Hi Fran, thanks for the message.
Love this AR done for Toyota and it's a good example of what is possible with AR. Back in 2008 we did something similar: a character that is aware of the tilt of the marker so it can animate accordingly:
However that project was done as a separate research project by one of our researchers. Now that you mention this, we realize it's something great to integrate, so we'll make our best to put it out there so you and others can use for your own creations.
All the best,
- Gabriel
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Software Engineer
http://www.HITLabNZ.org