Condition One immerses iPads and iPhones in 180degree video, kicks off pilot with Mercedes and more

Video in tablet magazines and similar apps sometimes -- okay, often -- comes across as a grafted-on extra. Condition One, a startup by war photographer Danfung Dennis, wants to make video an intrinsic part of the experience by taking advantage of the motion sensors in smartphones and tablets. Video shot from a DSLR or similar camera is converted into a 180-degree format that you can swipe or tilt through on an iOS device to get a more involving look. It's a lot more lively than plain movies, and Dennis sees the technique being used for documentaries and tours where it would help to put viewers directly in the action. Producers only need off-the-shelf hardware and software, too. There's a show-off app at the source link to get an overall sense of what the footage is like, but if you're looking for the first official projects, a pilot project has just started that's bringing apps from Discovery, Mercedes-Benz, Popular Science (below), The Guardian and XL Recordings.