Real love: mixed reality and social media
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Real love: mixed reality and social media
The battle for engagement on social media is as intense as it’s ever been, and brands are scrambling to stand out, yet retain their voice (and integrity).
Enter mixed reality (MR).
What is mixed reality?
We know, we know. Another new term to remember. Luckily, this one is simple.
Basically, mixed reality on social media is where you take a real-world environment (say, footage of a city street) and augment it with digital or animated imagery, typically of your product (say, a giant sneaker stomping on a parked car).
Brands are using mixed reality to create scenes both realistic (“hang on, did that actually happen?)”, to fantastical and more obviously animated.
Both, when done well, tend to go viral. Like this fun example from Euro2024.
Why is MR so shareable?
A few reasons, but perhaps the biggest is because it plays with our existing expectations of social media.
Ever since we could use smartphones to post on socials, we’ve become used to seeing (often amateurish) slices of real life from family, friends, and strangers. This has afforded a level of intimacy and realism, as if you’re piped right into someone’s private world.
So, when we see footage of an urban street that could have been taken by anyone with a smartphone, and suddenly something other-worldly happens, it feels novel and intimate and memorable. Take this campaign from Sephora, for example.
Make your product a character… or even an influencer
Another big drawcard of MR and social media is how it can be used to bring your product to life, giving it personality in ways no studio photo shoot can.
Brands are having a lot of fun with larger-than-life versions of their products making a mark on the real world.
Skincare brand Kiehls found a nifty way to demonstrate the efficiency of their acid peel by making it clean a yellow taxi.
tbh Skincare went even more absurd and made a skyscraper version of their ‘no scrubs’ cleanser give the Opera House a polish.
Less headaches, more control
Let’s be real, commercial video ads can come with exorbitant production costs. Think equipment, crew, talent, location fees.
The great thing about MR social posts is that you can create something highly effective on top of a single, simple bit of video. Most of the work is done in a post-production environment where you have maximum control.
Case in point: this awesome creation from the streets of Paris.
Your product, the hero
The rise of MR is pretty exciting for us at Insite Imagery, and to be honest, kind of validating. We specialise in the fusion of traditional photography / videography, and photo-real 3D imagery.
All our 3D product imagery is created by real photographers with decades of craft experience. We are masters of the craft, and we bring that mastery to the 3D world.
So, if you’re looking to turn your product into a character for or beyond social media, let’s talk mixed reality.
"The EasyCare laundry range was a very important launch for our brand. The execution of marketing imagery needed to be perfect. As always, Insite delivered."
John Garcia, Creative Artwork Manager, Electrolux Home Products
“Insite gets the job done beautifully, on time and on budget – every time.”
Richelle Barker, Marketing Director, Australia and New Zealand Electrolux Home Products