The Business Impact of Immersive Design for Events
Summary
TLDRIn this immersive design session, Phil, the creative director at New Horizons, interviews Melissa Lawson, Chief Content Officer at cell GP, and Candice Davis, Director of Event Programming at vfares. They discuss how their companies utilize augmented reality, 3D design, and live content strategies to enhance audience engagement and create unforgettable experiences in the sailing and event tech industries. The conversation delves into the challenges of making niche sports accessible, the integration of AI in event design, and the potential of immersive technologies like AR and VR to revolutionize the future of live events and virtual experiences.
Takeaways
- 🌟 Phil introduces the session on immersive design with experts Melissa Lawson and Candice Davis, highlighting their roles in content strategy and event programming.
- 🏄♀️ Melissa explains cell GP's innovative approach to sailing, transforming it into a fast-paced, spectator-friendly sport with global appeal and teams from various nations.
- 📊 The importance of live line graphics in cell GP's broadcasts is emphasized, providing meaning and understanding to the races for viewers at home.
- 🚀 Melissa discusses the technical aspects of cell GP's broadcasts, including the use of GPS, helicopters, and specialist cameras to create the augmented reality graphics.
- 🌐 Candice talks about vfairs, an all-in-one event platform that offers hybrid, virtual, and in-person event solutions, emphasizing the company's global reach and customizable offerings.
- 💡 The session highlights the power of 3D design and virtual environments in creating immersive experiences for events, enhancing audience engagement and providing unique value propositions.
- 🔄 The conversation touches on the potential of immersive technologies like AR and VR in the future of sports broadcasting and event planning, suggesting new ways to enhance audience experiences.
- 🌱 Sustainability is a key theme in cell GP's operations, with a focus on reducing environmental impact through the use of technology and eliminating single-use plastics.
- 📈 Candice shares success stories of early adopters of virtual events, showcasing the benefits of virtual environments in reaching a global audience and generating sponsorship revenue.
- 🎮 The importance of gamification in virtual events is discussed, with vfairs creating in-house solutions to keep attendees engaged and to measure the success of these elements.
- 🔮 Looking ahead, the speakers contemplate the future of immersive design, with possibilities ranging from headsets for athletes to AI integration in event content and design strategies.
Q & A
What is the role of Phil in the discussion?
-Phil is the Creative Director of New Horizons and is leading the discussion on immersive design.
What is Melissa Lawson's position at Cell GP?
-Melissa Lawson is the Chief Content Officer at Cell GP.
How does Cell GP differentiate sailing from other sports like the America's Cup and the Olympics?
-Cell GP focuses on a fast-paced version of sailing that is more like an extreme sport, with races held in stadium-like atmospheres making it accessible to fans. Unlike the America's Cup, which involves elite teams with expensive boats, or the Olympics, which is more amateur, Cell GP uses one-design boats to ensure the competition is about the athletes' skills rather than the boats' design.
What is the significance of the Live Line Graphics in Cell GP's broadcasts?
-Live Line Graphics create a stadium on the water, giving meaning to the racing by allowing viewers to understand the course and competition. Without these graphics, the race would appear as organized chaos, making it difficult for casual viewers to follow.
How does V Fairs integrate technology like AI and 3D design into their event platform?
-V Fairs uses AI and 3D design to create customizable event experiences for their clients. They work with technologies like meta and integrate AI to adapt to new advancements, offering solutions for virtual, hybrid, and in-person events.
What is the main challenge that Melissa and her team face in making sailing more understandable to a broader audience?
-The main challenge is to explain the intricacies of sailing, which is a niche sport, in a way that is accessible to casual viewers. This involves using technologies like augmented reality graphics to visually represent the race dynamics and make the sport engaging for spectators.
How does V Fairs ensure that their event platform remains relevant and engaging for attendees?
-V Fairs focuses on creating immersive and interactive experiences through the use of virtual environments and gamification elements. They also prioritize sustainability and offer global reach, allowing for a diverse attendee base.
What is the environmental approach that Cell GP takes in their events?
-Cell GP uses a remote production approach, which reduces carbon footprints by minimizing the need for physical presence at the event location. They also avoid single-use plastics and use virtual sponsorship graphics instead of physical signs.
How does Candace Davis's role as Director of Event Programming and Creative Services at V Fairs contribute to the success of virtual events?
-Candace Davis oversees event programming and creative services, ensuring that V Fairs' customers achieve success with their virtual, hybrid, and in-person events. She also hosts a podcast called Epic Events, where she discusses trends in event technology and the industry.
What potential future applications of immersive technologies do Melissa and Candace see for their respective industries?
-Melissa sees potential for immersive technologies like VR to assist sailors by providing real-time data without disrupting the boat's aerodynamics. Candace envisions a future where virtual events in the metaverse offer more interactive and personalized experiences for attendees.
Outlines
🎥 Introduction to Immersive Design and Expert Guests
The video script begins with Phil, the creative director of New Horizons, introducing himself and the topic of immersive design. He welcomes two experts in the field, Melissa Lawson, the chief content officer at Cell GP, and Candice Davis, the director of event programming and creative services at VFares. Phil provides a brief overview of their roles and experiences, setting the stage for a discussion on immersive design and its applications in various industries.
🌊 Discussing Cell GP's Disruptive Sports Startup
Melissa Lawson elaborates on Cell GP, a sports startup that brings a fast-paced version of sailing to fans globally. She explains the company's innovative approach to making sailing more accessible and understandable to a broader audience through 360 Live content strategy and immersive design. Melissa highlights the use of live line graphics to create a stadium on water, enhancing the viewer's experience and making the sport more engaging.
