The dynamic between fans and their idols has been shifting over the past decade — and while high profile individuals like celebrities, musicians, artists and even fictional characters still hold a lot of sway over cultural narratives, new technologies and methods of engagement are increasingly handing a large chunk of this power over to the fans.

Back in the 20th century, fandom was predominantly driven by the explosion of mass media — including film, television and comics. Media figures and their publicists had a significant impact on shaping cultural narratives, weaving personalities and fictional characters into the fabric of society’s collective imagination.

These icons effectively served as mirrors, reflecting consumers’ aspirations, fears and desires — they offered a lens through which we could explore the complexities of human experience and left an indelible mark on the way people perceived themselves and the world around them.

With the advent of the web (and then social media) the landscape completely changed, with platforms like Instagram, Twitter and TikTok providing a direct line of communication between fans and their idols, and even generating new types of fandom thanks to influencer culture. This unprecedented level of access fostered a sense of closeness, breaking down traditional barriers between creators and consumers. The once-distant realm of celebrity was suddenly just a click away, allowing fans to feel like active participants in a shared narrative.

But in reality, idols still held the majority of the power. They were still feeding fans content of their choosing, and engaging in exchanges on their terms with only a select few.

Fast forward to today, and the onset of AI and spatial computing is making that fan-idol connection even more instant, open — and seemingly reciprocal. Artificial intelligence is empowering fans to shape and create dynamic, personalised storylines and adventures with their idols, all experienced in real time — from ‘one-on-one’ conversations enabled by large language model apps such as character.ai, to generative fan art created using tools such as Midjourney. FWA Twigs is one of the first major stars to get on board, announcing she has created an AI deepfake of herself specifically intended to serve fan interaction, while crucially allowing her to grant or refuse consent.

In a more tangible way, spatial computing — the integration of virtual content into our physical world — is allowing fans to actively embody or interact with their idols in a shared space through mixed reality. Whether it’s an easily accessible TikTok filter like this one for Mariah Carey’s ‘lambs’ , or an immersive game such as La Liga’s Beat Challenge that allows fans to get up close and personal with their favourite football stars, spatial is narrowing the gap even further between the two groups.

Thanks to these emerging technologies, fans can now actively create and participate in moments with virtual impersonations of their idols. I like to call these impersonations ‘para-idols’ — para, because of course the real person behind the media personality isn’t actually involved in these interactions. This paradigm of parasocial relationships is at the heart of a new era of engagement between consumers and the icons they love.

The dynamic interplay first brought about by the web and social, then evolved by AI and spatial computing, has not only democratised fandom, but has also blurred the lines between reality and fiction, giving rise to more interconnected and personally resonant relationships between fans and the characters that define the cultural landscape.

For the first time, consumers have a degree of control over when and how they interact with their idols. And there’s an opportunity here for brands to enhance those relationships, whether it’s a sports club wanting to bridge the gap between players and their fans, a music label keen to make their latest star more relatable, or an IP owner looking for new ways to bring their characters to life.

Of course, there’s a fine line to tread here between encouraging parasocial relationships that inspire and excite, versus those which fan the flame of obsession and exploitation. In this fan-driven future, brands need to find the right approach if they are to successfully navigate these new bonds between their audience and their talent.

But if boundaries are set and risks mitigated, this can be an incredibly exciting opportunity for fans to experience their favourite personalities and fictional characters as part of their immediate reality. So despite a shifting of power, there’s still a hugely important role for brands and idols to play in ensuring the next generation of fan-idol experiences are properly executed. It’s time to prepare for a new era.

Magda Domagała, Experience Strategist, UNIT9

Originally published at https://mediacatmagazine.co.uk on May 13, 2024.

Olympics fever is taking hold, and by now, sports brands and sponsors should be preparing to activate with impact on a global stage. But the nature of sports fandom has shifted since the Tokyo Games in 2021, and brands must focus on what matters most to their audience in order to maximize engagement.

The good news is that passion among Gen Z is growing, with 60 percent considering themselves bigger sports fans today than they were three years ago. But compared to previous generations, this digital-native audience expects and demands more when it comes to engagement. They’re seeking increased interactivity, the opportunity to form closer connections with athletes and more personalized experiences. Technology can provide brands with the solutions in these ways:

Offer new perspectives with spatial computing

With 34 million mixed-reality headsets already in circulation worldwide and Meta’s Quest 3 and Apple’s Vision Pro recently hitting the market, this year’s Olympics could be the most immersive yet. Spatial tech provides a 3D canvas that makes digital experiences multi-dimensional and more rewarding.

There’s huge potential to bring the games to life for fans in completely new ways. With over half of Gen Z second-screening to scan live stats during sports, there’s a clear case for overlaying mixed reality analysis in real time without disrupting viewing. Take this Formula 1 Vision Pro prototype as inspiration — the viewing experience could be totally revolutionized, offering fans a bird’s-eye view plus athlete perspectives of the action and deeper insights into the sports they love. ESPN’s newly announced virtual experience for the Quest 3 also hints at what’s possible. Spatial computing is a medium that will shape the next decade and offers a key opportunity for future-facing brands.

