Hacking the Pack — How we won a challenge using Augmented Reality

IndustryHack

March 27, 2017

*ring ring ring!*

The alarm goes off way earlier than usual but I get up with a smile, eager and excited about the upcoming three days. A quick call to team flyAR’s tech/multi-purpose ninja Eero confirms that also he has woken up way too early. It’s time to travel to Imatra to hack the pack with Stora Enso and Industryhack.

We meet at Kiasma and jump into the Industryhack bus thinking of getting some sleep before the long weekend ahead. However, we begin brainstorming and thinking of good things that we might be able to do and sleep is left for later.

Go to the profile of Frans Tihveräinen
Paper mill, here we come!

We arrive at Imatra and start off with some delicous lunch and proceed to take a tour of the Imatra Mill. It was a surprise to see how big the mill and (liquid packaging) board machines really are, they are stupendously huge! With great info provided, we were almost ready to lock our idea for hacking the pack using augmented reality (AR). Zappar-powered AR was our weapon of choice from the start, but finalizing the idea and planning how to demo it functionally in 2 days was challenging. By friday evening, our idea and script was clarified and we were ready to start building our demo.

Go to the profile of Frans Tihveräinen
Paper mill, here we come!

Our idea in a nutshell was to attach digital 3D media onto a sustainable package (made by Stora Enso & Tetrapak) utilising the possibilities of AR and have nice, fun and interactive AR-storytelling going on at the same time. On saturday morning we had some 3D-assets ready and converted to AR-friendly formats and our demo was coming together piece by piece. We got good input from coaches and were feeling confident about our idea. By saturday evening, we were very happy with what we had come up with and were glad to hear positive feedback from coaches and mentors. All set for sunday? Nope, still lot’s of things to tweak and a killer presentation to prepare. We were up till around 2 am so we still had a good few hours to sleep (and dream about augmented reality packaging!).

Sunday was very exciting, as it was judgement day. We polished our pitch and rehearsed it quite a few times in order to meet the tough 5 minute time limit. Feeling confident about our idea, demo and pitch, we were feeling a good vibe when it was time to present. We nailed our presentation and everything went as planned, even our demo worked perfectly! It was really interesting to see what other teams had created, there were some really good ideas around.

Go to the profile of Frans Tihveräinen
Paper mill, here we come!

Waiting for the judges to decide was tough and it was a long hour to wait. But it was definitely worth the wait, as the judges chose team flyAR as the winning team!

Go to the profile of Frans Tihveräinen
Paper mill, here we come!

It took a few days to process the fact that we really won! Just two guys from a tiny AR production house did it! Very cool. We can’t wait to get our pilot project started with Stora Enso… and who knows what might happen after that. Thanks Industryhack and Stora Enso for an unforgettable weekend!

flyAR® is a small Augmented Reality Studio from Vantaa, Finland. We specialise in interactive 3D-experiences attached to print. Find out more at flyar.fi!

ps. have you ever seen an exploding 3D-skateboard?

Go to the profile of Frans Tihveräinen
Paper mill, here we come!
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