XR is the new frontier

Extended reality (XR) is a newer umbrella term that covers the three main types of environments created or altered by computer technology.

  • Virtual reality (VR) brings users into a completely virtual space
  • Augmented reality (AR) projects virtual information into real space
  • Mixed reality (MR) combines virtual and augmented reality into a reality hybrid
X R visual

It’s no longer ‘just business’

It’s easy to see how XR has become popular in entertainment, but why keep XR locked in the entertainment box when there are countless amazing ways to apply it to business?

Here at Maestro, we didn’t stop at asking questions—we dove straight in. Now, just two years after starting our first VR project, we have a wide variety of XR projects under our belt, and our goal remains unchanged: to transform sales and marketing objectives into unforgettable experiences.


Augmented reality app for sales

Turning sales into an interactive experience

Stryker designs cutting-edge medical equipment and technology that saves lives in hospital rooms, ambulances, and in the hands of surgeons. And Stryker Endoscopy’s new 1688 AIM 4K Platform brings never-before-seen clarity into surgery. The problem? Because the platform has everything surgeons need, it’s a sizable piece of medical technology. This makes it difficult, time-intensive, and potentially back-breaking for sales reps to showcase. So, we took a different angle. What if reps didn’t need to waste time and energy transporting delicate medical technology? What if the reps could put the entire platform in their pocket?

Surprise and delight is the game

While partnering with Stryker for a marketing campaign for the new platform, we heard about their reps’ problems with transporting the sizable tower. We already had all the CAD files and renderings for the marketing project, so we flexed our AR skills, brought design and software together, and built Stryker a very special surprise.

We sent the AR experience to Stryker on a locked iPad, and during a routine meeting, we handed them the code. They loved the experience so much, they turned AR into a permanent part of their sales team’s resources.

Pocketing a six-foot tower of advanced technology

Our goal wasn’t just to recreate the platform’s looks, but also the interactive functions. The platform allowed multiple surgeons of different specialties to customize the technology to their exact specifications. Using carefully rendered 3D models, we embraced this level of personalization within the app. With a few touches, the user can customize the platform’s specialty, all the way from the surgical images on the display screen to the type of camera scope used.

And this attention to detail extends beyond the beautiful visuals. Every word and screen follows Stryker’s sharp and bold brand guidelines, and a quick-reference section gives reps the AR know-how they need to win sales—all packed into a presentation that lasts 2.5 minutes. Careful, behind-the-scenes work optimized performance so the experience runs smoothly on both iOS and Android mobile devices.

Building experiences with technology and teamwork

Our biggest challenge involved an incredibly tight turnaround, which matched the AR app release with the product release. We worked hard to meet this deadline because we wanted the reps to take the AR app straight out into the field. Together with Stryker’s IT team, we developed user guides, technical instructions, and testing materials—creating and releasing an incredible sales experience right on time for launch.

Wright Medical

Virtual reality application for marketing

Performing surgery on the tradeshow floor

Making advanced, practical, and easy-to-use surgical implants—that’s Wright Medical’s life mission. Their new humeral head implant SIMPLICITITM uses surgeon friendly technique and innovative short-stemmed design to make surgery easier and improve patient outcomes. But Wright faced a unique problem. Because the implant is used during surgery, Wright’s tradeshow reps had a hard time showing surgeons how the awesome new technique worked.

Thanks to today’s technology, our passionate software engineers, and Wright’s endless enthusiasm for innovation, we found a near-perfect solution. Demonstrate the process in a virtual space.

An experience so engaging that it markets itself

You’re a surgeon at a tradeshow. Your eyes glaze from staring at countless banners, screens, and presentation tables. But when you’re offered a chance to perform surgery in VR, right then and there, you jump at the chance. People gather around to watch your performance, and it’s time to show your skills.

As the headset descends, you step straight into the OR, mid-surgery. Voiceover and on-screen text guides you through the procedure using Wright’s SIMPLICITI™ implant. You actively participate by picking up the right instruments from the surgical tray and performing the proper actions on the patient, down to the proper hand movements. You’re not listening to a rep describe the product—you’re experiencing how it works with your own two hands.

Creating a simulated surgery for surgeons

We joined forces with Wright to develop a tradeshow experience that accomplishes two goals. First, we wanted to make something that stops surgeons mid-step—one that inspires discussion and draws in curious onlookers. Second, we wanted to create an experience that allows surgeons to use SIMPLICITITM in the exact use case it’s meant for, one that’s accurate and believable in every detail.

We entered the XR reality space with great ideas, a talented team, and a brand new frontier to explore. Wright jumped on board with equal enthusiasm, giving us the ability to branch out and completely overturn what marketing means in the medical field.

Stepping away from a standard mindset

We knew that the experience has to be more than visually amazing—everything about the experience has to work. This meant getting every last detail of the OR correct and making sure the procedure followed the same exacting medical standards as every surgeon.

To achieve this, we had to custom-build paths and processes that accounted for all the possibilities VR brought to the table. We kept the development pace moving forward with agile iterations. This meant starting with interactions, adding content and scratch voiceover tracks, checking on pacing, getting feedback, and then doing it all over again. Our goal? To make every second to add value to the experience.


Augmented reality for marketing

Using augmented reality to see the unseen

Eaton’s always looking for ways to make our world better with energy solutions. That’s why they’re using their extensive experience with high-voltage power and hybrid systems to establish their new eMobility product suite for electric vehicles. Since Eaton’s eMobility line is new and showcases some of the most advanced thinking in electrical solutions, they asked us to present these products to a variety of audiences using an innovative experience.

To do this, we decided to show how power flowed through the various eMobility products within the context of a vehicle. To do this, we had to bend physics and see straight through a solid object. Our answer? An augmented reality (AR) application for mobile devices.

Emerging technology: the new way to create tradeshow experiences

Choosing AR wasn’t an instant decision. We wanted to discover the perfect solution for Eaton’s goals, which involved spreading the word about their eMobility products in a tradeshow setting and beyond. Since their only request was to involve emerging technology, we spent time strategizing different possibilities using extended reality. We decided on AR, which create a flexible tool that sales reps could use in the field or directly place in the hands of potential customers.

Turning obstacles into product features

To get started, we took Eaton’s eMobility products recreated them with 3D modeling and placed them within a 3D model of an electric car. Along the way, we ran into quite a few obstacles.

Because we needed to showcase the eMobility products within the context of the car, the model complexity often made it difficult for older mobile devices to run the application smoothly. Fortunately, solving problems is one of our passions. Our software engineers worked with our motion designers and 3D animators to adjust the 3D models and to create two different experiences. The high-performance experience allows you to see the electricity in action within the transparent silhouette of a vehicle. And if you have an older device, high performance can easily be toggled off in the menu, hiding the vehicle’s exterior and showing only the drivetrain and the eMobility products—allowing the AR app to perform smoothly on any mobile device.

Choose your own eMobility experience

The final AR experience lets you follow an open experience or a guided experience. In the open experience, you can choose your own adventure by selecting a specific product. To do this, you download the app, place the car in real space, and even choose the size and angle of the vehicle, whether matchbox-sized on a table or life-sized in a larger space. After placing the vehicle, you can walk around and point the device at various product hotspots to check out the vehicle and see specific details about the products.

The guided experience starts by letting you place the vehicle, then walks you through the flow of electrical power throughout the vehicle and the whole product suite, starting from the power outlet at home. Together, both experiences demonstrate the practical way Eaton’s eMobility products work to bring a whole new perspective to electrical innovation.

Results in progress

[App recently launched. Impact in progress.]

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