Don Dada driving brand reach through Augmented Reality

Self-taught digital artist Bonito Thompson has been leading the way in fusing art with modern technology, through the use of augmented reality (AR) in Jamaica.

Thompson, who is known in art spaces as Don Dada, has been influencing the narrative that both corporate and cultural brands can utilise augmented reality to effectively reach their target audiences.

AR is a fast-growing area of technology that superimposes digital data and images on the physical world. Thompson recently put Jamaica's street culture on display when he participated in the 9th annual Vibes 305 Basel art show in Miami, Florida.

"It was an honour to represent Jamaica through one of our most exportable products - our culture," he said, while promising to bring the same energy, artistic depth and real-world explosion of visuals to his Digital Art Showcase this weekend.

The event, which takes place on Friday and Saturday, starting at 7 p.m., at the AC Marriott Hotel in Kingston, has been dubbed Mango. Art lovers and brand managers will get the opportunity to be immersed in the digital illusion created by Don Dada and watch as the virtual elements become a part of their physical world via their smartphone.

"Thompson's work is visual messaging that seamlessly fuses the digital and physical worlds to create larger than life aesthetics that brands both locally and internationally can benefit from," said Alexia James, head of marketing and partnerships for the brand, Don Dada.

"His artwork, with the accompaniment of AR, allows audiences to actively interact with the art, the brand or the person represented for a memorable experience," she added.

With sponsors Iprint, Wray & Nephew and Victoria Mutual Building Society, the essence of Brand Jamaica will run prominently throughout the exhibition.

Thompson has used AR on projects with Damian Marley, Common and Kabaka Pyramid. He has also worked with events such as the recently staged Soca Plus Festival.