But what happens when augmented reality goes from a novelty to ubiquity? The results are pretty manic and overwhelming, as depicted in Hyper-Reality, a new short film by designer Keiichi Matsuda. Imagine if the pop-up ads and spam that you see across the web were able to infiltrate every corner of the real world. That's basically what this film envisions is in store for us, as seen through the eyes of a tragic main character named Juliana Restrepo, who's just trying to go about her lowly job and keep hold of her digital loyalty points. On the plus(?) side of things, by the time this type of future comes to pass, we all may be blind.