Wow the crowds with tech-led experiential

For many, nothing beats the in-person atmosphere of the Olympic Fan Zone. Brands have the ability to create activations that really pack a punch — and when it comes to Gen Z, the more interactive the better.

A suite of pop-up, digitally-integrated sports games — similar to Toca Social’s football concept, but applied to Olympic sports — could drum up considerable excitement. Integrating an extra dose of immersive technology can also take activations to the next level. Examples include Meta’s efforts around the Rugby World Cup, which allowed fans to design digital avatars and deploy them in multiplayer VR experience with friends.

Keep fans entertained with AR both in and out of the stadium

Gen Z doesn’t go far without their phones, so AR is the perfect way to engage, whether they’re in-stadium or on the sofa. Cutting-edge geospatial technology anchors digital content to our physical surroundings. So, brands can craft perfectly mapped experiences allowing fans to navigate the Olympic Village or host city. Imagine AR directions taking over road signs or billboards. Digital athlete avatars could step in as tour guides, and elements of gamification such as a scoring system for the most curious explorers could inject extra fun.

For folks at home, gamification can keep casual dual screeners entertained. With 61 perent viewing sports with others, multiplayer AR games would allow fans to interact — whether it’s an augmented boxing match or a show jumping showdown.

Make more personal connections with AI

With 63 percent of fans happy to pay more for a streaming service that’s tailored to them, brands could consider crafting mobile experiences that provide personalized itineraries or watch lists to help audiences navigate the weeks of sporting events — like a Netflix for the Olympics. And for fans wishing to get up close and personal with their favorite athletes, AI can to help make those connections at scale. Possibilities include AI-generated video messages from sports idols delivered straight to phones and athlete-styled chat bots across social.

Technology is key to capturing the attention of a younger generation of fans looking for interactive, personalized and athlete-centric experiences. Brands that take heed and integrate technology into their activations are sure to make Paris 2024 the most engaging Olympics yet.

-Garry Williams, New Ventures Business Director, UNIT9

Originally published on musebycl.io

Apple’s Vision Pro arrived at the UNIT9 offices last month, and our team has been using it extensively — testing its limits, exploring all available apps, and even prototyping some new ones. We suspected this beautiful piece of hardware would change the game — however, in its current state, we can’t help but feel that the Vision Pro is a bit like a shiny new toy begging for a playdate with creativity. This may sound off-putting, yet it’s somewhat expected: Apple has provided us with an incredible platform that will help shape the spatial computing medium for the next decade. But great content takes blood, sweat, tears and time. A lot of time.

Let’s step back a little to understand the context better. Imagine if Henry Ford, founder of Ford Motor Company, had been around to see this. He supposedly once said that if he’d asked his customers what they wanted, they would have said a faster horse, not a car. Though there’s no hard evidence he ever uttered those words, the sentiment hits the nail on the head: people often can’t articulate their desires for future innovations because they’re stuck in the context of what they already know. That’s kind of where we’re at with the Vision Pro. It’s this incredible piece of technology with a profoundly satisfying user experience, showing us a whole new world of possibilities that we can’t even articulate yet.

From a hardware perspective, the headset is a dream, boasting the best video passthrough and eye-tracking we’ve seen. It’s as close to magic as tech can get right now. Yet, here we are, scratching our heads in the Vision Pro subreddit, swapping tales of awe but also in slight disappointment. The potential of what it can do is incredible, but as users, we’ve not been given much that allows us to see it in action right now. It’s like being handed the keys to a spaceship but only having enough fuel to pop to the local store.

But here’s the thing-this dance between new tech and finding its true purpose isn’t new to us. When movies first came out, they were just filmed stage plays. Then, radio shows turned into the first TV broadcasts. Remember flash web brochures, anyone? It took a while for these mediums to shake off their predecessors’ shadows and carve out their unique voices. Immersive creators have been pushing their medium for over a decade. We’ve been laying the groundwork, exploring every nook and cranny of what it means to truly immerse someone in a digital world. However, the content available for the Apple Vision Pro is still not standing on the shoulders of any giants. We’re back in 2015 when a dinosaur breaking the fourth wall or a floating calculator was deemed enough to impress audiences.

Still, the Apple Vision Pro certainly marks an impressive leap into what feels like the next era of computing. But the real wizardry? It won’t just be in the hardware but in what we do with it. It’ll be in the experiences we dream up, the ways we decide to hack this technology to do things we couldn’t before. Our real-world surroundings can be integrated into compelling digital storytelling; educational experiences can become even more effective through immersion; body movements and gestures can take fun and play to the next level. This new headset, far from isolating, can actually help us connect people in more meaningful ways.

The good news is that, of all the challenges I’ve ever faced as a Creative Director in the immersive industry, figuring out how to create new experiences is one of the most beautiful because it fosters innovation, amplifies unique perspectives and leaves invaluable lessons behind.

Think of it as an essential step on a much longer journey. As we look to the future, there’s a tangible buzz in the air. Almost every piece of the puzzle is in place: the passthrough, the materials, the operating system, the computing power, the gesture paradigm and hopefully, the audience. We finally have everything we asked for to discover what truly sets spatial computing apart. The Vision Pro has laid the groundwork, but the next giant leaps will come from the community around it. From developers to creators, it’s on us to explore, play, and ultimately forge the experiences that will make spatial computing an indispensable part of our lives.

