London design agency OMSE has created an augmented reality campaign for cultural venue Printworks London that transforms static typography into immersive three-dimensional animations.
The new creative campaign was developed by OMSE to promote the launch of Printworks' autumn-winter season of events across a variety of platforms.

The existing graphic identity is based on the venue's heritage as western Europe's largest printing factory and features typography that is distorted to resemble the cylindrical rollers used in traditional printing presses.
OMSE wanted to use augmented reality to add another layer to the viewer's experience and enable every person's interaction with the work to be unique.
When the images are viewed in the Printworks AR app using a phone camera the cylindrical shapes appear to rotate. The user can also move around the artwork and experience it in three-dimensional space. The app enables users to view the immersive animations by holding their phone up to specially printed artworks. It also works with digital images published online, as well as through a series of giant billboards installed across London and several other English cities.

The moving images reinforce and build upon the original identity and motif of the printing press, bringing the forms to life in a way that is much more memorable. The technology will also be used to reveal extra layers of content such as event details or artist names over the course of the campaign.
"Traditiona...