🎨 VFares' Role in Virtual and Hybrid Events
Candice Davis introduces VFares as an all-in-one event platform that specializes in virtual, hybrid, and in-person events. With over 12 years of experience in event planning, Candice discusses the company's focus on creativity and design in virtual events. She talks about the integration of AI and other emerging technologies in event strategies, emphasizing the importance of customization and the creation of immersive environments for attendees.
🏎️ The Intersection of Immersive Design and Audience Engagement
The conversation shifts to the commonality between Cell GP and VFares in terms of audience engagement and the value of immersive design. Phil asks Melissa about the live audience experience at Cell GP events, and she describes the atmosphere and the use of augmented reality graphics to enhance the broadcast experience. The discussion highlights the importance of technology in making sports more understandable and engaging for viewers.
🌐 The Technology Behind Cell GP's Augmented Reality Graphics
Melissa delves deeper into the technology used by Cell GP, explaining that it's based on GPS positioning and requires careful setup and rehearsal. She talks about the use of helicopters with specialist camera systems and the challenges of adapting to changing conditions. Melissa also discusses the environmental benefits of their remote production approach and the potential for sponsored graphics in the virtual environment.
🚀 VFares' Success Stories and Gamification
Candice shares success stories of VFares' clients, emphasizing the importance of early adaptation to virtual events. She talks about universities and trade shows that benefited from virtual events and the unique opportunities they provided. Candice highlights the role of gamification in enhancing attendee engagement and the customizability of VFares' platform to meet brand needs.
🌴 Recreating a Luxury Beach Resort in 3D for a Virtual Event
Candice recounts a specific success story where VFares recreated a luxury beach resort in 3D for a virtual conference. She describes the process of recreating the resort's architecture and aesthetics, and the impact it had on attendees. The story illustrates the power of 3D design in creating memorable and immersive experiences, as well as the potential for customization to enhance the event's appeal.
💡 Future of Immersive Technologies in Sports and Events
The conversation turns to the future of immersive technologies, with Phil and Candice discussing the potential impact of VR, AR, and AI on their industries. They explore the idea of athletes using headsets for strategic purposes and the possibility of audiences having the same experience as the broadcast. The discussion also touches on the challenges of adoption in the event industry and the excitement around new technologies.
📝 Final Thoughts on Immersive Design and Its Applications
In the concluding part of the script, Phil thanks Melissa and Candace for their insights into immersive design and its applications. He reflects on the wide range of possibilities for brands to capitalize on immersive design. The session ends with a transition to the next speaker, Darren, who will discuss video marketing.
Mindmap
Keywords
💡Immersive Design
💡Augmented Reality (AR)
💡3D Design
💡Sustainability
💡Virtual Events
💡Gamification
💡Broadcast
💡Virtual Reality (VR)
💡Artificial Intelligence (AI)
💡Sustainability in Sports
Highlights
Phil introduces the session on immersive design with experts in the field, emphasizing the importance of audience engagement and making events understandable and enjoyable.
Melissa Lawson, Chief Content Officer at Cell GP, explains how her organization brings a fast-paced version of sailing to fans globally, using immersive design to make the sport accessible and exciting.
Cell GP uses augmented reality graphics to create a 'stadium on the water', allowing viewers to understand the race dynamics and enhancing the spectator experience.
Candice Davis, Director of Event Programming and Creative Services at Vfair, discusses the role of virtual and hybrid events in modern event strategy, and how technology is key in achieving success in these formats.
Vfair's platform is highly customizable, integrating AI and specialized cameras to provide a unique and engaging virtual event experience for attendees.
Melissa highlights the importance of sustainability in Cell GP's operations, using technology to reduce the environmental impact of their events.
Candice shares her personal success story with Vfair, transitioning from a customer to a part of the team, and the impact of gamification in virtual events.
The discussion touches on the potential of immersive technologies like AR and VR in the future of event design and broadcasting, and how they could revolutionize audience engagement.
Melissa and Candice emphasize the importance of collaboration and synergy in creating innovative and impactful immersive design solutions.
The session explores the idea of using immersive design as a supplement to main content, such as enhancing a safety webinar with 3D or augmented reality elements.
The speakers discuss the challenges and potential solutions in adopting new technologies like AI and VR in the event industry, highlighting the need for open-mindedness and innovation.
Candice talks about the power of 3D design in creating memorable and impactful virtual environments, such as recreating a luxury beach resort for a corporate conference.
Melissa shares insights on the technical aspects of Cell GP's augmented reality graphics, including the use of GPS positioning and data capture from boats.
The conversation delves into the potential of simulators and other immersive tools for athlete training and fan engagement in the future.
The speakers agree on the importance of creating a compelling story through technology, using immersive design to amplify narratives and make sports more understandable and engaging.
The session concludes with a discussion on the future of immersive technologies and their potential to transform the event and sports industry, with a focus on sustainability and audience engagement.
