Katy Perry’s Disembodied Head Takes to Augmented Reality for W Magazine

This week began with one of the world’s foremost fashion publications calling me to check a friend’s reference before hiring her as their first ever tech reporter. Fittingly, it’s ending with word of pop megastar Katy Perry gracing the cover of another big time fashion rag, W Magazine.

In AR.

Sam Reed, Hollywood Reporter:

Subscribers as well as readers in New York and L.A. will receive the limited-edition cover (on newsstands Aug.14), which shows the aforementioned floating head. Simply hover your device, which will become tethered to the page, over the image and tilt it this way or that way for a closer glimpse at Perry’s neck or perhaps her left or right ears (you know, whatever floats your boat), all without losing the high-gloss quality of the image.

From this default page, Perry’s face becomes the guide to the exclusive cinematographic content; readers are instructed to tap her eyes, her ears, her lips or her forehead to get a closer, exclusive view at [photographer Steven] Klein and Perry’s world. Three of the pieces of cover content are beautifully staged, gif-like moving images that play on a loop, while the fourth is a music video-esque short film.

Klein worked with NYC-based studio The Mill to create the cover. The September issue of W also some other bits of AR wizardry, and all of the issue’s digital content is also available on the magazine’s website.

“We come from a high-end visual effects world, and this level of aesthetic in AR was the challenge,” added Sallyann Houghton, executive producer at The Mill. “That’s what’s been the excitement for us — emulating print in the moving image.”

There are three other stories that take advantage of the technology throughout the September issue, including a feature on the last living working chimpanzee, which is paired with a short narrated science fiction short story; a fashion editorial by Mert and Marcus that allows models in the city-girl photographs to showcase their sassy, brusque personas; and another fashion editorial which, unlike the others, which unlock videos, simply shuffles the images around right there on the page thanks to the work of a collage artist.

The Perry feature is live on W’s website.