The New York Times’s (NYT) T Brand Studio in collaboration with IBM, has revealed the launch of a new augmented reality (AR) app called Outthink Hidden, inspired by the 20th Century Fox film, Hidden Figures.
Hidden Figures recounts the true story of three female African American mathematicians as the heroes at NASA during the 1960s Space Race. Their groundbreaking calculations for spaceship trajectories, which helped put John Glenn in orbit, involved Dorothy Vaughan, who taught herself and others how to program a first-of its-kind IBM mainframe.
For Outthink Hidden, T Brand Studio explored the stories featured in the movie as part of 10 innovators in STEM (science, technology, engineering and mathematics). Similar to a virtual museum, viewers will be able to explore an array of 3D computer graphics renderings, written histories and audio and video narratives.
“IBM has a long history of commitment to STEM, and to fostering diversity, tolerance and inclusion, which is core to our company’s culture and values,” said Ann Rubin, Vice President, Branded Content and Global Creative, IBM. “We were inspired to use this app to share the stories of unsung STEM innovators who have changed the lives of people around the world.”
“We’ve been waiting for the perfect opportunity to tap into Fake Love’s wealth of talent and creativity when it comes to experiential storytelling,” said Sebastian Tomich, senior vice president, advertising & innovation, The New York Times. “We knew we couldn’t build The Times’s first AR experience just because we had the means to do it; we needed the right partner and the right story to tell. When we spoke to IBM about their work with ‘Hidden Figures, we recognized that this was an opportunity to bring users into the experience of the film and the remarkable women it showcases.”
The AR experience is available via the T Brand Studio AR app for free, via either iTunes or Google Play. The AR content can be activated on a mobile device at IBM.com/hiddenfigures, through select print editions of The New York Times, or at physical plinths at CES 2017 in Las Vegas this week. In addition, the content can be activated at one of 150 “geofenced” locations across the US.
These locations include popular tourist spots in 10 cities (New York, Los Angeles, Chicago, Philadelphia, Dallas, San Francisco, Washington, D.C., Boston, Atlanta and Houston); notable STEM centers and STEM universities.
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