Transcripts
[Music]
but I'm Phil I'm the creative director
of New Horizons here at supersize a
leader team of augmented reality and 3D
design Specialists and we've got another
exciting session for you on immersive
design and I'm joined by two experts who
use immersive in their kind of core
product offerings first I'd like to
introduce Melissa Lawson Melissa is the
chief content officer at cell GP a
global organization bringing a
fast-paced version of sailing to fans in
her role Melissa is responsible for
providing creative leadership and
implementing a 360 Live content strategy
from negotiating it's quite a lot to
read this one from negotiations key
Acquisitions and content production and
Partnerships programming she has worked
at in production for over 15 years at
companies like meta and Red Bull media
house welcome Melissa
thank you lovely to be here pleasure so
we also have our second speaker the
wonderful Candice Davis as the Director
of event programming and creative
services at vfares events like this are
some are Candace's bread and butter she
oversees event programming and creative
Services ensuring vfares customers are
achieving continued success and positive
outcomes with each virtual hybrid and
in-person event they host Candice also
runs an awesome podcast called epic
events where she sits down with event
professionals from across the world to
discuss event Tech and event industry
Trends welcome Candace thanks so much
for having me Philip it's great to be
here
awesome well welcome to you both uh
there's lots to cover today and this is
a very big wide topic and you guys both
come at it from different areas so I
think to start off with
um as an introduction to both of your
kind of companies and your roles uh I'd
like to kind of just yeah unpack what
what your you know kind of offerings are
so Melissa I'll hand it to you cell GP
has a really interesting kind of product
offering audience base you know all of
the things that it does I would really
like to kind of understand you know what
self GP is what it stands for how you
use immersive so I'm gonna hand the mic
to you kind of tell us about all what
you do
no problem uh so cell GP is a highly
disruptive uh Sports startup
um in in the space of sailing but we we
rarely refer to it as sailing it's it's
racing on water it's
um it's 10 teams
um from net from different nations so
anywhere from Australia to Germany with
Sebastian Vettel just you know joining
us with his German team
um to
a large number of global destinations so
we've got a 12 different destinations
around the world Sailing In general is
not a sport that you watch on TV you
know probably most people would have
seen sailing in two different
um environments one being the America's
Cup where it's two extremely Elite teams
you know billionaires running very very
expensive boats it's all about the boat
design and they basically pit two boats
against each other and whoever wins wins
the America's Cup uh quite an epic
racing series but it's long and
um
mainly involves similar sort of sailors
to to the ones who compete in cell GP
and then we have
um you know the Olympics where it's
actually quite amateur
um and and there's a large range of
different types of boats and they
compete
um in you know open water and then then
it gets more Niche and more niche as you
go into ocean racing and match racing
and
um around the world racing and all these
other things so basically what cell DP
is trying to do is bring uh you know
this sort of racing to the people so we
always race in stadium type atmospheres
um which which is weird but we're just
at Chicago's Navy Pier on you know two
weeks ago San Francisco at the Golden
Gate Bridge Centro pay there's there's a
wonderful Bay there at Sydney Harbor so
so basically it's touchable by fans
um One Design boat so it's not
billionaires just making the best boats
every single boat is the same and it's
it's it's the best athletes in those
boats who win it's very very fast and I
would I would describe it as more like
an extreme sport it's it's very similar
to I you know high-tech racing on water
um and I guess one of the biggest
problems that we had to solve is it's
great you know you have these boats out
in water but but when when you hit the
start like there's one key thing start
line is where the race uh has already
sometimes been won right so getting to
the start line is super important but
after that it's it's a series of boats
going around different markers and I can
tell you 100 I'm not from a sailing
background so when I came to the sport a
year ago I had to sort of figure out how
do we talk about sailing which is so uh
niche in so many different communities
uh describe it as as racing and then
make it understandable to
um anyone who Tunes in as a casual
viewer luckily cell GP had something
called live line graphics which creates
the stadium on the water and those
Graphics basically give meaning to what
we're doing otherwise you're just seeing
a ton of boats sort of lining up for a
period of time and then they go uh and
it and it looks like organized chaos as
soon as you put the live line Graphics
down over
um that that course suddenly everything
has meaning uh and and the boats sort of
compete against each other along a
ladder line and then you can see who's
winning even if they're going in a
different direction for what you assume
the winner would go so it's I guess
create the race track essentially is and
so you can understand
Exodus in you know kind of you know cool
ways if that didn't exist you if if
immersive graphics on top of what you're
what you're doing in the broadcast sense
didn't exist no one would really
understand what's going on it would just
be a bunch of bugs it is it is probably
closer to the reason for having the
sport than anything else like if you
can't explain to my kids who's winning
in a sailing race very easily they're
not going to watch it so you know what
what we really see is you know and
that's when I talked about we're
extremely disruptive because we have
that field of play you know mapped out
and it comes from you know specialist
cameras that that have that augmented
you know reality graphics on there and
then I can talk a bit a bit later about
how we sort of commodify that as well
and and we're able to to Really create
um a regular uh sporting platform out of
out of those Graphics that's I mean it's
so cool there's so much to unpack and I
think uh we'll definitely get into the I
love it I love I'll probably ask a few
technical questions but you know even if
you don't want to tackle them but I'm
really up for kind of deep diving deeply
into into why this is such a compelling
value proposition Candice
um V fairs have been a bit of a Mainstay
for quite a few years now in kind of
uh virtual hybrids immersive events and
have you um yeah pretty unique value
proposition as well I'd love to know a
bit more about the company and what you
do
yes um so I am the director of event
programming and creative Services I get
to do the fun stuff you know um I've
been an event planner for over 12 years
and it really is a big passion of mine
and just being able to couple my
experience with you know creativity and
design you know bring on Virtual events
I mean that really has been a big place
um that I found you know with my career
