Experiential Marketing expert  –  Richard Loader  –  joins Visualise as an Immersive VR and AR Producer to help brands push possibilities in a new generation for the events and marketing industry

With a lineup of groundbreaking projects behind him, Richard Loader has joined our agency with a thirst for progress and innovation. Having worked in experiential PR for the past 10 years, at the likes Edelman and CSM Live, Richard has been involved in some of the most cutting edge work coming out of the industry this decade. 

His most recent project with global footwear powerhouse – ASICS – cemented his move to the world of VR after he and his team designed an immersive experience to replace a cancelled large-scale launch event for a selection of new product lines. With a virtual, ultra modern environment and animated functions creating two-way engagement, the new immersive experience allowed press and influencers to experience the product without physically being there to touch, feel and test the shoes.

Richard also worked with Microsoft taking on the challenge of launching a range of premium devices early on in the COVID-19 outbreak. The team focused on up and coming musicians who had seen their livelihoods ripped out from underneath them as tours all over the country were being cancelled. From this they built a digital immersive experience using completely new tools which ‘un-cancelled’ a live gig with newcomer, British artist Jade Bird. As a gift to other musicians, Microsoft shared the techniques they used so others could emulate the experience. 

With this first hand experience of guiding a global brand into a pandemic world where events, communication and experiences had to be rethought, reimagined and rebooted; Richard’s move to Visualise was a natural progression. He now hopes to further this success, working with brands and organisations who want to change the game with immersive technologies.

Throughout his career Richard has worked with a range of global clients including Microsoft and British Airways along with well-known events like CES and the Farnborough Air Show. 

Speaking on his new role, Richard said: “Having worked on some challenging projects at the early part of this year I know how difficult it is out there at the moment. There’s an innovation that’s being forced to happen  – you can see it right across the industry  – this is a huge opportunity to rip up the rule book and turn things on their head. 

“With these experiences, I have been able to really understand what companies like Visualise do and really embrace it. It is the future and with the world the way it is at the moment, we are all looking for new ways to activate messaging and engage customers. VR can be the answer for many brands and we are uniquely positioned to make this happen. This is a really exciting time to be at a company like Visualise and I’m looking forward to what the future holds.

“Of course there is a lot of sadness, because the industry I have worked in for my whole career is seeing widespread decline and budget cuts from clients but within that there are pockets of greatness. I would always say to anyone that’s been working in experiential and events, that with technologies like VR, our skills, our creativity  – the experience we have of storytelling – there is a place for us in this new medium and to brands, there’s a space for you too.”

CEO and Founder of Visualise, Henry Stuart said: “We’re hugely excited to have Richard on board, his experience at globally renowned agencies is invaluable and will undoubtedly have a positive impact on what we do. With lots of brands looking to reimagine how they communicate, Richard is getting stuck in straight away, taking on seasonal projects for global names. Whoever thinks that Christmas won’t be happening this year is wrong, it’s certainly still on our calendars in adland!”