I stumbled across these pieces this morning. First a business card and a video ident sting for E4, both of which use the popular method of using a pattern encased in a square, but the third example uses a different approach, whereby the camera recognises any pre-stored image, in this case a photograph on a postcard.
[vimeo 4979525]
[vimeo 6264709]
[vimeo 3957693]
More info here:
AR Particle Beam
The Artvertiser
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