throughout the years and so I've been at
me fairs for two years we are an
all-in-one event platform so we are in
event Tech which is a very interesting
time to be an event Tech right now which
we're very proud of
um we have about 300 employees globally
all around the world that's what I love
about what we do and also our customers
are spread out you name them they're
there you know
um so we do hybrid virtual and in person
we have a component for each of those we
have products and solutions that our
customers come to us with they have you
know a strategy they have a problem to
solve whether there to help with both of
those we say so our platform is very
customizable which we really love that
about it we work in 2D 3D design of
course we're working with meta and
integrating AI of course chat GPT has
been a big thing for all of us in event
Tech too really adapting and embracing
all these new technologies which changes
every single day but it's exciting we've
been around for about eight years as a
company and we see virtual events as
kind of the first thing that really got
us started in the industry so we really
started career jobs fair you know fairs
that sort of thing and kind of landed
into all the other use cases that have
come along for our customers so
conferences trade shows
um you know job fairs Career Fairs like
I mentioned and so many more that we do
so I am just happy to to be able to work
with our customers every single day and
helping them to determine their
strategies because it's really hard when
you've never done events like this
virtually before
you really need some help and guidance
from someone who's been in the industry
for a while doing these things to help
guide so that's really what I'm here to
do as well is to help determine you know
strategies and design to go forward to
create these virtual environments that
their attendees will be
um you know seeing and kind of getting
into so like you mentioned our podcast
comes out monthly epic events I get to
sit down with event professionals all
across the world which is one of my
favorite things to do and talk about the
trends that we're seeing in Events maybe
some things to be aware of some topics
that you know need to be covered that
are happening at the moment
um and that's quite a few hats but uh
that's what I do here awesome yeah I
mean I think I guess both even though
these are I guess both ends of the
Spectrum in terms of immersive design 3d
design how it's articulated
the kind of commonality here is audience
engagement and making sure everyone has
the kind of the most value out of the of
the core propositions whether that is
bringing people together in person or
hybrid or through broadcast I guess
there's is there Melissa can I ask is
there an actual live audience element to
cell GP or is it is it predicated on on
the on the broadcast is that where
everyone is
no the live the live audience are there
so Stadium Racing so we have
um you know Cadiz for example there's 70
000 people
wow on site watching the racing but what
they can't see is the augmented reality
Graphics so they get a completely
different experience being on site it's
um for me for them it's more like a
football atmosphere you know they've got
the flares going they've got the drums
going you know and and they're um
you know able to go to concession stands
and do all those real things that you
want to go to a sports event for
um but until you get home and watch it
on the broadcast or on on on YouTube you
really unless you're a sailing
Aficionado you really won't understand
who is winning at what time so you can't
see the Jeopardy of what's going on so
the broadcast audience with this sort of
racing really gets to understand if
Australia you know finishes One ladder
line in front of New Zealand at that
particular marker then it would be very
hard for for New Zealand to to take them
over at the next Market but so you can
sort of see boats I guess and the
broadcast audience really
moving up those ladder lines uh in a
racing format so that that core
technology can you unpack that a little
bit for us because it sounds pretty
special and pretty Cutting Edge is there
like is there any kind of core
technology or design or or way that it's
approached that is particularly like
unique or Innovative there's anything
you can kind of tell us about that yeah
it's it's patent and technology so there
is the technology is pretty much all
predicated on on GPS positioning because
it's hard to you know again the most
difficult thing about this technology is
it's on water so there's no marker for
the augmented reality
um uh lines to lay on or there's there's
no Distance by which oh okay one meter
from here we'll put put the lines out
because it's you are in a in a sorry
I'll just I'll just State on that that's
how a lot of AR because what we
generally build is a lot of like marker
based augmented reality experiences
where you can essentially track
whatever's going on in the real world or
overlay whatever's going on digitally
onto the real world but it generally
means something to to Anchor to
otherwise you wouldn't know
if it's over here or if it's over there
so is this basically GPS based yeah GPS
yeah
yeah um augmented reality and at the
moment we're using helicopters so we
have a helicopter in the air with a
specialist camera system that
um needs to be uh
you know very carefully set up we we
actually it's one of the the
disadvantages is we always have to do a
full rehearsal day before the event so
we have to have all the boats out there
um so so we can set up the course and
configure it in the right way
um and also with sailing like there's so
many things uh that changes every with
every C State and win condition the
course will change so sometimes the
course the Finish Line will move closer
to the final markers because if the
boats aren't you know performing well
because the wind is not good enough we
don't want to force our TV audience to
watch the whole thing it's not it's just
not a fun experience anymore it doesn't
feel like racing so we shorten the legs
of the race so they can finish earlier
and that's all part of our rules so
we're very much designed to fit into a
90-minute window broadcast window
whereas no other sailing you know on
Earth would do that it's it's impossible
to predict wind and water and those
sorts of things but there's a couple of
other things that we add it's not just
the sort of the Ley lines or the
boundaries we also have
um you know 10 000 points of data coming
off every boat every second so that then
pings up into the Oracle cloud
uh we we capture that data and and turn
around immediately like flags on top of
the boats uh the the speed of the boats
you know how fast they're going and then
all that technology comes back to us
um within the broadcast Center and and I
I guess the real advantage of doing it
this way is that we're we're doing an
entirely remote production so I don't
turn up with 130 people globally
um you know and you know Carbon
Footprints and you know people you know
accommodating people and people having
to get to cars to drive everywhere we we
all do it out of London
um because all those data points and
everything from those cameras is coming
back to us and we can see it in real
time so I guess there's an environmental
