Are you excited about the potential of working with VR, or is it just a fad?
NIKLAS LINDSTROM Head of interactive production Droga5 www.droga5.co.uk
“I am truly excited about the potential of this medium. We have a long way to go, but that’s exciting. We tend to apply old truths to something new, and that’s why the focus has mostly been around VR as a new way to tell stories. For me, the real potential of VR is to make people feel truly immersed in experiences they wouldn’t otherwise have, so the focus should more be about influencing and enhancing people’s emotions and interactions in the experience than delivering a certain story. The user creates their own story, and so becomes the storyteller.”
DUAN EVANS Executive creative director AKQA www.akqa.com
“We’re already seeing virtual reality used by doctors, sports coaches and educators because of the real benefits it brings. VR is here to stay, it’s only going to get more sophisticated and immersive. Although gaming and entertainment are currently the primary uses, the positive impact VR can bring is incredibly exciting.”
ALEX DONNE-JOHNSON Creative director Dazzleship www.dazzleship.com
“For anyone working in motion, I feel this is an exciting area. VR is either rendered (360 video) or real-time, leaving most motion designers only able to create rendered video. The community is rapidly shifting towards GPU rendering, specifically things like Octane by Otoy, who have made various developments with VR and Oculus. Combine this with Nvidia’s increasing GPU power, and it seems that motion designers should shift into VR as producing real-time VR becomes more likely. It’s an exciting medium, but it still needs more time to mature.”