Since launching its web-based AR platform in 2018, 8th Wall continues to push the boundaries of what brands can do with AR experiences outside of native apps.
The company’s latest update adds a new dimension of realism to web-based AR content.
On Thursday, 8th Wall unveiled Realtime Reflections, a new attribute that allows developers to insert surfaces into AR content that reflect the real environment.
This can translate into more realistic images of other glass, metal, liquid or even glossy plastic and leather surfaces, such as reflections on a bottle of Miller Lite or a new Toyota Corolla. Sample AR experiences captured by 8th Wall on video make it difficult to distinguish between real and virtual objects.
We’ve seen similar attributes in Snapchat’s Lenses, but 8th Wall can perform this feature for web-based AR experiences rather than native apps. That is objectively impressive.
In a relatively short timeframe, 8th Wall has added capabilities for image targets and curved image targets, volumetric video support, and tools for easy prototyping and cloud editing and hosting to the 8th Wall Web platform, among other things.
While 8th Wall isn’t the only name in the web-based AR game (see also: Apple, Google, Blippar, and Zappar), it seems like the one that gets the most attention from brands.
The robust platform has also spawned high-profile AR campaigns for the likes of Sony Pictures, Pepsi, Sony Records, Netflix, and Fox, and without any signs, momentum is slowing.