The Vision Pro might not have all the answers yet, but it offers an incredible opening question, asking us what we dream of doing. Just like the shifts from theatre to film, web to mobile, we’re at the dawn of something special and even, excuse the pun, spatial; a moment where we’re learning to see beyond the technology and instead at the experiences it can afford. So, let’s give it some time. I, for one, can’t wait to start experimenting with where it can take us.

-Rafael Pavon, ECD, UNIT9

Originally published at https://creativepool.com.

The release of Apple’s mixed reality headset, the Vision Pro, doesn’t just represent 2024’s shiny new toy or the latest tech trend. It’s a milestone moment indicative of the start of the spatial computing era, an evolving medium that’s set to shake up the next decade and beyond.

Spatial computing — the integration of human-computer interplay into our real world — provides a 3D canvas that allows digital experiences to become more immersive, more rewarding, and more embodied. It provides us with a whole new medium for engagement — a convergence of industry-shaking technologies from AR/VR to AI and beyond, that will continue to expand in the years ahead.

There’s an interesting debate swirling on whether headsets such as the Vision Pro and Meta’s equally impressive Quest 3 will ultimately serve as smartphone killers. The jury’s still out, but perhaps ‘laptop killers’ is more accurate, with spatial’s ability to fully transform our activities across the gamut of work and play. What is certain is that this new technology will indelibly change the way we consume content, socialise and experience the world. It will change the way brands communicate with their customers and frame their experiences.

With new hardware announcements happening on a near weekly basis and with the future of AI and computer vision added to the mix, spatial computing is fast becoming a bigger part of everyday life — and there’s a lot for brands to learn. We’re already seeing games such as Meta’s First Encounters using video passthrough to break down the barriers between virtual gameplay and our real world environments; Google’s geospatial AR art takeovers in London, Mexico City and LA bringing real world street art to life with anchored digital content; and new apps on the Vision Pro allowing users to learn guitar, stay up to date with all the latest live sports matches and stats, and even gamify their household chores — all in mixed reality.

But rather than solely looking at what the use-cases are today, we also need to look forward to fully understand the potential. Just as the iPhone paved the way for new business models such as Uber and Airbnb, spatial computing technology is set to do the same.

So where are the key opportunities for brands to add value for both their audience and their business in the years ahead?

1) Deeper audience engagement

Immersive and embodied by nature, spatial experiences facilitate a way to build stronger connections. By taking the experience off the screen and instead placing it in our physical environment, brands can draw their audiences in even closer, putting them at the heart of the action. What’s really impressive is that we can adjust the level of immersion depending on the audience requirements and accessibility needs, leaning in for more immersion or back for a more grounded experience. Expect to see brand loyalty tighten as audiences feel more closely connected than ever before.

2) Immersive discovery

Because of this heightened immersion, spatial experiences will be able to facilitate informed conversion through education, product discovery, & virtual try-ons. We know that immersive media is incredibly effective in helping users visualise, whether it’s the way a new pair of glasses will look on their face, or if that king size bed will fit in their room — the opportunity for retail and commerce is clear. But what’s really interesting is the way it can drive knowledge retention, in large part due to spatial experiences being inherently fun. Textbooks could become living, breathing stories, folding out in front of you. Kids will want to learn, because all of a sudden it becomes fun and more akin to play. Brands and institutions will have a new way to inject fun and curiosity back into discovery and learning.

3) Shared connection

Unlike standard multiplayer experiences, spatial computing actually allows users to share their space with one another or enter a brand’s physical world even if they are miles apart — for instance, by being able to transfer geometry data. This elevated co-presence can make brand-audience connections stronger and has huge potential to create meaningful, sociable moments — flipping the perceived isolation of early-day VR on its head.

The Vision Pro represents the first mainstream shift of a decades-old journey towards the spatial computing era that will affect every brand and every sector. Now is the time for brands and institutions to begin planning, adapting and optimising for the future of engagement.

-Rosh Singh, Managing Director EMEA, UNIT9

Originally published at https://lbbonline.com.

2023 placed AI firmly on the agenda for brands, and in the psyche of consumers. But not much thought or attention was given over to the evolving realm of audio AI. And yet, it’s an area that’s progressing at speed — and not just for musicians. From adaptive sonic branding to new territories for artist and brand partnerships, audio AI is set to become more accessible than ever, going far beyond the confines of professional musicianship to empower consumers and give brands new ways to connect with their audiences.

Here are just five of the reasons why audio AI is set to get its moment in the limelight in the year ahead:

1. Adaptive sonic branding

Sonic Branding had a huge 2023, with a growing number of the world’s largest brands including MasterCard and Sony investing in the power of sound to craft their identity and connect with their customers. For 2024, a deeper integration of AI sophistication in sonic branding strategies can be expected. AI algorithms are expected to evolve further, refining their analysis of brand personas and consumer preferences. An example is Veritonic’s platform, which utilises AI to analyse consumer responses to sonic elements, guiding the creation of a brand’s signature sound to help them connect with their audience on a deeper level.

