Academy of Art University and Aurasma Unveil Interactive Digital Catalogue for Prospective Students

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First-ever wide-scale distribution of University catalog book as hundreds of thousands of students considering Academy of Art will see what University has to offer through augmented reality.

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"This is marketing in the 21st century and we are proud to be the first art University to take advantage of Aurasma’s industry-leading technology.”
-- Dr. Elisa Stephens, President of Academy of Art University

Academy of Art University and Aurasma, the world’s leading augmented reality platform, unveiled a groundbreaking digital, interactive catalogue for prospective students that brings the Academy’s industry-leading art and design programs to life. The University’s new catalogue, Intersections, is a traditional book featuring all 19 fields of study at the Academy of Art, but with a new interactive feature powered by Aurasma – an augmented reality technology that allows users to point their iPad, iPhone or Android device at their book to watch the images on the page come to life. Academy of Art University is the first art school to use the technology, and the University’s wide-scale distribution of the book is the largest college effort to date with more than 500,000 copies being shipped to prospective students.

“The Academy of Art University has so much to offer students who want to pursue careers in creative fields, and we wanted to identify an innovative platform that would allow us to connect with prospective students and show them exactly how our curriculum can help them to be successful in the workforce,” said Dr. Elisa Stephens, President of Academy of Art University. “Aurasma’s technology allows students to see the quality of work being produced on campus in an interactive way and it allows us to constantly update the images and information in real-time as we add new courses and offerings. This is marketing in the 21st century and we are proud to be the first art University to take advantage of Aurasma’s industry-leading technology.”

Aurasma uses advanced image and pattern recognition to recognize and understand real-world images and objects. It then seamlessly blends the realworld with rich, interactive content such as videos and animations called auras. The Academy of Art University's Intersections book features 50 auras that users can point their smart device at, which connects them to video/audio and websites with more information about the particular field of study. The image introducing every department features an aura that takes users to a short video introducing that specific department.

“The Academy of Art University is a perfect partner for our augmented reality technology,” said Jennifer Rapp, general manager at Aurasma. “We are excited about partnering with the Academy of Art University to be on the cutting edge of marketing to students in today’s digital society, and believe this is exactly the kind of innovation that students today will connect with as they make the all-important decision of where to get their education.”

Composition4, an edgy, new San Francisco hybrid advertising agency coordinated with Aurasma to create this project on behalf of the Academy of Art University. The company is run by Academy of Art University alumni Zach Morvant and Andrew Wright and co-director of the University's advertising department Vince Engel.

About the Academy of Art University
Academy of Art University, the largest private university of art and design in the United States, is educating students for the art and design jobs of the 21st Century. Established in 1929, the Academy is an output-based higher education model that provides open admissions to all students, but imposes a rigorous curriculum that requires the students to produce a portfolio of work that demonstrates a mastery of their field in order to graduate. Students are taught by a faculty of professionals from the existing marketplace, which provides them with an understanding of what it takes to succeed in today’s business environment. The Academy’s hands-on curriculum produces graduates that possess great artistic and design skills -- and equally as important, the ability to put those talents to work immediately after graduation. As a result, Academy graduates are ready to compete for and win the jobs of the 21st Century in 19 fields: Acting, Advertising, Animation & Visual Effects, Architecture, Art Education, Art History, Fashion, Fine Art, Game Design, Graphic Design, Illustration, Industrial Design, Interior Architecture & Design, Landscape Architecture, Motion Pictures & Television, Multimedia Communications, Music Production & Sound Design for Visual Media, Photography and Web Design & New Media. Academy of Art University is accredited by WASC, NASAD, Council for Interior Design Accreditation (Formerly FIDER), (BFA-IAD), and NAAB (M-ARCH). Visit http://www.academyart.edu for more information.

About Aurasma
Aurasma is the world’s leading augmented reality platform that merges the physical world with the virtual. Available as a free app for iPhones, iPads and high-powered Android devices or as a free kernel for developers, Aurasma uses advanced image and pattern recognition to recognize and understand real-world images and objects in much the same way as the human brain does. It then seamlessly blends the real-world with rich interactive content such as videos and animations called “Auras”. Auras can be created for printed images, product packaging, clothing, physical places and users can even use the app to create and share their own.

Since its launch in June 2011, Aurasma has had more than four million downloads in over 100 countries. Over 10,000 partners in markets including retail, fashion, sport, automotive, consumer electronics, entertainment, advertising and publishing are using the free technology in their campaigns, on their products or embedding the technology in their own applications. Aurasma was developed by and is part of software company Autonomy – an HP Company.

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Lisa Cohen

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