Dentsu is an advertising agency based in Tokyo, but it has branches in more than 100 cities worldwide. Dentsu has a compelling need for sharing technological and promotional ideas worldwide without the need for extensive preparations.The solution was to package Dentsu Tokyo’s creativity and technology into a synchronised multiscreen entertainment system that allows anyone with an iPhone to participate without any extensive preparations. All the participants have to do is to download the app, and the phone becomes a “piece” of a large image. With the other participants, they can complement the image “piece by piece”.It is a markerless system that analyses the position of the phone with: 1. The external webcam that tracks the light of the flash on the phone.

2. Data from the gyrometer installed on the phone.These data are sent to the server, and the position coordinate will be sent back to the phone indicating witch part of the image the phone should display.Sharing this packaged creative and technological idea led to a dramatic increase in the capabilities of each branch office.