MR technology brings this disaster preparedness segment to life with immersive visuals.
The Weather Channel is no stranger to immersive mixed reality technology. Over the past several years the network has worked alongside mixed reality specialists The Future Group to enhance its coverage with everything from virtual ice storms and wildfires, to hyper-realistic tornados and flooding that tear apart TWC HQ.
Today, Weather Channel debuted its latest immersive mixed reality segment in which users learn the proper procedure for dealing with a potentially deadly hurricane. Lead by on-camera meteorologist Stephanie Abrams, the segment uses intense mixed reality visuals to more effectively communicate important safety and evacuation tips.
Standing in the front yard of a home, Abrams breaks down the process, from 48 hours out, to minutes before its arrival. As she continues with her report, the scene becomes increasingly chaotic as the weather becomes more violent.
At 48 hours, Abrams—assisted by a floating MR chart, broke down the contents of an effective evacuation kit; such items include a battery-powered radio, first aid kit, a 3 day supply of food and water, as well as several other key necessities for survival. 24 hours ahead of landfall, Abrams explains the proper procedure for securing your home from potential damage.
During this explanation, virtual blinds can be seen closing on the MR home behind the reporter, meanwhile random objects scattered across the digital lawn evaporate from existence. When discussing the possibility of evacuation, the virtual SUV parked in the driveway of the home backs out of the frame. At landfall, intense gusts of wind and debris surround the reporter, who just narrowly avoids being crushed by a falling palm tree.
Developed in partnership with State Farm, Weather Channel’s hurricane-focused MR segment is the first to feature sponsored branding, offering an entirely new sector of marketing in the process. Much like the State Frame product placement, future sponsorships will be introduced subtly into their mixed reality environments as not to drive attention away from the vital content being communicated.
In this segment, for example, Abrams directs the user’s attention to a news report on television, during which several State Farm logos and text can be seen scattered throughout the screen.
Moving forward, Weather Channel hopes to be using immersive mixed reality technology in 80% of its programming by the year 2020.
Featured Image Credit: The Weather Channel