Realistic Basic Realistic Contents and Society
GCC Academy
Learning Goals Can explain various fields of realistic content and implementation technologies through trend examples. Can explain the planning process of realistic content through examples of plan drawing.
Learning Content Various fields of realistic content Planning process of realistic content
Jeong Jiwon Representative Career Current board member of T.OZ Former board member of WYSIWYG Studios Co. General chief of Taekwon V VR for Lotte World theme park General chief of Gyeonggi VR AR for Gyeonggi Contents Agency
General chief of realistic videography for Jeju National Museum General chief of realistic content making for Sokcho Museum
This is Jeong Jiwon, who's in charge of realistic content course
We are going to learn about trend example today
First, we'll take a look at recent trend example
and the background of how the frame-extended formats have appeared
And then, through plan drawing examples
we will take a look at
how to plan contents
Various Fields of Realistic Content
In 2020, there are three keywords
It can be summarized in three keywords
It's Covid-19, Untact, and Media Art
Covid-19 has affected a lot to society
Next, by 'Untact'
The concept of VR and Metaverse
has extended widely
The concept of NFT and cryptocurrency
has also been extended widely
And the 'Media Art' has been
introduced as an element
that broadly expands a certain place
So during Covid-19
out-of-home market has been recessed a lot
So, screen advertising has decreased by 90%
And the subway and other advertising markets shrunk
so the overall social content market itself was not very good
Therefore, screen advertising could be said that there was no breakthrough
so has fallen so much
Next, the global digital out-of-home market's growth rate
was also low, of course
Since people didn't go out
there weren't people on the street
That's why at overall advertising market
growth rate was low and dropped
However, digital signage demand has increased
Also, drive-thru store, kiosk using store
and non-store, things like these have grown to an all-time high
Online distribution sales have also increased
So at that time, it could be said that live commerce's heyday had arrived
Many live commerce platforms
which introduce products to random people
through online streaming have emerged
In the case of live commerce
using virtual humans or virtual influencers
began to appear
so it was an important era
in which new types of trends emerged
Also in the case of Naver Shopping Live
for small and medium-sized business owners who were blocked from follow or couldn't cross the home shopping threshold
it was an era which got great popularity
When we look at the media art side
At that time, the LED, which curved LED itself can be seen as a large billboard
The media art that used this came out
Normally, it can be said that we use anamorphic
It is about distortion effect and image illusion
that we can feel the sense of dimension
The best example is a large billboard at Samseong station
At that time, the work named 'Wave' was shown
and the image of the wave was played
It was played very realistically
so people went there to watch it
or watched it while passing by
The effect that the image gave
played as a big factor
Using this anamorphic on a LED billboard
to create more sense of dimension through image illusion is
still being used in various LED walls to this day
It is used at things like this
Also, under the pretext of being works of art
there were many extremely difficult media artworks
There were a lot of works in the past
The arte museum has appeared
So, the space where media art has implemented
Ordinary people can experience without any notice
Especially in the past, when it's said media art
it was played image-oriented
However, after arte museum has appeared
the space itself is decorated with videos
and well-known works are played
So it became a place
where the audience visit
So, in fact, even from an industrial or business perspective
Because of the influence of the business, which made arte museum
Chances have been created to transform
many spaces into realistic content space
In the past, the concept of making projection
in some indoor spaces was really rare
Instead, in the form of a facade, the media facade
by the projection mapping at the building's exterior wall or external
facade was rendered a lot
But by making projections in the space
and doing something wasn't existing
It could be said that it was nonexistent
In the foreign countries, things like these
was staged using abandoned factories or places
and the domestic things flowed in well
These became an extended concept
and in my point of view, at various museums and galleries
made a lot of
realistic content using indoor space
From 2020 to 2021, 2022
If we take a look at some trends
AR, VR, and MR are combined
and called, XR
Extended Reality era has begun
Especially things like outwork, online lectures, and online performance
which are untact services became accelerated
So, as 4th generation media platform
hardware-wise, AR, VR, and MR
and content demand has increased
Also, in the past, PC-connected HMD was needed
So it needed to be cabled
and since it was connected with cable
there were uncomfortable things like
getting caught in the cable when turning the head
However, Facebook Meta has released an independent VR
so wireless connection became possible
Thus, its convenience has been increased
while using
So, in fact, Covid-19 killed some market
but in other aspects, leaps of new technology
and content's necessity has increased
Particularly in the case of MS Hololens 2
It had a wide viewing angle and AI built-in depth sensor
So when you wear this MS Hololens
it is kind of big and heavy
so ordinary people didn't use much
but the factories like manufacturing factories