or sustainability approach to this as
well we don't need to put a ton of stuff
out in the water and that's that's I
guess that second layer is that we can
put
um sponsored Graphics around the field
of play as well so that you know if you
go to a football match you'll see the
LED screens with all the the changing
advertisements and for us we program
that with our sponsors beforehand and
they just roll out in a virtual
environment so
I guess we are also I should have said
at the beginning a sport that's powered
by by nature and and our motto is better
sport better Planet so we're being
disrupted from a sports perspective
but
um a huge motivator for us to do a lot
of these things is you know there's no
single-use plastics on site so we don't
have to be ripping sponsors signs off
um after we leave a venue it's all done
virtually and I think
that's been a massive Revelation to me
you don't you don't really think about
when you go to a physical event how much
of that stuff gets like ripped up and
thrown away at the end because and
literally ripped off you can't really
reuse um some of those overlays that you
put on you know science it's quite
amazing and I think that whole
sustainability angle and that and is is
you know really compelling and I just
love the fact that
technology is the enabler of all of
these things and it's such a sometimes
especially working in the space of of
immersive Technologies
we do get us the question from from
customers or from clients is like why
you know why is it sometimes a bit
novelty and Roots you know you've got
such a root cause for for for doing it
and I think then onto you Candace with
that with what I thought maybe
um in the times that should not be named
of covid uh that it kind of was the real
Boom for for virtual and it kind of
brought it into the you know everyone's
Consciousness a lot more and I guess
it's it's stuck around because of
the democratization of of us being able
to speak right now for example or and
sustainability within events but going
back to something that Melissa was
saying about like kind of sponsorship
customization all those elements that's
what I think was one of the you know
core benefits of vfares and why people
you know because Brands want to speak
how Brands speak and look how Brands
look and sometimes even though maybe on
the platform that we're on right now is
not always as customizable as a brand
needs to be able to have
immersive virtual events as part of
their program part of their marketing
part of their their voices that they're
getting out there so what what do you do
to kind of ensure that kind of Brands
can get what they want from from you
guys and have you got any kind of um
great use cases that people have used
your platform for that maybe have been
unexpected and have been really
successful
yeah you know these success stories are
some of my favorites to share I could
sit here all day and you know talk about
story after Story with customers who
have come to us because you know prior
to you know 2020 we had a great number
of customers who really adapted early to
Virtual events and a lot of these early
adopters were even some universities who
had job fairs and Career Fairs like I
talked about earlier who wanted to kind
of reach you know employees who are you
know outside of their state or even
outside of their country for some remote
work or even if they wanted to move you
know to wherever their location was for
their jobs that they were you know
handling and kind of trying to get
people in place for but um you know a
lot of trade shows and conferences were
going on virtually too and the the funny
thing is I kind of have two parts to
this the first part is I was a customer
for V fairs for about five years
and so that's like my biggest success
story
um I was on the other side you know I
was a customer coming to vfares going
hey I need some great 3D designs I need
an immersive you know environment where
our attendees can come in they know
exactly where to go I need some
sponsorship opportunities and all these
things were kind of set out in front of
me so it was a no-brainer the
gamification element was a really big
thing for us too at that time and this
was seven years ago when you know you
thought virtual event dignification a
leaderboard and getting points and you
know scavenger hunts all those sorts of
things were all virtual that was very
new you know even you know five seven
years ago and um really being the first
adapters themselves V fair is really
planning and executing and really
putting together you know their whole
you know years worth of products
um and sharing them and saying hey this
is coming down the line you know and the
the biggest thing for me is I would say
hey have you guys you know started to
work on XYZ gamification this would be
really cool for our audience and our
attendees and I'm telling you the next
thing you knew it the the team with the
dev team was together and they would
meet with me the next month and go hey
Candace we listened to what you had to
say we want to implement this and it
just blew my mind so I've been on the
other side of this and and you know so
grateful to be here be fierce now too
but that's my own you know personal
success story I have seen amazing
success from the virtual events that I
plan with for you know V fairs
um for about five years and the
sponsorship opportunities that came
along for the clients that I worked on
behalf of were absolutely incredible the
things that they couldn't do in person
that they could really capitalize on
virtually not only the global reach but
the sponsorship Revenue uh the attendees
like I mentioned just across the
different parts of the world really
impacted their business and their
strategy that helps keep them really
strong and then of course the pandemic
happens in 2020 and they were all set up
for Success they didn't have to have a
Dr plan it was already happening it was
already in place
um so there have been some really smart
you know customers and companies out
there who have really adapted early and
those uh unfortunately in 2020 who had
not had a plan together in case
something crazy happened in the world
um a lot of them you know came to us it
was a very busy year it was one of our
craziest years 20 2020 and 2021 but my
second point to this is I have a really
interesting um story to share the the
power of successful 3D design
um that really enhanced the specific you
know customer and and Conference that
came our way so
you know many of our success stories you
know are based on you know um customers
who come to us saying here's the problem
you know we're usually in person and
this was exactly the same story we have
this conference that we you know hold
annually that's super important to us
down in Boca Raton Florida
um and it was at this stunning luxury
Beach Resort and they had had this there
for years so this really kind of you
know had a big setback to them they
thought at first of going virtual and
not being you know at this amazing
Resort in Florida every single year so
they came to us back in 2020 they were a
large corporation you would all know
their name
um and so we were able to recreate sit
down with them and kind of say hey we
want to recreate we know you guys love
this Resort your attendees love to come
here your sales reps what if we recreate