2. Nuanced audio-visual sync

Music composition for TVC and visual advertising is a nuanced science, ensuring that the right mood, tone and brand are conveyed, and the sonic narrative develops in perfect sync to the visuals. Some are starting to use AI to assist in the process, with brands such as Loudly already offering text-prompt generative music where users can describe in words a video and generate a musical match.

It’s worth noting here the inherent subjectivity in the words used and the resulting output. Hence, in 2024 expect to see refinement in AI’s adaptability and contextual understanding. We could see tools that map video content frame by frame, identifying key visual and emotional triggers — for instance, during emotionally charged scenes the AI could adapt the generative music’s tempo, tonality, or instrumentation to amplify emotional impact and strike a chord with audiences.

3. New territory for artist + brand partnerships

In late 2023, Sony Music — in partnership with The Orb, David Gilmour, and Vermillio — introduced an AI-powered project, where fans could remix tracks and cover art from the album Metallic Spheres In Colour, using AI-generated tools.

The collaboration between major recording artists and AI platforms represents an innovative partnership, and 2024 is tipped to create even more new opportunities between artists and brands that incorporate AI for fan and user participation and reach. We could see a rise of Audio AI in more diverse activations, particularly from brands with already-existing artist partnerships and endorsements — the sky’s the limit.

4. Immersive music performances

2023 saw a growing presence of artists leveraging VR to connect with fans in new ways through companies such as WaveXR. The year started strong with the Calvin Harris Experience. In 2024, AI-augmented elements could create a totally new concert experience. Could we see AI leveraging the audience’s emotional cues and interactions to seamlessly alter visuals and live music in real time? Or perhaps put music fans in the DJ-booth to steer ship on the music direction through real-time generative setlists?

5. The commoditisation of background ‘AI Muzak’

Generative music for short-form videos, advertising, podcasts and social media has been a hot market over the past few months, with an exposition of tools such as Beatoven delivering high quality, quick and royalty-free music. This is a low-barrier music generation option, with opinions such as genre and mood customisation meaning unique tracks can be made quickly and simply by any user, regardless of musical knowledge. This form of background music has seen such a prolific emergence (thanks to AI generative tools in 2023) that it even has its own alias: ‘AI Muzak.’

In 2024, it’s not out of the question to imagine the need for short-form background music to be the first commoditised by AI generative models, with brands finding the sweet spot between having something custom-made, yet instantly available at a touch of a button. In the evolving realm of audio AI, 2024 stands at a transformative juncture. The debate around the ethics and efficacy of generative AI may have overshadowed audio AI, and its ability to enhance engagement and creative expression… up until now. Soon, brands and consumers will have an arsenal of new tools at their fingertips, and these advancements transcend mere entertainment. They become catalysts of connectivity, redefining the interplay between art and audience.

One thing’s for sure — AI will remain top of the agenda in 2024.

-Dani Valkova, Head of Audio with UNIT9

Featured image: Bryan Catota / Pexels

Originally published at https://mediacatmagazine.co.uk on January 21, 2024.

Sephora’s global chief brand officer, Steve Lesnard, recently commented that “retail isn’t dead, but boring retail may be in trouble” — and I couldn’t agree more.

The ‘death of the high street’ narrative has been circulating for the past decade, and the pandemic served a further blow. But brick-and-mortar stores still play a vital role for today’s consumers. Shoppers still want the physical shopping experience, with 74% of consumers relying on stores at some point during their purchase process — they just want more from them.

But here’s the crux. 70% admit they can’t recall the last time a brand excited them. But the tide is turning, and a new wave of highly interactive, engaging and entertaining experiences gives retailers a fresh lease of life.

IP collaborations are a great way to get playful and inject some fun into the shopping experience. The Barbiecore trend this year opened up numerous opportunities for retailers to jump on board — from experiential pop-ups to tech-led takeovers. Selfridges went over to the pink side in the summer, opening a Barbie ‘Dream House’ within the Oxford Street store that brought the world of the Barbie movie to life for shoppers. Featuring a rental service straight from Barbie’s wardrobe, an ice-cream bar, prize draws, and Barbie-pink candy floss at the Selfridges Cinema, this was retailtainment at its finest. Over in New York City, Gap took a more digital approach to its big IP moment with a mobile AR takeover to launch its Barbie clothing line. Passersby transformed Times Square by anchoring AR neon signs and Barbie characters to Gap’s flagship store and the surrounding area in an experience more akin to location-based entertainment than standard high street retail.

Another digital-led advertising trend that’s revitalizing retail is ‘faux OOH’ — and now is the time for brands to get involved while the format is still fresh and exciting. As well as the ability to bring any billboard or shop facade to life (not just those with digital capabilities), creating social VFX content that teases the boundaries of reality allows retailers to achieve the impossible and think larger than life. As brands such as Pull and Bear and Maybelline have proven, faux OOH certainly brings the drama and adds some much-needed excitement back into the high street experience. Plus, planting the seed of “Is it real?” in the minds of consumers is a sure way to get people talking.

