LET’S TALK ABOUT CREATIVE TECHNOLOGY.
let’s talk about creative technology.
Creative Technology. While it sounds pretty cool, it still takes a good couple of examples to explain what it actually means. So I wanted to do just that, looking at what 2022 might look like in terms of creative technology experiences.
After all, it’s not so much about the technology itself, but about the emotion, the experience awakens with the audience. Finding people’s imagination and going beyond that.
1. PHYSICAL MEETS VIRTUAL
While these last few years felt really slow and sometimes lonely, it seems like this year will be very much focused on bringing people together. And it’s safe to say that we all couldn’t be happier to go out, meet, interact, engage. Brands are really trying to bring people together physically as well. Activations, events, festivals, you name it. And technology is playing a huge role, amplifying the overall physical event. Visualisation, video mapping, CGI content and interactive technology such as Kinect create memorable, interactive and immersive experiences.
2. Social evolves to gaming
Facebook, Instagram, Snapchat. Social media. They bring people together, right? Well, that’s shifting. Gaming is where communities are being built nowadays. Millions of people are spending more than 3 hours per day on platforms such as Roblox, connecting and interacting in (branded) environments. Gaming is a foundational part of the metaverse, not only because of the fun elements to it but mainly because the metaverse relies on the same technology and skills the gaming industry has been developing for years. We just developed a game for MAC cosmetics. It’s only been live for a few days and the user data is quite mind-blowing. And to be honest, lots of people play during office hours. Talk about brand engagement.
3. AR is unvisibly everywhere
When you were a kid, didn’t you ever fantasise that there was more to the world than what you were seeing? Well, Augmented Reality might give an answer to that fantasy. And a lot of brands are integrating the technology into their brand strategy as we speak. Some voices are saying that AR is where the “real” metaverse will happen. At least for now. It’s an easy transition into “virtual” because it’s based on something you know as the real world. And that’s where the potential lies, specifically for entertainment. It’s a magical, digital layer on top of the world as we know it. Something as exclusive as a Jeff Koons piece of art is now available to anyone with a smartphone, because of AR.
4. VR may get its moment
Consumer VR headsets have been there since the 90s. But the technology hasn’t reached its true potential. That might change. The hardware cost has been lowered quite drastically and throughout the pandemic, the adoption of VR grew. The main feature of VR is still proper one on one engagement. There is no interruption, there are no WhatsApp notifications or emails coming in. When you’re in a VR world, you’re 100% in it. So when it comes to VR’s role in the Metaverse, it’s really all about disconnecting completely from the real world. At least for a moment. And to millions of people today, that’s something that’s very appealing.
5. Content is still king
We're coming from a period where content had to be short. 6 seconds was becoming long-format. But there’s a shift here as well. No matter the platform, the technology or the audience. Storytelling is still the one thing that relates to us all. And let’s face it, the metaverse is fundamentally about content. Whether it’s a proper virtual environment, a game, an AR experience. They all include a story being told or it allows the user to create their own. When over 9 million people watch a 10 minute long Balenciaga ad on Youtube it’s probably because there’s great content involved. And also probably because of The Simpsons.
We can literally talk all day about Creative Technology and everything that combines innovation and creativity with technology and storytelling. I believe the real opportunity for brands can be found in culture and self-expression. The digital world has always been a place where people could represent themselves the way they wanted. And I’m definitely looking forward to how the Metaverse will grow, because of the impact it can have on people expressing themselves in new ways and their freedom to connect and interact with one another.
So the pressure for brands is on. It’s not about delivering any type of content anymore. It’s about delivering experiences that make us feel something. And it’s very exciting to see what exactly that challenge will bring when brands will combine creativity with technology.
