VR . . . it stands for Virtual Reality, but that can be entirely misleading. It’s not reality.
It’s not actually trying to be a reality anymore than your TV is or a painting. What VR actually is can, perhaps, be better described as 360˙ 3D video. It can be viewed in a variety of formats: wearing some sort of headset (al an Oculus Rift), on your mobile device (via a Samsung VR headset or Google Cardboard viewer), and it can even be projected around you within a geodesic dome or surrounding screens. No matter how you view VR, if it’s a well-made presentation, the immersive, surrounding visuals can create a unique visceral experience for you.
In 2015, Multi Image Group (MIG) worked on a variety of VR projects that tool a variety of forms. For one project, we created a stylized, 3D-animated outdoors environment that was created completely from scratch that contained specific imagery and messages for the audience to discover as they looked around. Another project (for a prominent aerospace company) required us to combine surrounding imagery that we recorded with a 360˙ array of cameras inside a cockpit in which we created a photo-realistic exterior of a flight from takeoff to landing. We also were asked to simply record highlights of a live event with a 3D camera array so others who were not able to attend could experience the event from multiple points of view. All of these VR projects were enthusiastically received and were heralded as high-impact successes.
Downsides? You may hear that some people experience feeling “dizzy” or “nauseous” after viewing VR for the first time—but these are usually after they have watched someone’s wild ride demo while they are standing and looking around way more than the average person needs to. MIG is already learning some of the specific techniques and practices that should be employed to create an ideal viewing experience. With VR, (as with all of the new technology we introduce to our clients) we test our equipment and content in our MIG Innovation Lab to make sure we learn how to create a safe, flawless, and consistently excellent experience for all audiences.
Another possible downside some people may be concerned about is cost. VR is not as expensive as many may think; however, there are some special tools that must be employed in the creation of VR content. For example, it will typically take a little more time than a traditional video project to create a fully successful, seamless, and high-quality virtual reality experience. Luckily, with emerging tools and affordable viewing options like Google Cardboard, (that allow users to use their own mobile devices) the price point of VR can be a highly-strategic investment that will assure a high ROI for it’s intended purpose.
Upsides! Ultimately virtual reality can be an incredibly powerful tool for companies to use to command full attention from their target audience and create an engrossing, engaging, and unforgettable experience.
Multi Image Group is already leading the way in creating innovative, wow-inducing, customized, and engaging VR experiences around the world that bring brands alive in ways never before. We’d be delighted to explore how our experience, know-how, and creative ideas can create an unforgettable experience for your next project.
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