Kameraflage

Kameraflage is a context-sensitive display technology developed by Sarah Logie and Connor Dickie. Kameraflage technology adds a second camera-specific layer of information to scenes [http://kameraflage.com/applications.html] which are invisible to the human eye, but register by the silicon chips in digital cameras.

History

The technology was unveiled at the 2006 Fall Fashion Week in Paris, France. It was worn by Anina, an international model with a passion for technology [http://anina.net/index.html]

This fashion was shown at the 2007 ACM SIGGRAPH Unravel fashion show in San Diego, California.A patent for a kameraflage-based projector system was filed at the United States Patent Office.

Technology

Kameraflage is possible because digital cameras see a broader spectrum of light than human eyes. The technology is invisible to the naked eye. One example of its use is subtitling in movies; if subtitles are rendered in kameraflage, they are only viewable when using the viewfinder of a digital camera, thus only those moviegoers who wish to see them do see them.

Applications

kameraflage cinema addresses the issue of movie piracy by working with cameras rather than against them. The company website states:

We recognize that it is impossible to completely secure content that is meant to be viewed by the public. It is generally understood that all DRM implementations can and will be circumvented. With this in mind we set out to create a technology that adds value rather than frustration to the cinema experience. Our unique approach creates additional ways to communicate with movie-goers and opens new opportunities for generating revenue by inviting them to use their cameras in the cinema.

It is also possible to leverage the power of mobile communication with kameraflage. This technology may be used to emphasize social-networks and word-of-mouth to bring attention to one's website or blog.

kameraflage billboard technology also introduces a new avenue for advertising by placing messages in new locations and situations where it was previously inappropriate to place branded messages such as historic locations, galleries, museums, etc. Using kameraflage billboard an advertising message is revealed when a picture is taken.

Audiences may be encouraged to seek out these messages and build a brand around an interactive experience, where discovery, sharing and technology play a leading role [http://kameraflage.com/applications.html] .

kameraflage fashion presents a challenge to fashion designers whose outfits and garments will be subject to digital imaging. Those who are viewing via a camera or viewfinder may be targeted differently than those observing via the naked eye.

kameraflage proposes a challenge to organizations that seek to enforce dress-codes such as students at private schools and employees of chain-stores. Any attempt to control this form of expression will likely result in a controversy defining jurisdiction over mediated perception and physical perception.

References

cite web
title = kameraflage company website
url=http://www.kameraflage.com
accessdate = 2007-07-26

cite web
title = Anina, International Model
url=http://anina.net/index.html
accessdate = 2007-07-26

cite web
title = Connor Dickie's Blog
url=http://c0nn0r.info/blog/
accessdate = 2007-07-26