Award winning studio The Mill has teamed up with W magazine and Steven Klein to launch an augmented reality experience bringing the W September 2017 collector’s issue to life with a three-dimensional, “talking” cover featuring Katy Perry as well as a series of short films, interactive features, and AR-enhanced fashion portfolios.The issue features cinematic, 3-D visual effects, and AR-enhanced imagery and videos, which appear to leap off the page when viewed through the app. Readers can activate content from the cover and four of the magazine’s features and portfolios using W’s Beyond the Page app, which was developed by The Mill.
"This rapid rise of the smartphone has opened the door to new ways to reimagine print media, including digital storytelling that blends the physical with the virtual. The mixed-reality world is here. Working alongside the photographer Steven Klein, we made 3-D scans of the issue’s cover star, Katy Perry. These were then used to create a series of virtual portraits, which are brought to life when scanned with your phone using the Beyond the Page app."- Angus John Kneale from his W Magazine post.