AR this, AR that. Augmented reality is spreading across the creative industries like wildfire at the moment. The latest installment comes from The Barbarian Group and Psyop for Esquire magazine. It all seems very forward thinking, which I absolutely admire, but in this instance, what's the point? If I'm reading a magazine, it's because I'm not at my mac. And if I'm at my mac, I generally don't want to be reading a magazine. Don't get me wrong the synergy is great, but if it doesn't make the magazine itself any better then why not just put the animated content on the website and direct me there to see it? Why do I need to flap around in front of my webcam to see Robert Downey Jr say his hello?
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