and medical-related factories used this a lot
80% of companies that adopted this mixed reality
used Hololens
and efficiency of cooperation between team members improved
Also by data-sharing
the productivity increased about 25%
Moreover, by using Bently Systems
In a large-scale project, by adopting MS Hololens
architectural design was visualized as a 4D model
to manage construction conditions and potentially dangerous sites
So, with this MS Hololens 2
by applying to the manufacturing and medical core industry
Its use has been extended to
digital treatment device development
Lockheed Martin used Hololens
to make a spaceship
Also, there could be a device error at the factory
If you are at the factory in Ulsan
but the facility company is located in Seoul
In this case, when it is hard to go
Through Hololens and remote solution
the problems can be solved
Then, there's a medical-based XR vision
Even in cases such as medical services
there were parts that utilized these XR contents
And it could also be said to be a certain period
when digital humans emerged
So, there was something like anchor Kim Ju-ha delivering the news
and a kiosk equipped with a digital human
providing guidance
In the case of entertainment
there are also cases where digital humans have been
turned into girl or boy groups
In the case of SM Entertainment
from a girl group called aespa's real person
and by creating avatars of digital humans
there have been cases of creating music videos
or mixing them
Usually, when SK Telecom
or other companies open stores
many configurations
only showed their products
However, if you look at recent trends
there are increasing cases of
decorating the store itself as a complex cultural space
So, sometimes, when we go to places like SK Telecom, LG, KT
and Hyundai Motors
but they don't show their products
but rather, people come and have coffee
read books, or create visual things
to have new experiences there
and posting them on social media to attract and promote customers
There have been many cases
where such things have been activated
There were things like Factory Garden, a natural healing space in the city
and things like 0 Stage
and many different things came out
In particular, in the case of LG U
from the first basement level to the sixth floor above ground in Gangnam Station
in about 1,400ft space, an exhibition hall, cafe, bookstore, content viewing room
and video production studio were set up
They say that regardless of mobile carrier
they created a space that anyone can enjoy
Also, the KT Media Shop was located in Sinsa-dong
which was called an untact zone and allowed users to experience services without contacting others
and it created experiences such as the mixed reality KT Real Cube
Here, motion recognition sensors, beam projectors, and responsive technology were used
to provide people with a realistic experience
In addition, an untact payment solution that can be used with the palm of your hand
Amazon One has now been released
can be used in place of a personal signature
And the most important thing is that
a new communication channel using LED electronic signs
By using LAN weddings and other things
and showing them on an outdoor billboard
or scanning video QR codes in campaigns to provide comfort and congratulations
From a marketing perspective
these can also be seen as examples of the use
And now, in digital out-of-home
there is a programmatic OOH
which makes the potential enormous
In the past, an unspecified number of large-scale advertisements were done
However, that is not the case
by enabling to target specific areas at low cost
and with trigger-based advertisement
or through a specific target, providing capabilities and flexibility
makes a platform
and method using these to advertise develops
In particular, with the change to data-based programmatic
as data-based operations
that enable data-based billing and inventory management become more widespread
various media emerged
The case in point is Dable
What Dable is
an AI-based personalized content recommendation solution
In this case, based on computer vision technology
performance measurement and analysis are possible
There are also examples of
solution companies that provide recommended content to individuals
In 2016, Motov appeared
You've probably seen it a lot
It is a small billboard on top of a taxi
By installing advertisements there
when passing through a certain area
if there are a lot of people in their 20s, advertisements tailored to those in their 20s appear
and if there are a lot of people in their 30s, advertisements tailored to those in their 30s appear
so that advertisements targeting a specific audience
are made possible
So, in particular, companies like Dable, Motov
and others collecting certain personal information
and providing personalized services
can be seen as a goal of not only Google or Amazon
but all companies
From the perspective of creating realistic content, to keep up with these trends
how the content can be combined with new technologies
it will be very important
So, among the electronic signs
L shaped, ㄴ shaped, ㄱ shaped
and also vertical or very wide horizontal types
Things like these come out a lot
So, by adjusting to these various forms of LED billboards
various ways of producing content emerged
and accordingly, not only content using certain anamorphic techniques has been produced
but also from the point of view of transmitting advertisements
advertisements tailored to the target audience for the region
have emerged too
So, you may have seen it a lot these days
If you go to Incheon Airport, there is something called Media Tower
There, using anamorphic techniques
moving waterfalls are shown
In the case of London
to announce the new Call of Duty series
a large billboard was created
Also, various unique pop-up stores
appears now
