Webulas forges ahead with 'augmented reality' marketing

There’s this nifty new thing called “augmented reality” and Webulas, a Pasadena-based digital web and app agency, is getting in on the ground floor.

So what exactly is augmented reality, or AR as it’s commonly called?

Wikipedia describes it as a live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data.

Drew Iwankiw, who co-founded Webulas along with Roman Gora, puts it more simply.

“It adds another layer of content to an existing reality through a mobile phone or some type of headset or screen,” the 39-year-old South Pasadena resident said. “If you went to a museum and were looking around a gallery you could access additional layers of data through your phone. And if you focused on a specific painting, your mobile phone or wearable device could immersively interact with that and trigger a video or some other layer of information.”

Or someone could walk into a physical space and feel as though they are teleported to another place through the use of trigger sensors, video projection and different types of computer screens.

“There are technologies for children who are sick where they can travel somewhere without leaving the hospital room,” Iwankiw said.

Webulas was launched in the spring of 2012 and the company recently moved to the newly opened Cross Campus complex at 87 N. Raymond Ave. in Pasadena. Cross Campus is a membership-based collaborative work environment that provides flexible workspace options for creative people and companies.

“We’re really excited about future projects and the companies we’re working with,” Iwankiw said. “We’re excited to be part of the Cross Campus community because we feel it will present new opportunities.”

Webulas offers a variety of services ranging from mobile websites and applications for mobile-device operating systems to online marketing and brand identity.

A graduate of Art Center College of Design in Pasadena, Iwankiw has an extensive background in new media arts and interactive design. Gora has established many startups and brings to the company a strong knowledge of business management and entertainment experience.

“Augmented reality is something we’re getting more and more requests for and information about,” Gora said. “We still do websites and make applications for mobile Android and Apple platforms, but we’re getting more and more into AR.”

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Webulas is currently building a website for 4dwerks.com, a Santa Monica company that deals with AR technology.

“We are tech-focused and we hired them to do our whole website,” co-founder Damian Scoglio said. “They’re working on it right now. We want it to look great on both mobile and desktop applications.”

Scoglio said he enjoys working with Webulas.

“They are great to work with because I can get a hold of Drew any time,” he said. “That’s really helpful because we’re not a 9-to-5 type of company. I’ve dealt with outsourcing before with other companies and sometimes they are hard to get after hours.”

Iwankiw figures Pasadena is where his company needs to be. The location, he said, gives Webulas access to some of the best programmers, developers and designers in the business

“Pasadena is my backyard,” he said. “It’s a playground for getting into this new kind of entrepreneurial environment. And augmented reality will really be booming over the next 10 years.”

Webulas forges ahead with "augmented reality" marketing