this you know famous Beach Resort that
you really love we recreated 3D and
virtual
um and so they thought it kind of like
blew their mind like you guys can
recreate you know the the architecture
and all the things that we love and know
about this building and we said yeah we
can so um you know we got together with
our design team and we initially had
some of the original photos and some of
the areas within the resort they really
wanted to capitalize on and recreate
because it was just absolutely beautiful
and amazing
um and this you know Resort held a very
special place in their hearts because
this conference wasn't your typical
conference and event this was more like
a a large-scale family reunion if you
will which I'd never really felt I mean
you really felt this you know with this
specific customer they really connected
with each other they
um you know were very close for years
because in this industry it's very Niche
it's a very very tight and close
industry so we needed to make this
virtual event super special and
impactful and coming away with really
memorable experiences yeah I think I
think that's like 3D design in general
yeah kind of ability to to uh you know
and it's been very you know the barrier
to entry for 3D now is so much lower
than it used to be you know I remember
back in the day I had
you know even though I'm surrounded by
computers now but like huge ones
incredibly incredibly expensive ones and
this software is so incredibly expensive
and now you know you can do pretty much
anything from a laptop with like
um open source software
and you can like bring 3d into your
stack of of marketing or with whether
with your events like it's so much
easier now and it doesn't cost a mile
and a leg and it's you know so much more
and it's so much better to to integrate
in in that way yeah and that's the
beauty of 3D design you know we wanted
to make this 3D and virtual experience
um have some of the same Aesthetics
um as the real venue so our design team
they had fun recreating the architecture
the architecture of this Resort is
absolutely stunning
um and it's this beautiful salmon color
and had all the tropical elements like
palm trees flowers all the things you
would see you know in in South uh
Florida and so we recreated this and it
blew my mind also it was animated and
that's another thing we really love to
do on top of 3D design is animate things
put avatars that are that are moving you
know put cars that are you know driving
and and kind of buzzing around and you
know put even animals and birds flying
it's amazing what these little details
will really do to make and if event
really come to life but
um since this is a creative audience I
think you all will appreciate this once
we had the the virtual rendering of the
hotel we put it next to the original
photo of the actual in-person hotel and
realized it looks something straight out
of a West Anderson film which I'm sure
some of you may appreciate I really did
and I thought wait a minute this looks
very familiar to something that I really
love so Aesthetics you know colors all
these elements really have a place
um and especially a virtual setting and
just the power that this event proved
for this customer was
um just absolutely on another level and
and really stunning too and one more
thing you know that I want to note as
well they had this beautiful spa and
pool area that had this Mediterranean
feel so we were able to you know
recreate that and you know on top of
that what I love about 3D design you can
make it your own you know we added some
things that were not actually in person
but we added things to make it more
impactful for the person who was sitting
behind the computer screen so we love
adding those special special touches to
you know too that's really important to
us to making it super customized
I think yeah I mean you've that that
kind of value proposition and you know
especially coming from the brand world
is that you want to make it your own and
you don't want templates and and kind of
grids that are you know the ones that
your competitors use you want to be able
to make it something that is true to
yourself and especially I've just been
loving all this kind of remote and
virtual chat as well because you know
here here at superside that's what we
are and we we have a you know completely
globally distributed team and that's our
superpower in so many ways because we
have you know wonderful people all over
the world and these all technology
enables that I have got a couple I'm
going to change tax like because I've
got a couple of audience questions that
have come in and I think I'll just jump
into those and then we can get back into
some of the other topics but first ones
for you um Melissa from will is you're
kind of broadcast augmented reality like
super high tech I'd imagine you know all
of the best cameras all of the best uh
cloud and all of the best processing do
you ever anticipate on having augmented
reality or other immersive capabilities
on site
within people's own devices or is there
any kind of audience focused elements
that could you think is that is that a
way that could ever happen is that maybe
where things would be going is to kind
of democratize that access potentially
or you're on mute Melissa sorry
oh no I was the one who did it I was
probably the only one who did it it was
nearly me don't worry it was nearly me I
am
we don't have any cabled cameras on site
so again from a unique uniqueness point
of view Everything is Everything is
available as data points so we we have
and can have where you where you can put
the uh your phone up and you can see the
the ladder lines or the Ley lines or any
of that information
um you know virtually while you're at
the venue but it's not it hasn't been
something we've invest invested in at
this point in time and it's it's the
same with like
um
we have you know plans for like
simulators
um and they're coming and they're super
close but it's it's a it's a long
journey to get it you know really
correct and and for us something like a
simulator is is for really athletes to
train on it's these boats are hard to to
transport around so between events
athletes don't get to train
for this sport it's they get to
um train in a gym or in a
um you know other types of boats but
these particular boats given how high
tech they are and our sustainability of
travel so we we ship things we are
really sustainable so that that's
sometimes a blessing and a curse that we
ship the boats everywhere in um and and
so they we don't get access to those
boats in between the events uh so those
sorts of things that are designed we're
going for like practical First what is
the highest um bang for our buck that we
get out of out of um that virtual world
we have in addition to the augmented
reality we are doing 3D graphic designs
so when you enter our broadcast you
enter into a world that's been
completely rendered because we were
starting to notice like the augmented
reality Graphics are fine and they're
they're cool and they're high-tech but
they're also you know what's the next
Generation looking like and and that
idea of like gamifying the reality is
really important for us especially we
have a we actually have a younger than
you'd expect audience especially for a
live sports event so we do recreate what