In the case of Millenials, Gen Z, Gen Alpha
of course, they are familiar with digital things
but going to analog spaces
and taking photos are really important to them
So, to show these things well
brands create various pop-up stores
allow people to experience their brand
and culture of posting photos and sharing on social media has emerged
The content that goes into these pop-up stores
based on production mapping
or motion recognition
includes a lot of interactive content
So, in the case of Yeouido The Hyundai Seoul
the Avatar pop-up exhibition was created
and in the case of the Hyundai Department Store Pangyo branch
even media art based on Pokemon was displayed
In the past, the content
had to be shown only in specific places
but now the specificity of space has disappeared
and it can be seen that the expanded concept of allowing this content
to be displayed in various spaces has been developed a lot
And some new types of realistic content
is drone
In the visual field
although drones do not actually use computer graphics or filming
for delivering messages
providing information, and impressing people in a space itself
It seems to be a good realistic technology
So, at my perspective
when it was created with a drone in the night sky
it looks like a hologram of the night sky
In a way, with the synchronization of all drones
numerous drones are used to create a single scene
and as programmed
they make various visuals
make text, and emphasize brand identity
You can see that they are used in various campaigns
There have been a lot of cases using giant LEDs recently
Especially, in stadium and other large concert halls
giant LEDs are installed
to give the audience the feeling of being in a new space
At Incheon International Airport and other airports worldwide
very wide LEDs are installed horizontally these days
to create a dynamic space
When people are on their way to work
and look at tourist attractions, they feel new
You can see that it also provides things like the transference of such emotions
And now the most used ones are
LEDs installed on the exterior walls of buildings
Now, the most widely used one is in Las Vegas
and places such as Qatar, Saudi Arabia, and Dubai
and recently, you can see that LED facades using buildings
have become very common and widely used
Although it was created due to COVID-19
due to non-face-to-face interaction
many services linked to the metaverse have been released
In a way, a retail experience service has emerged
that helps determine what interior design to place in my space and how to style it
Next, systems that allow
anyone to connect with each other emerged
providing various solutions that can be used in the non-face-to-face era
Next, we will look at
examples of how these practical technologies have been applied to the public
The first thing to look at is a campaign called Live Interactive Playful Silhouette
conducted by the vodka brand Absolut
The slogan of this campaign is, a campaign that contains the message
'There are no biases in the Absolut World'
There was software that tracked live gestures through a camera
and when it recognizes a person
a silhouette of various colors is created
and immediate transformation and expression were possible
Installing interactive digital signage
unbiased Absolut World was shown to audiences
That kind of event was presented
Also, in this case, it was held in India
and various influencers came and performed and gave cultural performances
so the theme of embrace was well-presented
Recently, realistic technology has been used most often in airports
In particular, since many people come and go at the international airport
when they arrive at the international airport
if you show the touristic and various parts of the country
using some interactive technology, people will find it more interesting
And even if the airport is just a transit point
they might come again in the future
Therefore, not only Incheon Airport
but also various international airports install large LEDs
to include interactive content
In the case of Orlando International Airport
digital media was installed using a single-sided coplanar display
What's fun about this content is that
with 6 cameras
it can track up to 25 people moving around a space in 3D
So, this individual's pose is recognized
and the shape is overlapped and displayed on the video wall
Orlando's air, water, and sky are reflected
which shows that we are with traveler's memories
They are showing some of these magical moments
through a mix of interactive experiences and content
And at Incheon International Airport, in addition to the large LED
they made a Vivid Space, a new technology convergence content exhibition hall
a K-content promotion center and a space room
So here, technologies such as VFX, VRA, and holograms are used
to realistically display content that stimulates the human senses
Planning Process of Realistic Content
Next, we are going to look at
an example of a project I participated in
and show you the process of
how realistic content is planned and completed
It was a project where the Jeju National Museum produced realistic content
In my case, through national bidding projects
I conduct business usually
So, in the case of this project, we won the order through bidding
and got this project through a competing PT
When we first propose this content
there is a request for a proposal
which are basic proposals that the client would like us to show
With these, we write a proposal to each company
So, at that time, through certain relics of Jeju Island
then the nature of Jeju Island
the art and works of Jeju Island
and certain historical and cultural aspects of Jeju Island
to implement these things into realistic content
was the goal of the request for the proposal
So, we planned the space itself accordingly
At the time, the space itself was about 15m wide