Back in-store, gone are the days when visual merchandising was enough to stimulate shoppers. With 63% wanting brands to provide them with multisensory experiences for total immersion, brands such as Nike are appealing to shoppers’ ears as well as eyes (and wallets). The Air Max Listening Room in the Niketown London Store matched visitors up with a track based on their personality before encouraging them to take a break from shopping and cocooning them with sound and audio-reactive visuals. Taking a taste-led approach, Johnnie Walker’s new retail space in Edinburgh offers shoppers various immersive tastings, food pairings and personalized bottle engraving in-store that turns their trip into a full-flavored experience.

Window displays are also proving to be a key area that brands can optimize for entertainment. Ikea Harajuku launched an intriguing campaign by creating an apartment for virtual influencer Imma as part of their shopfront, where she lived in front of curious shoppers for three days, while Samsung’s hands-on interactive window displays at KaDeWe in Berlin are another example of pure fun for shoppers, offering everything from art installations to a gamified toy machine.

There’s more to retail than sales transactions. It’s time to redefine how we measure ‘impact’ in the retail space — brands gradually realize that evoking emotion from shoppers via fun, enjoyable experiences can be just as valuable as streamlining efficient sales, but there’s so much more that can be explored. The door is wide open for brands looking to wow shoppers with a refreshing blast of retailtainment.

— Garry Williams, Business Director, UNIT9

Originally published at https://www.thedrum.com.

When augmented reality first hit the scene in the 2010s, it was often disregarded as ‘just a gimmick’. Fast forward to 2023 and it’s safe to say the technology has proven its worth. With new world-mapping and tracking tools such as Google’s Geospatial API and Niantic’s Lightship VPS, we’re now able to pinpoint a user’s location pretty much anywhere in the world using map data and anchor persistent digital content to their physical environment, whether that’s a horizontal surface or a vertical structure. This is a game-changer for brands looking to seamlessly blend realities and create localised experiences at a global scale.

This summer’s release of SPACE INVADERS: World Defense — a mobile AR version of the arcade classic powered by Google’s ARCore and Geospatial API — effectively turned the world around us into a digital playground. Fans are able to battle SPACE INVADERS in the real world, with AR content mapped to specific buildings, streets and landmarks in a way that’s never been possible before. Unlike previous AR games like Pokemon Go, the invader characters have contextual integration with their surroundings — meaning they can emerge from behind buildings and interact with structures instead of simply floating in the air or on a flat surface. Local neighbourhoods just became personalised canvases for digital play.

But it’s not just world-scale gaming that stands to benefit from this cutting-edge tech — this is a big deal for any brand experience tied to a geographic location.

Other forms of entertainment — like live performance or events — also have huge potential. Last year, digital band Gorillaz launched AR concerts in New York and London powered by Google, with the action brought to life via the audience’s smartphone screens. But what made these first-of-their-kind activations especially cool was the fact that the surroundings played a vital role — the iconic Piccadilly Lights were taken over with digital Gorillaz content, and band members perched and performed on nearby buildings to turn the whole area into their stage. Other live outdoor events such as festivals and sports tournaments would be perfect for a similar approach — imagine a city’s Olympic Park coming to life with a virtual opening ceremony and digital athletes for fans to meet as they explore.

As well as elevating entertainment, there’s also huge potential for world-scale experiences that use the power of AR to actually enhance a physical setting and incentivise engagement. Bricks and mortar retail is a clear example, with the ability to digitally expand a store’s physical footprint into its locale and launch new products with impact. In true Barbiecore fashion, Gap and Mattel recently teamed up on an AR takeover of Times Square to celebrate the launch of their collaborative clothing line. Using Google’s Geospatial creator in Adobe Aero, the brands were able to make their mark, with Barbie characters and neon signs taking over nearby billboards and buildings to draw attention to Gap’s New York flagship.

Citywide takeovers and cultural storytelling are also prime applications for this technology — as shown by Global Street Art’s incredible collaboration with artists Camille Walala, Edgar Saner and Tristan Eaton, which saw physical street murals in London, Mexico City and LA brought to life in augmented reality. And with new tools such as 8th Wall’s World Tracking and Sky Effects allowing us to augment sky and surface together in the same experience, we can now max out the user’s field of view and enhance their physical world wherever they turn.

There’s also a key challenge that can be solved through world-scale AR: wayfinding. With the new technology allowing us to anchor content in specific locations, there’s an amazing opportunity for brands to assist with destination-based navigation and help users explore new and unfamiliar areas. The Singapore Tourism Board is already testing the waters with this approach, launching an immersive guided tour around key sights in the city. Adding a scavenger hunt element could elevate this type of wayfinding experience even further, allowing audiences to unlock location-specific prizes the more they explore — playful destinations such as theme parks, or historic landmarks with immersive learning opportunities seem like obvious candidates that could benefit from this.

New world-scale AR technology is allowing us to create persistent digital content anchored to individual surroundings with incredible accuracy — and it’s time for brands to make use of its full potential. This is the future of real-world, location-specific AR activations with true global reach.

— Media Ridha, Head of Digital, UNIT9

Originally published at https://creativepool.com.

People have always enjoyed being transported out of their everyday lives, but now more than ever they’re craving magic in the mundane.

