Adobe Digital Dialogue

What are the possibilities of virtual reality as a creative tool?

To be suc­cess­ful in the future, com­pa­nies and brands need to engage beyond the trans­ac­tion and beyond the screen — engage through empa­thy cre­at­ed and deliv­ered via a fuller sen­so­ry expe­ri­ence.

Giv­en invest­ment into vir­tu­al real­i­ty tech­nol­o­gy by com­pa­nies such as Google, Face­book, Apple and Adobe, the bur­geon­ing ques­tion for dig­i­tal mar­keters is when is the tip­ping point for enter­pris­es to start invest­ing? Already we are start­ing to see the inter­faces for VR expe­ri­ences extend­ing beyond screens into immer­sive con­texts.

The vision­ary mar­keter already under­stands they need to have one eye on what is ‘next’ and that busi­ness­es must evolve to become expe­ri­ence busi­ness­es. Tech­nol­o­gy is mor­ph­ing at a rapid rate and is tight­ly inter­twined with data ana­lyt­ics.

As aug­ment­ed real­i­ty and vir­tu­al real­i­ty tech­nolo­gies are thrashed about more, new ques­tions are start­ing to be raised for dig­i­tal mar­keters such as:

• How will cre­atives work to cre­ate expe­ri­ences in a non-flat screen space?
• How will we deliv­er such expe­ri­ences?
• What is the impact – emo­tion­al and com­mer­cial – that these expe­ri­ences can gen­er­ate?
• Is VR ready for main­stream? How do we make it real – beyond a tech­nol­o­gy?

These ques­tions reflect what a com­plex road is ahead to nav­i­gate. I am find­ing exper­i­ments such as Project Dali, which has been launched at Adobe’s stu­dio at the Min­neso­ta Street Project, use­ful to get a firmer grasp on the course ahead.

Project Dali is an immer­sive draw­ing expe­ri­ence in the vir­tu­al world. Artists use cus­tom brush­es to cre­ate, and move around their cre­ations – in three dimen­sions – they can lit­er­al­ly walk through their own paint­ings.

Artists mix ana­log and dig­i­tal for a com­plete­ly unique cre­ative process for gen­er­at­ing expe­ri­ences. Project Dali goes far beyond oth­er VR art tools that are cur­rent­ly on the mar­ket in part because of the research behind it with real artists in real art stu­dios.

While Project Dali is still in its ear­ly days, the vision is to use it’s find­ings to con­nect to cur­rent Adobe tech­nolo­gies in the Cre­ative Cloud and mobile apps fam­i­lies.

Going with the flow
Exper­i­men­tal art such as Project Dali reit­er­ates that a brand’s sto­ry should come first and tech­nol­o­gy sec­ond. It helps us exam­ine how empa­thy can be cre­at­ed and brand engage­ment strength­ened through inter­ac­tive expe­ri­ences in dig­i­tal envi­ron­ments and vir­tu­al and aug­ment­ed real­i­ties.

The chal­lenges raised for dig­i­tal mar­keters is how to solve nar­ra­tive busi­ness prob­lems through the appli­ca­tion of exper­i­men­tal cre­ative solu­tions. How can busi­ness­es use VR to deliv­er cut­ting-edge, scal­able aug­ment­ed real­i­ty expe­ri­ences that result in break­through brand engage­ment?

Attend Adobe Sym­po­sium in Syd­ney, THE place to learn how to make expe­ri­ences your busi­ness. Hear experts dis­cuss how emerg­ing tech­nolo­gies are chang­ing the way we want to expe­ri­ence con­tent. Reg­is­ter now!

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