the city looks like because the only way
for us to see the city
um is from that helicopter view really
um and we don't want to you know again
fuel from a helicopter up there if we're
using a non-biofuel helicopter to be
just chartering around the city trying
to get those shots for us so now we
render all that into into 3D Graphics so
you can do a total fly through you can
see where the course is set up you can
see where the buildings are and then
eventually we're going to get to the
point where you can see where the wind
is flowing and that's why it affects the
water in in the way that it does but we
also have you know the athletes can pop
out of the water and you know there's
there's a lot of things that I throw at
our team who create these Graphics to be
like how do we go next level and I think
if you've seen the Nickelodeon sort of
um experience how do you make that
relevant to adults who who need more
information to consume the sport that
we're showing them I think the
Nickelodeon thing is great but it was
very much designed for kids so it felt
like a gimmick how do you put all of
this into a situation where where the
leaders and others will follow in our in
our Footsteps in terms of mixing
augmented reality you know one day
virtual reality but also this these 3D
um high and renders of of what our
stadium and you know athletes look like
I mean technically unpacking that like
the like even just the water being in
the mix and kind of having compositing
three real-time 3D with water fluid
dynamics augmented reality
go uh your technical team must be just
yeah
by Oracle remember so
Andrew is Larry Ellison so we we do push
of you know testing and you know I'm
definitely not the CTO either we have a
CTO who is truly uh gifted in this in
this area and sort of can interpret a
vision that I have
um with you know what what you know
we're capable of delivering and that's
right I think what we've actually got
are wonderful producers of just uh
brought up a video this is a very old
one sorry I should have I should have
given you a new one but the basically
the live line Graphics are are in there
that you'll see this is from very a
while ago sorry I should have
but it's still it's still demonstrable
of what you're talking about you can see
really good example of no Graphics there
and yeah
if the producers can find a more recent
one on YouTube I would say Google
Chicago because
um day one of Chicago is a perfect
example of where we mixed 3D and
augmented reality Graphics or San
Francisco from yeah there's there's the
graphics there it's um
those the Border Lines now stand up in a
3D environment they're not flat in that
way so that they can be better red from
the camera angle wherever the helicopter
is
um it is truly
unique amazing and then even just and
the athletes and it's and that's the
kind of you know the core part of this
which is so fascinating is that those
stories are the other stories that
you're amplifying with this technology
it's not about the hey look look we can
paint lines on water it's about how we
can you can tell compelling sport yeah I
mean that is exciting yeah
how does the sport stay relevant in an
environment where you know there's
there's things like sports betting where
people will do and in you know an
in-game play and bet against it we don't
have sports betting at the moment but
but when you think about it how could
how could sailing ever get into that
when no one quite knows who's winning
the race and that's that you know a year
ago when I came into the sport there
were so many learnings that I have the
wind the sea State
um uh and and the fact that you really
absolutely have to have these Graphics
to the point where um again we are
sustainable so so we have biofuels
wherever possible but I've just put a
second helicopter up there and one day
we'd be looking at what does a drone
situation the only reason why we haven't
gone to drones because I noticed in the
in the comments there was something
about a drone in there and
um the only reason why we don't have
drones at the moment is because the
payload is so heavy
but technically this could be a
completely unmanned
um production
yeah this yeah that's there's uh
Nicholas Turner's written learning about
these immersive businesses is like candy
for the creative brain and this is how I
feel there's so many Avenues I could go
with with these questions but I'm going
to try and keep myself on topic uh and
Candace there's a question for you in
terms of how your you and your team
strategize and plan gamification
elements before giving them to clients
and customers is like how do you know
gamification is so key to Virtual events
and and engagement over time reducing
kind of uh fatigue and apathy and making
sure people will stay kind of relevant
and and happy with the content
um is there anything that you do to kind
of yeah how do you strategize those what
sort of questions did you ask what sort
of questions do customers ask you when
they when they come to you
yeah you know my thoughts about this
it's a great question I always come back
to collaboration and and that's what we
do really well our our Dev team and our
design team they are you know you know
hand in hand with this and the the key
thing that we do we we come together
regularly and we brainstorm together and
we usually have you know some key
players and departments outside of
design outside of the dev team for
instance PMS are a great you know a
great source to use
um even some csms and some sales people
because these people are on the front
lines they're hearing customer stories
they're hearing the problems that
customers may be having why they're
coming to us and what Solutions they're
expecting so we get this group of people
together regularly like I mentioned and
we just start I mean the ideas just
start sparking you know and that creates
Synergy and excitement and then we kind
of go into you know mapping out what
this let's say gamification like you
mentioned and getting a vacation you
know will this uh you know have its
place with many customers you know is
this something that would be popular to
kind of roll out and then once we assess
that and determine yes we then kind of
put it into a lot of beta testing so
this could you know be for a couple of
months just to make sure that it's key
it's ready to go we've added some you
know Design Elements to it as well
because it's more than just gamification
when you get into the nitty-gritty of it
it's is this working from a back-end
perspective to the front end is it
firing off correctly when you you know
press like for instance the scavenger
hunt that gamification you know when I
go and find the specific uh image in the
lobby and I click on it it should give
some sort of message like hey you have
found one of you know five things you
know
um and so gamification is super super
important to us
um and we've helped build this out we
usually don't use you know third you
know parties for this sort of thing we
build it in-house so a lot of a lot of
platforms will go out and use you know
another company and kind of integrate
that within their platform we go and
build it ourselves because we want to do
it to the best of our ability and make
it
um something that our customers don't
have to go outside of us for
um and that it's just inside the