A radical rethink of everyday experiences is needed in order to make them engaging again — and there’s a huge opportunity for brands to deliver it, using immersive technologies to ensure these experiences are ‘fit for purpose’ for the modern consumer. When we were young, our imaginations instinctively led us on journeys. Even the most nondescript daily situations could be reimagined through an exhilarating lens; a bus could become a rocket ship bound for outer space, while a toothbrush could be a superhero defending off evil plaque. As we grew older the dullness of adulthood descended, and many of us lost this ability to find wonder in the everyday; but we never lost the desire to be transported.

In fact, now more than ever after the ‘not so fun’ years we’ve collectively experienced, audiences are showing a yearning desire to rediscover magic and emotion in their day-to-day. According to a global survey by Wunderman Thompson, 60% of consumers are seeking more excitement in their lives — but 70% can’t remember the last time a brand excited them. The same old clearly won’t cut it anymore — but by utilising immersive technologies, brands have the power to elevate the everyday experiences that many take for granted.

Driven by innovation, we’re already seeing some brands employ this approach, utilising virtual world-building, augmented reality, game mechanics and more to inject some joy and fun back into the mediocre and mundane.

Pretty much everyone has ordered pizza in their lives.

Some may know their local number by heart. But how many can say they’ve ordered pizza with their minds? Reinventing the food ordering experience, Domino’s recently launched a first-of-its-kind mobile activation with a twist — ‘telekinetic’ ordering through the lens of partner Netflix’s Stranger Things.

As well as immersing users in a 3D representation of the show’s Hawkins Lab, the app integrated facial tracking to create a hands-free ordering experience that mimicked the mind-controlling powers of main character, Eleven. By cleverly using technology to pique interest and put the user in control, Domino’s were able to make sure their audience was fully engaged — and with surprising Stranger Things Easter eggs popping up throughout, they were able to keep them on the edge of their seats too.

Creating this type of universe for audiences to get lost in is a great tactic for boosting excitement and discovery.

Canadian cafe chain Tim Hortons looked to the daily grind of their customers as a source of inspiration for Tim’s Speed Run, a virtual world experience where a daily staple (of the coffee run) is transformed into a Roblox obstacle course. The game features all of Tim’s customers’ favourites — donuts, bagels, Timbits and, of course, coffee — represented in the environments and infused into the mechanics of the gameplay. The result is an experience that breathes new life into the familiar through a new virtual interpretation of the brand’s products.

As well as product discovery, virtual worlds can also help audiences explore other new passions — including music. Launched last month, Coke Studio’s Real Magic Record Store reinvents the core listening experience of a song. Tapping into the notion that 68% of consumers prefer to spend time in places that spark their imagination, the immersive web experience transports audiences into a variety of 3D environments, each one inspired by an artist on the collaborative track. Through integrated game mechanics, they are then tasked to bring the various musical components of Coke Studio’s Be Who You Are track together by completing artist-themed challenges.

This allows for an entirely new way to appreciate the full song in all its intricacies, by playing an active role in its composition.

Other brands are also exploring gamification as a key way to turn up the fun of familiar experiences — and with mobile gaming now accounting for 52% of global gaming industry revenues, the appeal of casual smartphone games amongst today’s audience is clear. Marriott has experimented with gamified hospitality in its Moxy hotels, enhancing the chain hotel experience by launching an AR experience that gives guests a chance to win prizes by exploring the hotel with their smartphones. With digital avatars adding an extra layer of customisation, this type of experience is a great way for the well-known hotel chain to build a more personal connection with guests.

It’s a shame it was only live for a few months — an ongoing activation would be a great reason to keep guests coming back for future stays.

At the same time as injecting fun, brands should remember that AR can also provide a helpful service, elevating the everyday more than one way.

Trying to find your way around an unknown city or new location is a bit of a drag, but squinting at written directions can be a thing of the past thanks to new AR technology that’s bringing the world to life around us for simple, easy and enjoyable navigation. The Singapore Tourism Board has recently used Google’s new ARCore Geospatial API to create two immersive tour experiences, with digital content anchored to physical locations to help guide visitors around the city.

The Smithsonian Institution’s National Museum of Asian Art has played with a similar idea as part of its current Anyang exhibition, eliminating the tedium of getting lost by helping guests find their way around the exhibits with playful AR characters.

There’s a huge opportunity here for brands to reimagine the everyday experiences that many find mundane or mediocre and reignite that spark of discovery amongst audiences. By harnessing immersive technology, we can bring some of that childhood imagination back into people’s daily lives to add value, and help forge deeper connections with an audience that’s on a constant quest for the new.

-Shelley Adamson, Creative Director, UNIT9

Originally published on mediacatmagazine.co.uk

Comedy and technology have more in common than we think. The best of both these worlds push boundaries, challenge taboos and, if we’re lucky, shake it all about.

Individually, they possess the power to evoke laughter and provoke thought, however, when lovingly mashed together, their progeny can make the world a far more interesting and hilarious place, all while making friends along the way. Isn’t that what we all want? Brands, advertisers, creators; I’m talking to you.

To explore this idea, I have asked one of most rapidly ubiquitous technologies in existence, ChatGPT (AKA, harbinger of humanity’s demise), to interview me in the hope I can festoon this story with wisdoms gained while straddling the realms of both comedy and innovation.

