Hate being bombarded with advertising? Many people already use an ad blocker in their browser or smartphone to avoid commercial messages. The Brand Killer boomerangs ad blocking into the physical realm.
The augmented reality headset, made by a team of students from the University of Pennsylvania, automatically recognizes brand logos and blurs them in the perception of the viewer – whether it’s on a Starbucks cup, a sneaker or a billboard.
The prototype headset is still clunky and won’t be very practical in everyday live. Nevertheless, it makes us aware that not only our digital virtual environment, but also our physical environment is highly mediated with all kinds of branded messages.