Bringing soil science to life through AR
Augmented Reality meets agriculture at LAMMA 2019
For the 2019 LAMMA Show, Zubr partnered with global agriculture leader Syngenta to create an informative yet captivating augmented reality experience. The aim? To help farmers and industry professionals understand the lifecycle of soil pests in an entirely new way – through interactive technology.
Partners
We collaborated with Syngenta, one of the world’s leading agriculture companies, known for its innovative approaches to sustainable farming and crop protection. With their deep expertise in soil science and pest control, Syngenta brought invaluable insight to the project, ensuring the content was both scientifically accurate and practically useful.
We also commissioned LiiM Fabrication Design House to create the oversized and incredibly detailed grub sculptures.
Watch the grubs wriggle
Zubr designed and developed a custom augmented reality app to accompany two oversized chafer grub sculptures. Visitors at the LAMMA show could use the app to bring the sculptures to life, revealing detailed animations of the grubs’ development stages and practical treatment advice. The experience merged physical installations with digital overlays, turning a static exhibit into an immersive learning tool.
Soil pests like chafer grubs are a serious challenge for farmers, but their subterranean lifecycle makes them difficult to observe and understand. This AR experience was created to demystify the issue by providing a clear, visual narrative that could be explored in real time. By giving shape to the unseen, the project helped attendees better grasp the importance of timing and strategy in pest management.
Provoking deeper conversations
This project highlighted the power of AR to cut through the noise at busy trade events. The giant grub sculptures were eye-catching on their own but the AR element took things to another level. Attendees could engage directly with the science, seeing animated infestations and treatments play out on their devices.
Our interactive AR offering captivated passing attendees, drawing people to Syngenta’s stand to discover more, and creating an entry point for deeper conversations about Syngenta’s products. Not only did it draw attention, but it educated in a tactile way, turning a complex subject into something accessible, impactful and memorable.
Agricultural science under a new light
This collaboration with Syngenta showed how cutting-edge technology and smart storytelling can elevate even the most technical topics. The first show received so much success, bringing unprecedented visitors to Syngenta’s booth and boosting sales, that they commissioned a second AR experience for another show. By combining physical sculptures with immersive AR, we helped bring critical agricultural knowledge to life, proving once again that interactive experiences grow deeper understanding.