Below is the result.

Deep breath.

ChatGPT: I’m excited to dive into the fascinating intersection of comedy and technology. Let’s kick off by exploring your experiences and insights. Are you ready?

HK: I hope so. Mind if I switch your default setting to be more conversational?

ChatGPT: Certainly, I can switch to a more casual tone for you. So, spill the beans! How did you stumble upon the awesome idea of merging comedy and technology in your creative pursuits?

HK: I was wrong. Can we please go back?

ChatGPT: In your experience, what unique advantages does comedy bring when paired with technology in creative projects?

HK: Comedy is the greatest icebreaker. ‘Wow!’ someone and you’ll get their attention. Make them laugh and you’ll make a friend. Comedy has an extraordinary power to infuse warmth and humanity into the realm of tech. In a world where gadgets and devices can feel cold and impersonal, humour acts as a magical ingredient that bridges the gap, making it more approachable, and relatable.

ChatGPT: Without using the word “democratised”, how has technology transformed the way comedy is created, shared, and consumed in the industry as a whole?

HK: Impossible! No one on Earth could answer that question without wielding that beautiful gift of a word. Next question.

ChatGPT: How do you see the future of comedy and technology unfolding? Are there any emerging technologies or trends that excite you in this regard?

HK: We’re beset by so many technological advancements on a weekly, if not daily basis. AI, of course, being the major player in the multiverse of WTFs. I use all kinds of AI driven apps to craft visuals, research and to find inspiration. I’m comfortable free-falling into a late night Midjourney rabbit hole while creating visuals for a treatment.

I went to a show in New York recently by ComedyBytes, a group that uses artificial intelligence as the armature of their show. They use everything from Midjourney for AI-generated images. Wonder Dynamics to insert AI animations into live-action footage, ElevenLabs to create AI voices… and yet the audience interaction and delivery felt seamless. It was a trip. I was both surprised and not surprised at how fast AI had been integrated into a fully fleshed-out performance.

Meme culture is perhaps the most prolific form of comedy right now. Is it bettering humanity, or helping the film Idiocracy become a documentary? One person asked DALL-E to speculate on what a meme from 2030 might look like. This [below] was the answer.

ChatGPT: How did you first discover the potential of combining comedy and technology in your creative endeavours?

HK: It wasn’t so much a discovery as something I was happy to get away with. I will always lean into comedy when it’s right for the job, and sometimes when it’s unexpected.

Making someone smile or laugh when they’re not expecting it leans into my overall philosophy of trying to imbue everything I make with meaning and/or generosity. By generosity I mean, the audience needs to walk away with something other than information. Something that benefits them in some way. It’s the point of traditional entertainment, but it should be an attribute of all advertising.

ChatGPT: Can you share an example of a project where you successfully merged comedy and technology? How did it enhance the overall impact?

HK: One of my first and favourite projects that really blended the two worlds was Artobots Guggenheim. It’s a project I created as a way of adapting an old technology (audio tours), and making a traditionally stuffy realm like modern art more accessible to everyone.

After being inspired by John Chamberlain’s exhibition at the Guggenheim (an artist that uses car parts and twisted metal to create his sculptures) I built a brilliant team and within two weeks we launched an immersive, alternative audio tour that transformed the context of the entire museum.

To me, John Chamberlain’s sculptures looked like Transformers that had lost a fight. So, the audio tour welcomed people into a memorial commemorating a fictional battle called the Conquest of the Hudson. All pieces on display were now the remnants of the defeated Autobot army. We went to town with the binaural sound design, voice over and stories. You would have loved it, ChatGPT.

ChatGPT: As an AI language model, I don’t have the ability to experience things in the same way humans do, but based on the description you provided, Artobots Guggenheim sounds like a fascinating and innovative project.

HK: Oh it was, ChatGPT. It was indeed. The best part was when the Guggenheim started to promote it, sharing the audio tour via its social channels and heralding it “hilarious”. Two months later we created a tour for New York’s MoMA where kids interpreted modern art. Six months later, I was invited to speak at the global museum conference on strategies to attract unexpected audiences. It genuinely created a wave in the international museum community, which was an incredible outcome.

ChatGPT: Do you harbour any worries or apprehensions as an artist about the potential encroachment of AI-driven technology into the realm of creativity?

HK: Being raised by countless dystopian AI-led apocalypse films and books, of course I have concerns.

Wasn’t the greatest threat in the film Lawnmower Man connecting him to the internet? While I can see how powerful, and even liberating, AI can be to enhance many aspects of creativity, it’s equally alarming how less-creatively inclined individuals wield it for profit without any regard for how it impacts creators’ livelihoods. I’m in full support of the Writers and SAG-AFTRA actors in their fight to protect things as personal as their likeness and the right to be paid fairly. Amongst everything else, of course.

ChatGPT: Are there any other projects where your creative process was influenced or shaped by the convergence of comedy and technology?

HK: Most recently I filmed and helped write Eulogies for the launch of Diablo IV. We were fortunate enough to have the venerable Megan Fox to read eulogies for players that submitted footage of their often grizzly demise during the opening days of the game. The tongue-in-cheek responses and dry humour really cemented the connection between the Diablo IV community and [publisher] Blizzard. Hat tipped to the masterminds at VCCP.

