July 26, 2012

Aurasma: A Great Self-Promotion Tool and a Way to Get Your Film into Augmented Reality

Augmented Reality has been slowly making its way into our lives, mostly in the form of demo videos, games, and Google's forthcoming Glass project. But Aurasma is a cool little app that puts the tools to create AR content into the hands of everyone, and has implications that could put an interesting twist in filmmaking for the web:

As a promotional tool, this would be great for indie filmmakers. Giving your business card to someone would mean that they would be able to check out your demo reel and click-through to your website just by holding their phone up to your card. Or you could make a location-based aura for a movie poster or a stack of promo post cards. The location of your image shows up in Aurasma so people can easily seek it out --and once they find it-- they can see your film's trailer and website.

But to me, this isn't the most interesting aspect of Aurasma. What interests me more is using this as a filmmaking tool. With the Aurasma Lite app, you can shoot video or take pictures on your phone or tablet to make auras --global or location-based-- which you can then put into a public channel. That's all well and good, but what if you want your aura to consist of something you shot on a different camera and edited? For that you will need to sign up for Aurasma's free online content creation site, Aurasma Studio. After you fill out a short form and get an approval e-mail you're good to go, and this is where things get interesting. Imagine posting up images around a neighborhood or a city (or taking pictures of the locations themselves) and assigning them all location-based video auras. Each video would tell part of a story that would be continued at the auras in other locations --which you can either implicitly or explicitly point the viewer to in the video-- or make public in your channel. If you really want to get creative, you could make a series of films in such a way that the sequence they go in is not evident, so the order in which they're discovered suggests a different story to each viewer (a la Pattern Recognition). Or you could make a film with multiple plot pathways, creating the AR equivalent of a Choose Your Own Adventure book.

If you want to check out the Aurasma Lite app, it's available in the App Store for the iPhone or iPad and on Google Play for Android phones. And if you're ready to start using Aurasma for filmmaking you can sign up for Aurasma Studio here.

Link: Aurasma (Note: there is a video on the homepage that autoplays and loops)

Your Comment


There are so many possibilities with this technology. It boggles the creative mind...

July 26, 2012 at 2:41PM, Edited September 4, 7:54AM


The speed of this app is mind-blowing.

July 26, 2012 at 3:21PM, Edited September 4, 7:54AM

Andrzej Tokarski

Slight nitpick - it's augmented reality, not altered reality.

July 26, 2012 at 7:40PM, Edited September 4, 7:54AM


Right you are. Fixed.

July 26, 2012 at 7:58PM, Edited September 4, 7:54AM

Justin Minich

This is hilarious, they actually think there will be physical media like newspapers or business cards to point this thing at in 5-10 years.

Just a slightly slicker version of a QR code.

July 26, 2012 at 9:33PM, Edited September 4, 7:54AM


Scavenger or treasure hunt anyone?

July 27, 2012 at 10:42AM, Edited September 4, 7:54AM


I've been using this app for a week now and it's more gimmicky than useful right now. Once it is developed more I believe it could be incredibly useful.

July 27, 2012 at 9:35PM, Edited September 4, 7:54AM


Wow, Casey, you think we will have phased out print media in 5 to 10 years, been working with computer for 30 plus years and you guy still think that the paperless world is just round the corner. wake up to reality. just because you live your life on a screen, or screens. don't write off the whole world of non volatile storage.

August 21, 2012 at 8:58AM, Edited September 4, 7:54AM


I've to convey my respect for your kindness for all those that call for guidance on this one field. Your special commitment to passing the answer up and down has been incredibly functional and has continually empowered many people just like me to attain their dreams. Your incredible insightful data entails a lot to me and specifically to my peers. Thanks a ton; from all of us.

March 20, 2013 at 2:46AM, Edited September 4, 8:21AM