disguise finalises AdMiRe research project with the European Union programme

(London, 23 May 2022) disguise, the visual storytelling platform and market leader for extended reality (xR) solutions announces their successful participation in AdMiRe, a collaborative research project designed to help develop new solutions for Mixed Reality (MR) technology.

AdMiRe (Advanced Mixed Realities) is funded by the European Union’s Horizon 2020 research and innovation programme under grant agreement No 952027. In addition to disguise, the programme’s consortium includes Brainstorm, The Norwegian University of Science and Technology, Universitat Pompeu Fabra (Spain), Ecole Polytechnique Federale de Lausanne (Switzerland), NRK Nirsk Rikskringkasting As (Norway), Premier Sports, Societatea Romana De Televiziune (Romania) and the Spanish National Research Council.  

The main mission of AdMiRe is to research, validate and demonstrate innovations for MR pipelines with the goal of enabling a new level of interactivity in TV programmes, thereby enhancing the audience’s feeling of immersion and making broadcast content more engaging. AdMiRe also seeks to develop MR and xR workflows that radically improve how live-action talent interacts with CG elements on set in a realistic, hybrid environment where virtual and physical components blend seamlessly. 

disguise’s contribution focused on prototyping innovative features in its xR workflow to substantially increase efficiency and facilitate the creation of high-quality in-camera visual effects. This will empower better performances from talent interacting with and immersed in believable and captivating virtual environments. It will also enable creatives to deliver more innovative and engaging content while substantially reducing production and postproduction costs. The research also investigated further democratising of these new technologies.

The European Commission’s Innovation Radar has identified disguise as a ‘key innovator’ and will feature the innovations developed in the AdMiRe project on their platform amongst the most impressive technological and scientific advances being delivered by researchers and innovators around Europe.

disguise researchers focus on the challenges of machine learning, computer vision, graphics and classical algorithm design from the ground up. Using a complete end-to-end workflow of devising project proposals, finding and working with other world-leading partners and delivering significant state-of-the-art research that goes beyond incremental improvements, disguise research expertly crafts new approaches to solving difficult problems in the production space.

Through the two years of structured research at AdMiRe, disguise has not only generated fully working prototypes but also generated novel patents. The new features will make the disguise xR setup process even faster and easier and enable on-stage talent to physically interact with the virtual realm in real-time.

“Through the dedication and hard work of our team of researchers, we are so pleased with the outcome of this project. We can hardly wait to get these fantastic new workflows into the hands of our customers, both new and existing. Combining these features will make the whole disguise xR process of setup even faster and easier and enable the on-stage talent to physically interact with the virtual realm in real-time,” says Richard Sykes, Lead Software Engineer at disguise

“Research-based collaborations like AdMiRe are invaluable opportunities for disguise to develop new prototypes and to experiment in new and wider scenarios. These programmes allow us to peek around corners that don’t exist yet and test what the future of technology might look like while capitalizing on this knowledge to ensure that our products are always at the forefront of innovation,” says Sara Coppola-Nicholson, Head of the Research Programme at disguise

Upon conclusion of the AdMiRe research project, disguise has been awarded a new grant as part of the EU’s Horizon 2020 Programme.

This grant will fund further research with AdMiRe partners Brainstorm and Spain’s Universitat Pompeu Fabra, as well as new collaborators. Commencing in September 2022, the 30-month project, known as “MAX-R,” will create new pathways to advance innovation in xR with the aim to launch an entirely new era in the production, distribution and enjoyment of creative media. 

“disguise’s mission is to be one step ahead and push the boundaries: always looking for new ideas, collaborating with knowledgeable partners and creating best-in-class solutions. AdMiRe has led to the development of prototypes that will carve out a new path for mixed reality technology. With MAX-R kicking off later this year, we continue our mission to develop tools that deliver a new era of extended reality production, helping both existing clients and new users. This is all a continuation of our mission to allow people to tell their stories in the most compelling and immersive way,” says disguise CTO Ed Plowman.

If you would like to get in touch with the research team at disguise, email marketing@disguise.one.

SCROLL POSTS

A Few Kind Words...

Gavin Bunker, AE Live

Bubble were fantastic throughout the whole process and helped us deliver a successful event to celebrate our 30th corporate anniversary with industry peers.

Robert Cloudt, Synchronized

Bubble has been tremendously helpful to bring our marketing communication to the next level, very responsive and thinking with us together on the rightful messaging and timing across different media’s. Definitely a recommendation in case you need a well balanced media agency to help you out.

Carla Molina Whyte, Farmerswife

Working with Bubble Agency for a tradeshow has been truly amazing. The bubble team is incredibly helpful and talented. We are very happy with the results and with all the coverage we got prior and during the tradeshow!

Silvia Candido, Ateme

As usual, we were super busy before and during a tradeshow this year. What a luxury to have Bubble take care of our media relations and our social media accounts! We saw a surge of followers on LinkedIn and got good coverage in a number of publications.

Meg Travis, Iron Mountain Entertainment Services, Director, Global Head of Marketing & Communications, Entertainment Services

The Bubble team made everything easy at MPTS! From advising before the show, to facilitating client and press conversations during the show, to making recommendations on how to make the most of the connections we made there - we rely on Bubble as a key strategic partner for our sales and marketing teams.

Dan Pike- Covatic

Bubble brought their significant experience of NAB to support Covatic in kicking off a big US push at the Show. Their support was holistic, assisting us before, during and after the show and well appreciated. We had a successful show, gaining high profile new sales leads and even winning a Product of the Year Award - thanks in no small part to Bubble’s assistance with the application An experienced, credible team and a joy to work with.

Éva Szász – Lightware Visual Engineering

We’ve been working with Bubble for a couple of months now and luckily we found a common voice right away. They always have an easy, quick understanding of what we need and are delivering not only the materials we want, but more and more PR opportunities, in a proactive way. Bubble have been instrumental in raising awareness of Lightware in the run up to ISE and did a great job faciliting us onsite at ISE too including securing and conducting press appointments and manning our social accounts.

Paul Weiser – ASG

I have been working with Bubble for the past eight months. I run marketing for Advanced Systems Group based in Northern California. ASG is a technology company focused on providing technology solutions for the Media and Entertainment industry. Our business is broken down into four diverse areas. One of the challenges that Bubble helps me solve is how to market a company with multiple business units, yet still deliver a unified message for our brand. The key benefits that Bubble provides in helping guide our marketing efforts include: Industry knowledge, Expertise in all functional areas of marketing, Client service & Worldwide brand. The first year of working with Bubble has been a great experience. I’m excited to work with the team to see how we build the ASG brand in the future.

Catherine Watling – Visual Data

The Bubble team have been fantastic and the quality of the work is always exceptional – even at short notice. Our work with Bubble has produced some of the best coverage we have ever had!

Mark Forth – CVP

Working with Bubble has been integral to a rapid improvement in the delivery of our PR and communication strategy. The entire Bubble team are always friendly and professional as well as knowledgeable and well-connected. A real joy to work with!