Interactive Animation Description: Interactive Animation is a mechanism for displaying 3D objects, that lets a user interact and engage with a product whilst being informed on the key features and functions of the product. For example, a company displaying a double-glazing system can allow the user to rotate and zoom into the product, clicking and dragging components apart to see how the product is made, and each component can display information and can animate to show function. The system differs from traditional 3D rendered video in that the user has control of the camera in terms of zoom, dolly, pan and rotation. They can view a ‘mode of action’ animation from any angle and drag components around whilst the animation is playing. Imagine rolling over components and they become active, begin to animate, display information...All this can be combined with Human Digital Assistants that can deliver narration and give detailed explanations. In the pharmaceutical world, it is now possible to create truly immersive mode of action applications that show how a drug functions, and also, allow a user to interact with each key molecule. Deployment: IA has many uses and many extended capabilities that can help any company show off their products in engaging and attractive ways. The technology is deployable on any format including web component, CD-ROM, embedded applications and iPhone. Extending the experience: IA can be coupled with the new technology that is known as Augmented Reality. This enables a user with a web-cam to see a product in 3D ‘virtually’ on their desk by placing a ‘marker’ card in front of the web-cam. On screen, the user sees the image from the web-cam and placed on top of the card is the 3D object or product. By moving the physical card, they can rotate the 3D model in real-time. Imagine the wow-factor of this technology when incorporated into an exhibition or event – the user truly interacts with products! Case study: Kawneer