Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.
Want to get inside the mind of Albert Einstein? “Further: Base Camp,” National Geographic’s activation at SXSW, is making that a reality.
The installation is promoting NatGeo’s new scripted series, “Genius,” which premiers in April. Like the show, it celebrates the concept of genius and how it relates to exploration and creativity.
The activation puts Einstein’s thought experiments in augmented reality, with holograms of a zooming train and glowing planets appearing around attendees. A digital chalkboard operated by a robotic arm draws people’s faces with Einstein’s mathematical formulas, in his handwriting.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in