The world of immersive content production is very fragmented – it’s an emerging tech space with lots of companies looking to have the ‘go to’ platform for content. This means lots of options but not one simple place to put experiences. Some forms of immersive content are simpler than others but here we’ll look at the main areas and how we approach each of them.

Augmented Reality

You can make a dedicated app, allowing you to have a huge number of advanced AR features and capabilities, crucially including lidar scanning – however do people want to download apps anymore? We’re finding less and less so. We often recommend ‘WebAR’ allowing people to experience AR though their own web browser on their phone – no install needed.

Other options include Snapchat, or TikTok filters – Instagram’s Spark has shut down. We can advise on when best to use each of these platforms and when you just have to go down the in app route (as we did with Selfridges and Louis Vuitton).

Virtual Reality

Each of the big headset manufacturers has their own platforms and users they want to channel you to. This is perhaps the most fragmented area of all immersive tech. Apple, Meta, HTC, Steam and now Google all want you to use their systems, their marketplaces. This makes VR almost the polar opposite of what it’s feted to become in the future ‘the metaverse’ – which of course should be a single shared space that anyone from anywhere in any device can come to and interact with.

This means that campaigns targeting VR need careful consideration and advice to ensure the right groups are targeted. Often we produce VR experiences for events and conferences, in this case we just get to focus on the best possible platform for the project – taking in to account headset quality, price and reliability. We can then pre-load all of the content on to these devices and take them offline.

A lot of immersive content made for VR can be re-purposed as film/socials footage and as linear experiences for other platforms such as Youtube. There’s only a limited reach to VR headsets so we’re often looking for other ways to get more out of the content and increase its reach.

360 Video

Immersive films are a hugely versatile medium. We have had our content on planetariums, projection rooms, VR headsets and online on Youtube in many of our projects. Check out our work with Travel Nevada and the Macallan to see how the content can be used.

Immersive content strategy for 360 video projects often works out with a ‘hero’ launch on VR headsets, event or location based. This is then often followed by a launch online – to YouTube or a web player along with publications of content to VR platforms. The footage can also be exported for traditional socials, with multiple output options as 1×1, 9×16, little planet projections and much more.