PICTURE THE FUTURE: International Photographer Uses Aurasma to Bring Iconic Stills to Augmented Life

CAMBRIDGE, England and SAN FRANCISCO, December 16, 2011 /PRNewswire/ --

Acclaimed photographer and filmmaker, Sam Robinson, is breaking down the conventional boundaries between photography and film by embedding Aurasma into his existing iPhone app - the Sam Robinson Photography App.

(Photo:  http://photos.prnewswire.com/prnh/20111216/SF24329)

(Logo:  http://photos.prnewswire.com/prnh/20110711/SF32613LOGO)

The British visionary, who has studios in London, New York and Barcelona, is using Aurasma - the world's first visual browser - to add a new dimension to his stills, simultaneously blurring the lines between photography and film.

Click here to see the app in action http://vimeo.com/33674921

In addition to seeing highlights from Robinson's commercial work and behind-the-scenes content, users of the app can now point their iPhone at selected Sam Robinson photographs and watch them transform into interactive video. It also changes the way in which advertising campaigns are run, providing a direct link between both the stills and films shot by the UK creative.

Sam Robinson, Photographer and Filmmaker, said:

"The first time I saw Aurasma, I was bowled over - this technology is a completely new medium that dissolves all the old boundaries between photography and film. As both a photographer and a film maker, Aurasma's Developer Studio lets me bring together my stills and film work for the first time. The demand for multi-channel campaigns is growing and this is the perfect way to link them. I'm completely hooked."

Tamas Szabo, founder of Megatomi said:

"Sam gave us the brief to incorporate Aurasma into his app in a way that was intuitive and user-friendly while also being visually impactful. With just two lines of code we were able to integrate Aurasma into the existing app - start to finish, it took just a few hours and the result is incredible."

Martina King, Managing Director of Aurasma, said:

"We're working with some of the world's largest corporations, but we're also working with internationally-renowned creatives like Sam Robinson.  Artists, photographers, film makers, animators, designers - the creative industries instinctively understand Aurasma's potential and are using our free technology to push boundaries and change the way people see and interact with the world."

The Sam Robinson Photography iPhone app is free to download for the iPhone 4, 4S and iPad 2 from the App Store.

Links to Editors

Sam Robinson Photography (App Store)
http://itunes.apple.com/us/app/sam-robinson-photography/id452379533?mt=8

Sam Robinson Photography App (Video)
http://vimeo.com/33674921

Sam Robinson Photography
http://sam-robinson.com

Aurasma (App Store):
http://itunes.apple.com/gb/app/aurasma-lite/id432526396?mt=8

Aurasma (Android Marketplace):
http://bit.ly/tHibPU

Aurasma:
http://www.aurasma.com
http://www.facebook.com/aurasma/
http://www.twitter.com/aurasma/
http://www.youtube.com/user/AurasmaLite
http://aurasmalite.tumblr.com/

ABOUT AURASMA

Aurasma is the world's first visual browser - a new platform technology that merges the physical world with the virtual. Available as a free app for iPhone 3GS, 4, 4S, iPad2 and high-powered Android devices or as a free kernel for developers, Aurasma uses advanced image and pattern recognition to recognise and understand real-world images and objects in much in way the human brain does. It then seamlessly blends the real-world with rich interactive content such as videos and animations called "Auras". Auras can be created for printed images, product packaging, clothing, physical places and users can even use the app to create and share their own.

Since its launch in June 2011, Aurasma has had more than two million downloads. Over 1000 partners in markets including retail, sport, automotive, consumer electronics, entertainment, advertising and publishing are using the free technology in their campaigns or embedding the technology in their own applications. Aurasma was developed by and is part of software company Autonomy - an HP Company.