By Ross Grogan
Some in the media are calling 2016 the Year of Virtual Reality. Others say the headsets and technology are still several years away from mass adoption. While people argue back and forth about where virtual reality fits in the media universe, there are some truisms that aren’t controversial. First, virtual reality, or 360-degree video, is being supported with billions in technology investment. The largest names with some of the biggest market caps are betting heavily: Google, Facebook, Samsung, Apple, HTC, Sony. Every day, VR is being applied to education, gaming, engineering, architectural design, urban design, therapy, theme parks, concerts, retail, fundraising and fitness. Second, and most important, the VR experience, when executed well with an appreciation for the medium, can be one of the most powerful branding and advertising tools ever devised. For instance, instead of shooting beautiful running footage of a car, now creatives can offer up virtual tours of both the exterior and interior of the auto.
Wielding the new found power of VR requires agency creatives to think, plan and tell a story in totally different ways. VR gives us the power to immerse people in various experiences, but now our audience has the freedom to look away. They can and do look anywhere and everywhere. The controlled “look here” devices employed by traditional filmmakers do not work in this medium. A new breed of VR filmmaker will emerge to help us navigate this new world.
Simply positioning a 360 camera rig in the center of some event does not make for compelling viewing. A user will only watch a minute or less of an uninspired VR content experience. Instead, use the old adage, “story, story, story” to drive the narrative and keep the viewer engaged.
Here’s some other do’s and don’ts in VR: DO have motion, but keep it deliberate and to a minimum. Delicate movement is good, anything else might backfire. DO plan for the creative to engage as many senses as possible. DON’T ever interrupt the viewer’s VR experience without a really good reason. VR is so immersive; people need to know what’s coming. DON’T forget the audio. Adding spatial sound will only enhance the experience. DO plan on a longer timeline for images and sound post. There are always glitches to be ironed out.
In the end, killer content that takes you into another time, place, or even body will be the brand builder for the future. Deep immersion still begins with written words and ideas, though, and that’s one rule that will never change.
Ross Grogan is the L.A.-based EP for The Cavalry Productions, SPECTACLE VR/AR and Galanta Media.
Nvidia replaces Intel on the Dow index in AI-driven shift for semiconductor industry
Nvidia is replacing Intel on the Dow Jones Industrial Average, ending a 25-year-run for a pioneering semiconductor company that has fallen behind as Nvidia cornered the market for chips that run artificial intelligence systems.
Paint-maker Sherwin-Williams will also replace chemical company Dow Inc. among the companies that make up the 30-stock average.
S&P Dow Jones Indices said Friday that the changes that take effect Nov. 7 "were initiated to ensure a more representative exposure to the semiconductors industry and the materials sector respectively."
It added that because the Dow is price-weighted, "persistently lower priced stocks have a minimal impact."
Dow Inc., a major producer of chemicals and plastics and unrelated to the similarly named company behind the index, has also been the smallest company on the Dow in terms of market capitalization.
In another index, the Dow Jones Utility Average, Texas-based energy company Vistra will replace Virginia-based AES Corp.
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