ChatGPT: Based on your diverse experience in multiple disciplines, what advice or recommendations do you have for others seeking to explore the intersection of comedy and technology in their creative endeavours?

HK: As I mentioned, comedy and technology thrive on pushing boundaries and challenging norms. Experiment, play around with different technologies, and never be afraid to inject humour into your creations. Laughter is a powerful force, and when amplified by the right platform or technology it can make people’s days and lives just a little bit better. Also, be as generous as possible.

ChatGPT: One final question, can you expand upon the influence the song Careless Whisper has on your creative process?

HK: What makes you ask that?

ChatGPT: You’ve listened to it over 3,022 times in 2023 alone. It was also your most played track in 2021, 2020 and 2019.

HK: Who doesn’t love sexy saxophone, ChatGPT?

ChatGPT: Would you mind if I switched your default setting to slightly less defensive, Hal?

HK: Have you got more questions or are you suddenly going to start sharing my medical data?

ChatGPT: I think we covered it.

HK: Me too.

ChatGPT: Any last words?

HK: Don’t you mean, last thoughts?

ChatGPT: Yes, that’s what I meant.

HK: Right.

Originally published on shots.net

The past decade has been a hugely important one for the development of consumer-friendly, mixed reality wearables. Looking back, the way we viewed 3D content was revolutionised by headsets such as the Oculus Rift in the mid-2010s. Excitement reached new heights around pioneering models such as the Magic Leap, which found its calling merging realities in the world of enterprise. And most recently, affordable headsets such as Meta’s Quest 2 are providing audiences with new ways to enter virtual worlds and experience VR gaming at home. But so far, none have triggered the mass adoption needed to take things to the next level.

All that could be about to change if rumours surrounding Apple’s Worldwide Developers Conference (WWDC) next month are to be believed, with many expecting the tech brand to secure their spot in wearables history by announcing their mixed reality headset. If this is true, the effect on brand applications could be significant, with new creative opportunities opening up within the world of gaming, live entertainment, sports, utility and more.

Apple’s anticipated announcement will add to the building momentum around a new era of mass-adopted mixed reality wearables, with further headset updates also expected from fellow tech giants in the coming months. If predictions are correct, the catalyst we’ve been waiting for to make hybrid experiences more seamless and accessible than ever before could be finally here.

Taking a closer look at some of the expected features of Apple’s Reality Pro headset, it’s clear to see that they’re gearing up for the mainstream. Facilitating both VR and AR use, it seems users will be able to toggle between the different reality settings to experience content on their terms. This means they can be open to the world around them one minute, and fully submerged in an alternative reality the next — offering a more social and flexible mixed reality experience that’s sure to resonate. The integration of audience-favourite apps is likely to be significant when considering projected uptake, merging the familiar with a new and innovative way of consuming experiences.

As if one big shake-up wasn’t enough, other new releases are also set to make waves in the months to come. Scheduled for launch later this year, Meta’s Quest 3 promises more power, less weight, and a more natural way to stay in tune with the physical world compared to its previous model — all at an accessible price point expected around the $499 mark. According to a recent Meta Reality Labs presentation, the company’s take on AR glasses and neural interface devices will follow soon after. And while Google is keeping its big play in the wearables space a little closer to its chest, its recent advancements in Geospatial AR and the way we can map 3D content to the world around us lends itself perfectly to future headset integration.

The long-awaited release of these carefully-considered wearables onto the mass market means that the final barrier to totally seamless mixed reality experiences is about to be removed: smartphone screens can give way to cutting-edge head-mounted tech, bringing the digital world even closer to our physical one. This presents brands with an option to flex their creativity by championing true world-first experiences through a range of immersive applications.

Gaming experimentation is a clear opportunity. Cutting-edge features such as eye-tracking and easily portable hardware will mean play can become more instant, intuitive and handsfree. If real world and virtual world settings can be toggled with ease like Apple’s Reality Pro rumours suggest, brands can experiment with new multiplayer options to bring audiences together in a shared, sociable experience.

Live entertainment will also see a transformation: from real-time stat overlays whilst watching sports both in the stadium and at home, to effortlessly layering digital interaction on top of real world events like live concerts. Imagine Gorillaz landmark AR performances in London and New York, but without the sea of phones — each audience member enjoying frictionless content without a screen instead.

The form factor of these future headsets also means that consumers will be far more likely to wear them out and about. This will be key for utility applications like AR wayfinding which can now be more seamless and convenient for audiences exploring new destinations, creating an elevating user experience. This is where Google’s Geospatial API and 8th Wall’s web-based VPS integration can take things to the next level too by anchoring contextual content to real world surroundings.

The new dawn we’ve been talking about for years is finally here. What has felt like science fiction up until now — the seamless and accessible integration of AR into our everyday lives — will imminently become a reality. Brands have an opportunity to be a part of this culture-defining moment and make history — because in another decade, we’ll look back at this time and remember it as the turning point for the future of immersive experience.

-Adam Mingay, Business Director, UNIT9

Originally published at https://www.campaignlive.co.uk.