and 12m tall
It was about 12m
By projecting the entire space onto four sides: the front, left, and right sides
and the floor
we proposed that kind of content
And through the floor interaction, when you touch the floor
an interaction occurs there
When we proposed it, we included a lot of content
by mixing Jeju's Grandmother Seolmundae tale
works by Jeju-born artists
and certain Jeju relics
we are going to make a content
We planned the overall production plan like this
So, for about 10 minutes, we proposed about the content
and made a storyboard with that
So, if we are elected
we are going to present the content in this way
We proposed like this
First, sea and wind, meets the island
we used these keywords
and within them, through the story of Grandmother Seolmundae
the mythical island of Jeju has a diverse history
and the lives of the people living there were diverse
Also, through an old painting called Tamnasullyeokdo
showing the appearance of Jeju
and through other works within it
we have proposed to and to show the splendid and beautiful Jeju
As a result, we won a business order based on this content
After winning the business order
as we started the actual production
the plan was overturned
Because, basically
When we won and proceeded
by holding planning meetings with the ordering business
we set the direction
So, the issue at the time was
actually, the relics themselves
that could only be seen on Jeju Island were not clear
So, what came out was
the story of a scholar from the Joseon Dynasty named Jang Hancheol
Jang Hancheol wrote a literary work
called Pyohaerok
This person wrote a literary work about
an incident that occurred when he was on his way to take a civil service exam
and got lost on the way
The issue at the time was that
using materials that could only be found at the Jeju National Museum
let's create a media art
which was a new direction
So, the various contents
in Jan Hancheol's Pyohaerok
was investigated by us
And we thought about what kind of story we would go with these
So, the content was
completely different from what we proposed
was ultimately completed
From the point of view of the progress
it seems that the direction improved the completeness of the content
and clearly showed what we wanted to present
And when we first proposed
we planned to use
the entire space of 15m and 12m
By planning it that way, a lot of projectors must have been used
but looking at the final number of projectors used
a total of 23 were used
This was because the bottom surface must be projected
and all three sides
That's why a total of 23 projectors were put in
and then the space itself was divided into a small pre-show space
and a main show space
It is because this, Jang Hancheol's Pyohaerok
for the client and us who are producers
understood its contents since we studied it
However, since Jeju National Museum is
where an unspecified number of people come to see
so we thought the content we were trying to show
needed an explanation
So, part of the space was made into a pre-show space
and through some animation
the background of Jang Hancheol's writing of Pyohaerok
and things like that could be learned in advance
We made that kind of space
This is because the main content media art
does not provide narrative explanations
Producing certain image-like things
or showing certain themed objects more broadly
was our goal
So we thought that pre-show space would need a basic thing
the basic content is necessary
So, we divided the space
Also, if you go to see
a lot of realistic content
there are parts where the entire front is used
Recently, the bottom has been used a lot
And now, there is also a part where the back side is used
When we planned this space
we set the exact area
where people would come in and see mainly
The rest of the part was set as an element that could be used as a background
Because, in a way, this space
did not use HMD
but it can be seen as a virtual environment
which many people are in the space
I have also created VR content
but when people enter a 360-degree space
they often don't know where to look
So, basically, to make the front visible
we focused on one spot
We decided not to do a projection on the back
Instead, a black mirror was installed on the back
By installing a black mirror, it is reflected
so space looked more expanded
So, more space for people to sit
and to experience content
could be secured
So, in a way, having a pre-show space
and a main show space
can be seen as borrowing
from the space planning structure of a theme park
Especially after content is shown in this space
the door opens
The door is supposed to open
If you look at the content of Jang Hancheol's Pyohaerok
He drifted away and then returned to his hometown, Jeju
When he returns to Jeju, the door opens
leading directly to the outside of the museum
In a way, we directed to story
to extend to the feeling of
Jang Hancheol setting foot on land
d the images were also composed of that aspect
So, using the contents of Jan Hancheol's Pyohaerok as a motif
Jang Hancheol's mental image of being faced with a fearful and unfamiliar environment
was shown as images
So, some of you have been to the Jeju National Museum
and some have not
But first, it looks like you are going out on this boat
So many people commented that they felt like they were on a real ship
and we planned the production
to give more dramatic feeling
from the user's perspective
We planned in that way
So there is a part where you take a boat from Jocheon Port
When you make a content
the most important thing is realistic reproduction
What the terrain was like in the past
and when leaving Jocheon Port during the Joseon Dynasty
what kind of thatched house and terrain layers were like
were accurately researched and implemented into the content
Also, the ship was also modeled after a ship at that time