platform it lives there it breathes
there the reporting also is a big part
of gamification so we want to make sure
the reporting is firing off correctly
after the event so you can see those
metrics and and look at that attendee
experience and see do they really take
advantage of those gamification you know
offerings that we had out there
so cool yeah um so my producers would
probably kill me actually going for a
little bit off topic but I'm gonna
switch gears to the Future
and you know there's been I would say
even in the last
six weeks
loads of kind of immersive product
announcements also artificial
intelligences like
you know having a real moment right now
so things like the kind of apple Vision
Pro or anything that is like bringing
immersive Technologies or the quests
three is it the quest that's coming out
Quest 3 is coming out
um that are bringing it feels like the
the inflection point that has always
been promised is coming for maybe
virtual reality more immersive
Technologies being in consumer hands is
there anything that you guys could think
about
projecting five years into the future
where your businesses could be and what
would be a an amazing technology or how
would you leverage one of those
Technologies would it be on the boat
with in the Apple Vision Pro and like
live broadcast of that sort of thing
like is anything or would it would it be
hybrid events that are truly hybrid that
is parity between physical attendees and
virtual attendees is there anything that
you guys would open it up to you both to
see like with the current trending in in
AR VR and AI where where do you see
things going
I mean we I I don't think it's even five
years away I see uh So within the boats
there's five there's six athletes and
the sixth athlete is a strategist
someone who looks around to determine
where the other boats are it's quite
painful for that it's it's quite
annoying for them to be turning around
it's physically moving affecting the
aerodynamics of the boat so putting them
in a headset so that they can see where
everyone is without turning their heads
would make a lot of sense
um I don't know how far we are to making
that a reality but but why not I mean
that that just makes perfect sense
that's a person sitting there and their
entire job is to
um let the driver know that the person
steering the boat what direction to head
how how much time they've got to turn so
that's one thing we've all played in the
sandbox I guess it's a little little you
know different I I was x-meta so I was
my final year year it met her I was you
know working in in the Oculus headset
there's different spaces where you can
go and view in that space or interact in
that space But I do think the audiences
being able to get the same experience as
the broadcast I mean the broadcast is
always the best seat in the house it's
where we are you know putting all of our
efforts to make the sport completely
understandable and not everyone wants to
have a headset on in that experience
because again they're at the concession
stands and all the rest of it the idea
of using your phone as as that truly
second screen experience at the venue
while you're lining up for a hot dog is
is probably
um you know the other one but beyond
that I think it's more this uh the
virtual worlds
um that that Candace is talking about
yeah and we love seeing these new
technologies come up and um you know we
we kind of talk and dream up of how we
can you know see this being implemented
into you know what we do in our solution
but you know I think we see that part of
it but yes yes we're absolutely going
there and then the other other part is
you know
um we have our product and solution we
put it in the hands of our our customers
and just because it's the Nuance of you
know the business and companies and you
know they want to be careful about do we
implement this now or how do we do this
so the adoption can be much slower than
I think it would work great for Melissa
it's a no-brainer you know for a cell GP
and for us as well we're going in that
direction but I see like some roadblocks
that in the event industry we have to
overcome before we really truly see that
you know become something that we can
actually embrace
um you know for us it's more metaverse
and AI right now and but we're going
there we just need open minds you know
and and the event industry
um and kind of worldwide from a company
standpoint too oh go on on AI where
would you want to where would you
integrate it
oh AI yeah uh we are already uh
integrating AI
um into our design and also uh content
there's several different things that
we're working on in projects that we're
working on right now that we hope to
kind of put out there
um but some really cool stuff
that's awesome I'm trying to get a
disability everybody yeah I know I mean
even just the like uh autonomous you
know event help that you could
eventually have with having a you know
autonomous agents within it people that
you could speak to Within These Virtual
Worlds you know way ways that you can
actually create characters create kind
of things that feel more real well
um I'm just gonna see if we've got any
more
questions that are uh coming in
I guess there's one more here I've got
time for one more so Tatiana asks how
would you recommend doing immersive
design as a supplement to main content
for example a safety webinar with a
secondary goal to reach risk workers
it's quite a specific use case but is
there anything here that you go as as on
top of your main content is there any
maybe quick wins that people could you
could think of for people to get into 3D
or immersive design on top of what they
would normally do
I mean
absolutely I I you had someone from meta
I guess talking about augmented reality
and and the idea that you know you can
sign post things
um in a you know again it depends if
you're using a phone or if you're using
glasses like I don't actually lost the
plot on what was happening with the um
Ray-Ban glasses with uh with meta but
definitely immersive Design Within that
glass or you know the Apple
um
Vision Pro you know I'm like I've only
been out I've only been out of meta for
a year and I've lost I've lost the track
of what all the competition is doing but
you know I I saw the most fascinating
examples of how doctors could learn
better to um you know
complete surgeries based on just designs
and you guys must have the same case
studies like locked in your brain well I
mean
when you see it it's fascinating so you
can't help it like keep repeating that
sort of stuff awesome well I'm really
sorry we're out of time now and this has
been such a great session it's
absolutely flown by it and so I mean I
could yeah speak to you guys for hours
there's such interesting topics but I
just want to thank you both for taking
the time
um if and uh yeah thank you very much if
you think uh immersive design is so
crucial and they have so many
applications that any brand can
capitalize on so really enjoyed our
conversation uh and we're now going to
keep schedule moving I'm going to pass
to my colleague Darren wonderful Darren
for our next session all about video
marketing so thank you Candace thank you
Melissa uh and yeah see you guys in the
next session
[Music]
thank you and
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