AR Production

Here is how this works in practice. We deliver augmented reality production as a from start to finish service, capturing the real-world footage, scans and tracking data that AR experiences are built on. Our crews shoot with the precise camera tracking, lens metadata and survey reference that AR overlays need, and we run photogrammetry and LiDAR scanning to build accurate digital twins of Icelandic locations.

Here is the short of it. On location the planning centres on the country's conditions: changing light affects how digital work will composite, so our teams capture clean lighting reference and HDRI plates, and they work fast around the four-to-five-hour midwinter light window or, in summer, across the long Midnight Sun. Cold-weather discipline applies to the scanning and camera kit — warmed batteries, condensation control, weather protection. We set up the tech capture with the creative and software teams who build the AR layer, delivering tracked plates, scan data and reference packages ready for integration. We staff from the skilled Reykjavík crew base and bring in extra capture and scanning pros from the UK and mainland Europe for larger projects.

Here is the breakdown. Iceland gives AR production a backdrop unlike anywhere else: a subarctic island on the Mid-Atlantic Ridge whose volcanic and glacial landscapes lend themselves to digital storytelling that blends the real and the rendered. AR experiences set in Reykjavík, the world's northernmost capital, or at landmarks like the Geysir geothermal area and the rift valley at Þingvellir can layer Norse heritage, the medieval Sagas of Icelanders, or the folklore of the huldufólk onto real ground.

Here is what that looks like on the ground. The country runs on close to 100 per cent renewable electricity, English is near-universally spoken, and ATA carnets cover short-term import of scanning and capture gear. Filming and scanning in covered areas is set up with the Environment Agency of the country, with crews respecting the fragile environment. Eligible Icelandic production spend can count toward the reimbursement of 25 per cent, rising to 35 per cent for qualifying projects, administered by Film in the country.