomniac, Funomena, and even the critically acclaimed Icelandic post-rock band Sigur Rós, with whom the team at Magic Leap developed Tonandi, an interactive audio-visual exploration of the sounds and spirit of the band.
User Video Guides
Launch day brought with it a large amount of new media to create. To help properly execute the product launch, we created a series of user video guides to teach users how to use and master their Magic Leap One device. We knew this educational series would live for as long as the product was in the market, so we had to make sure everything was perfectly accurate so users would receive the ideal experience.
Our intro series is a step-by-step explanation on how to get the most out of every Magic Leap experience. These videos live on Magic Leap’s website and are delivered with each product that is purchased.
The many videos we filmed for Magic Leap — both the creative and educational — led up to this moment. The world’s most influential techies gathered in L.A. to learn and play with the new Magic Leap One. We photographed the event and used this media to further Magic Leap’s influence in the exciting world of gaming innovation.