Ume.net’s Living With Lag Experiment

To illustrate how annoying internet lag is, Swedish broadband provider ume.net conducted a fun experiment where lag was brought into the real world, via the use of Oculus Rift headsets…

To illustrate how annoying internet lag is, Swedish broadband provider ume.net conducted a fun experiment where lag was brought into the real world, via the use of Oculus Rift headsets…

The ‘living with lag’ experiment was created by ad agency ANR BBDO and brought to life by production company Stopp. Participants wore Oculus Rift headsets that were set with a real life lag of several seconds, and then set about doing average tasks like taking part in an aerobics class or frying an egg. The results are entertaining…

The technology used in the experiment was complex, with an Oculus Rift, Raspberry Pi, webcam and noise-cancelling headphones used in order to make sure participants were totally absorbed in their slightly delayed version of real life.

“The equipment was developed and tested to simulate a real-life lag and set up to be controlled remotely to switch between different times of delay and quality drops,” explains Stopp. “Both sound and video could be controlled separately and combined with a few other effects like buffering and video resolution constraints… The experiment was carried out during two laughter-filled days in Umeå, Sweden.”

Credits:
Agency: ANR BBDO
Creative director: Andreas Lönn
Creatives: Oskar Skott, Stephanie Moradi, Daniel Åhlman
Graphic designer: William Björnstjerna
Production company: Stopp Family

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