By Max Dawes, Marketing Director,
I recently spoke with Mario Sergio da Silva Faria, CEO and Founder of
Mario Sergio da Silva Faria, CEO and Founder of
MD. Would you start by giving everyone a quick overview of yourself and
MF. Hey, my name is Mario and I am the CEO and Founder of
We create AR content for companies in Brazil and in Portugal. We have a lot of experience helping companies transform their products, campaigns and ideas into interactive experiences that generate engagement, spontaneous media and financial return.
MD. What are the biggest challenges that
MF. The biggest challenge is convincing companies about the advantages of using AR. The technology is still in its early stages and brands are still feeling their way around it. That said, many of the most innovative and forward-thinking brands have begun to integrate AR into their campaigns, which we believe will blaze a trail for others to follow.
What people sometimes fail to understand is that AR is a medium, much like YouTube is for video. If you watch a few bad YouTube videos, that doesn’t mean that all video content is bad, it means the content creator did not do a great job. The same principle applies to AR. Unfortunately, too many agencies are still creating sub-par AR experiences and there aren’t enough people creating good stuff.
MF. It typically starts with our business development team identifying possible clients. We then study their products and suggest how an AR application might work well in their campaigns, packaging and products. Our focus is on building relationships that will last for several years.
"AR is a medium, much like YouTube is for video. If you watch a few bad YouTube videos, that doesn’t mean that all video content is bad, it means the content creator did not do a great job. The same principle applies to AR"
MD. You have used both ZapWorks Designer and Studio tools to create AR experiences for clients. Please talk me through what you see as the benefits of both.
MF. Both Designer and Studio are essential tools for us. We love using Designer for simpler projects where we only use 2D assets. There are some really powerful things that you can do, especially by using the first frame of a video as the target image. The end user can zap the experience, and then the picture instantly comes alive. That is really engaging. A project of global significance was the DVD cover of singer
Studio is clearly the more powerful tool, so we choose to use it on the more complex projects. When a client is looking for a higher level of interactivity or something more innovative we will always try to create a Studio experience. In the past, we have created some pretty fun stuff using VR, animated 3D models, and mini games.
MD. How popular is AR within Brazil? What has been the public’s reaction to the medium?
MF. With Massfar’s effort from 2010 through to the present, it is seeing strong growth in Brazil. With simple but objective projects,
We believe that AR in Brazil is still a little behind other countries, due to the quality of our internet that is still precarious and is not available in all public places. But it’s certainly becoming more popular. Due to the velocity of the technological evolution that we are going through, I believe there will be way more changes in the next five years compared to the changes we have had in the past 50 years.
MD. Many people are excited about the potential of AR. Looking forward 3-5 years, what do you think the future of AR will be for the average person.
MF. I believe that AR will be a part of the everyday life of people, helping in shopping, payments, disclosure, leisure, teaching and more. We can’t predict how many times that the average person will interact with AR per day, but if you think how many times we check our phones these days, then AR could become just as ubiquitous. Our belief is that certainly, the mobile devices will be, for a long time, the primary facilitators for the use of AR, but I expect to see glasses becoming a complementary use for more specific actions.
"AR will be a part of the everyday life of people, helping in shopping, payments, disclosure, leisure, teaching and more."
MD. What advice would you give to other design agencies/company’s looking to move into the AR content creation fold using
MF. Study the market, study the technology and do not just go out and sell something that you don't have the knowledge about. We must impress people with our projects and not create experiences that make the user frustrated.
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