Technology
Virtual Reality
24.03.19
/
9 min.
by
La Nacion - www.lanacion.com.ar
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RIACHUELO, Corrientes. – The livestock auctions of the future might look like this: men and women wearing virtual reality headsets, placing bids while observing the animals they are interested in up close and from all angles, as if they were right there in the field. This is the vision of audiovisual producer Nicolás Martínez Taylor and his partners at On Life, a company presenting an innovative product at Expoagro in La Rural de Corrientes. Their solution offers an alternative to the traditional paper catalogs that breeders use from one exhibition to the next.
“The idea is to build a virtual catalog where ranch owners can showcase all their categories and lots through 360° videos filmed on-site, creating the simulation of actually being there. We record the footage with an 8K 360° camera and upload it to Oculus headsets, which are then given to potential buyers,” Martínez Taylor explained to LA NACION from his stand at the Sociedad Rural de Corrientes, the venue for this edition of Expoagro.
"The idea is for ranch owners to showcase all their categories and lots with 360° videos," said Martínez Taylor.
“Virtual reality is widely used in other industries, and we found it interesting to bridge the gap between agriculture and technology,” said the 31-year-old entrepreneur. He mentioned that on the first day of the fair, many visitors tried the headsets and were “fascinated.” The biggest challenge, he noted, is getting breeders to take the leap of faith and adopt the technology.
On Life, based in Buenos Aires, handles the pre-production, production, and post-production of the content—not only images but also texts with descriptions, technical details, and pricing. The company offers ranch owners an annual subscription for $100,000, allowing them access to the headsets with all the relevant information. Meanwhile, Exponenciar is responsible for the commercialization of the service.
“Clients choose how they want to film their animals—standing, walking, up close, from a distance. It all depends on what they want to highlight. The goal is for buyers to purchase a cow as if they were seeing it in person,” he explained.
Martínez Taylor is an audiovisual producer and co-founder of On Life, a Buenos Aires-based production company he runs with five childhood friends.
The information loaded onto the headset can be updated remotely, allowing international buyers to stay informed about the latest offerings in the livestock sector. If a lot is sold, it is removed from the catalog, just as new listings can be added when needed.
The idea was developed by On Life’s multidisciplinary team, consisting of Martínez Taylor, industrial engineers Nicolás Kennedy and Juan Martín, and business administrator Gonzalo Martín. All of them are childhood friends from Mar del Plata who studied in Buenos Aires and later started working together on app development, communications, and virtual reality projects. “This is our first venture into the livestock industry,” said Martínez Taylor. “We are betting on this sector, where technology is slowly making its way in.”
RIACHUELO, Corrientes. – The livestock auctions of the future might look like this: men and women wearing virtual reality headsets, placing bids while observing the animals they are interested in up close and from all angles, as if they were right there in the field. This is the vision of audiovisual producer Nicolás Martínez Taylor and his partners at On Life, a company presenting an innovative product at Expoagro in La Rural de Corrientes. Their solution offers an alternative to the traditional paper catalogs that breeders use from one exhibition to the next.
“The idea is to build a virtual catalog where ranch owners can showcase all their categories and lots through 360° videos filmed on-site, creating the simulation of actually being there. We record the footage with an 8K 360° camera and upload it to Oculus headsets, which are then given to potential buyers,” Martínez Taylor explained to LA NACION from his stand at the Sociedad Rural de Corrientes, the venue for this edition of Expoagro.
"The idea is for ranch owners to showcase all their categories and lots with 360° videos," said Martínez Taylor.
“Virtual reality is widely used in other industries, and we found it interesting to bridge the gap between agriculture and technology,” said the 31-year-old entrepreneur. He mentioned that on the first day of the fair, many visitors tried the headsets and were “fascinated.” The biggest challenge, he noted, is getting breeders to take the leap of faith and adopt the technology.
On Life, based in Buenos Aires, handles the pre-production, production, and post-production of the content—not only images but also texts with descriptions, technical details, and pricing. The company offers ranch owners an annual subscription for $100,000, allowing them access to the headsets with all the relevant information. Meanwhile, Exponenciar is responsible for the commercialization of the service.
“Clients choose how they want to film their animals—standing, walking, up close, from a distance. It all depends on what they want to highlight. The goal is for buyers to purchase a cow as if they were seeing it in person,” he explained.
Martínez Taylor is an audiovisual producer and co-founder of On Life, a Buenos Aires-based production company he runs with five childhood friends.
The information loaded onto the headset can be updated remotely, allowing international buyers to stay informed about the latest offerings in the livestock sector. If a lot is sold, it is removed from the catalog, just as new listings can be added when needed.
The idea was developed by On Life’s multidisciplinary team, consisting of Martínez Taylor, industrial engineers Nicolás Kennedy and Juan Martín, and business administrator Gonzalo Martín. All of them are childhood friends from Mar del Plata who studied in Buenos Aires and later started working together on app development, communications, and virtual reality projects. “This is our first venture into the livestock industry,” said Martínez Taylor. “We are betting on this sector, where technology is slowly making its way in.”
RIACHUELO, Corrientes. – The livestock auctions of the future might look like this: men and women wearing virtual reality headsets, placing bids while observing the animals they are interested in up close and from all angles, as if they were right there in the field. This is the vision of audiovisual producer Nicolás Martínez Taylor and his partners at On Life, a company presenting an innovative product at Expoagro in La Rural de Corrientes. Their solution offers an alternative to the traditional paper catalogs that breeders use from one exhibition to the next.
“The idea is to build a virtual catalog where ranch owners can showcase all their categories and lots through 360° videos filmed on-site, creating the simulation of actually being there. We record the footage with an 8K 360° camera and upload it to Oculus headsets, which are then given to potential buyers,” Martínez Taylor explained to LA NACION from his stand at the Sociedad Rural de Corrientes, the venue for this edition of Expoagro.
"The idea is for ranch owners to showcase all their categories and lots with 360° videos," said Martínez Taylor.
“Virtual reality is widely used in other industries, and we found it interesting to bridge the gap between agriculture and technology,” said the 31-year-old entrepreneur. He mentioned that on the first day of the fair, many visitors tried the headsets and were “fascinated.” The biggest challenge, he noted, is getting breeders to take the leap of faith and adopt the technology.
On Life, based in Buenos Aires, handles the pre-production, production, and post-production of the content—not only images but also texts with descriptions, technical details, and pricing. The company offers ranch owners an annual subscription for $100,000, allowing them access to the headsets with all the relevant information. Meanwhile, Exponenciar is responsible for the commercialization of the service.
“Clients choose how they want to film their animals—standing, walking, up close, from a distance. It all depends on what they want to highlight. The goal is for buyers to purchase a cow as if they were seeing it in person,” he explained.
Martínez Taylor is an audiovisual producer and co-founder of On Life, a Buenos Aires-based production company he runs with five childhood friends.
The information loaded onto the headset can be updated remotely, allowing international buyers to stay informed about the latest offerings in the livestock sector. If a lot is sold, it is removed from the catalog, just as new listings can be added when needed.
The idea was developed by On Life’s multidisciplinary team, consisting of Martínez Taylor, industrial engineers Nicolás Kennedy and Juan Martín, and business administrator Gonzalo Martín. All of them are childhood friends from Mar del Plata who studied in Buenos Aires and later started working together on app development, communications, and virtual reality projects. “This is our first venture into the livestock industry,” said Martínez Taylor. “We are betting on this sector, where technology is slowly making its way in.”
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