so that the experiencers feel more like they were in the situation then
We created content to create that feeling
If you see this content
we put floor interaction
We put floor interaction
At first, we staged to watch the projection first
and experience floor interaction in between
By doing that, experiencers needed to
get into the story while watching the projection
but they got distracted by the interaction
So, in our case
After listening to the client and various advisory committee members
we divided the interaction
so that it could be experienced separately after the video ended
So, the video media art was
designed to end the experience by watching it as it is
and then for the children
to experience the beautiful scenes of nature
through floor interaction
Ultimately, the structure
seems to have been presented well to the experiencers
So, when implementing these types of realistic content in a space
considering the various situations
experienced by people in that space
would be very good
The last thing I want to talk about is
the part about plan drawing
Actually, this has a basic form
Since I do a lot of bidding and support projects
there are forms that fit each type of requirements
As I look, the basic form seems to be right
So, if you try to
fill out this form
your competency will increase significantly
Those who are preparing for a job
a personal portfolio is very important
This is because 3D workers who produce, the people who design
and developer's portfolios are important, of course
but from the perspective of those in charge of planning
once you have written a plan like this
I am going to present something
and the effect is likely to be like this
They can have time to organize this one more time from beginning to end
So, for those of you who are planning realistic content
according to this form, I am showing
it would be great to draw a plan
What I am showing as an example is
by the company, I currently work for
and a consortium company
drawn together
At that time, we proposed changing
certain exhibition items at the Haenyeo Museum into realistic content
Although we were not selected for this
by looking at the items in this plan
and draw things like the background and intention of the plan accordingly
it would be a good idea to take a look
Also, you need to think about necessity and feasibility
The most important thing these days is the business model
This business model is about
after producing this
how I will make money
So, for any company or organization
business models and commercialization
have become very important
So, please think about
these things
The most important thing is to create content that can be sold
So, with those things in mind
It would be great to draw the plan
Usually, the plan itself takes up many pages
But, basically, summary page
is about 3 to 4 pages
By writing these
if you decide to tell a certain story
using a certain content realistic technology
it will help make content
in the future
Many things we made at this time
there were many things that we wanted to show using XR technology
First, there was a part where the model was used
and then, the space
Basically, by mixing analog
and digital element
We will show the lives of Haeneyos more realistically
Because, the productions at the Haenyeo Museum were
very static
We thought it would be good to mix them with digital ones
This is the example we presented
So
through these examples
since we suggested this 2~3 years ago
it would be good to suggest it
now, by incorporating more different technologies
So far, we have looked at various fields of realistic content
Next, we looked at changes
in trends that could occur within it
And through my example
I told you how it would be good
to plan and produce
After listening to my lecture
try to make various projects in advance
or through various YouTube channels
learn programs and create a porfolio
I think we could meet in the field and make good things
Thank you for listening
Summary Various Fields of Realistic Content Live Commerce Use virtual humans or virtual influencers
Naver Shopping Live Received great reviews from small and medium-sized business owners who are blocked in sales channels or cannot overcome the threshold of TV home shopping
Curved LED Large Billboard Anamorphic Technique: Create a three-dimensional effect by using the optical illusion of distorted images
Arte Museum By decorating the space with videos and producing familiar works, it becomes a space for audiences to visit MS Hololens 2 Applying AR, VR, and MR to core industries such as manufacturing and medical care
Digital Human Anchor, kiosk, idol, etc. The stores, designed as a complex cultural space Factory Garden, 0 Stage, Teum by LG Uplus, KT Media Shop
A new communication channel using LED billboard Can be implemented cheaply and targeting specific areas Data-driven programmatic Dable, Motov
Unique pop-up store Yeouido The Hyundai Seoul, Hyundai Department Store Pangyo branch
Drone Spotify X LOL, Avatar: The Way of Water Giant LED Media Shanghai Stadium, Shanghai Metro Corridor, Resorts World Las Vegas, Qatar View Hospital
Launch of various services in each field linked to Metaverse Live Interactive Playful Silhouette: Absolut Campaign
Airport: Orlando International Airport 'The moment vault', Incheon International Airport 'Vivid Space'
Planning process of Realistic Content National Jeju Museum Planning Case A plan is prepared according to the client's proposal Won national bidding project through competitive PT
Planning direction through meetings with client Content is made to create the feeling of being in the situation at the time
Drawing a Plan Write according to the basic form Need time to organize the effects of what you want to show By referring to cases, new suggestions can be made that incorporate current advanced technologies