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ARVR

The interactive art of Storytelling

April 30, 2018
-
Culture, Shopper Experiences, Shopper Technology, Shopper Vol 6

Q&A with Alejandro Davila – AR/VR Producer @ Conical Studios

The New Yorker posted that interactive storytelling would be the defining art form of the 21st century. I sat down for a chat with pal and AR/VR expert Alejandro Davila to discuss what makes an immersive experience less of a gimmick and more successful.

What do you think is key to designing an immersive experience?

AD: Whilst Virtual Reality and Augmented Reality technologies can seem incredibly fascinating, what we’ve come to learn over the past couple of years is that they’re nothing without content. Firstly, engage your audience in a story-driven experience, regardless of how interactive it is, the story will always be king. Audiences won’t feel motivated to keep interacting with your content unless they feel an emotional engagement to the character/brand/product. Use gamification to drive the motivation of the user to take action and use their agency to unlock a reward, which can be as simple as unlocking the next scene or a special prize that moves the story forward.

Has designing stories with this new medium created many challenges?

AD: There are multiple challenges in designing immersive experiences, but most of the failures occur when the content creator forces the user to look at something they want them to see, rather than using human-centred elements of design that already exist in other industries to guide the user through the experience. Some industries to look at are architecture, radio and theatre.

Is it important for the story narrative to be user-driven?

AD: The experience should be user-centred, not necessarily user-driven. Design your experience based on what happens to the user and what happens around the user. They could either be a “fly on a wall” and witness an event or have full agency through motion controllers where they can interact with the environment. This is up to the content creators.

What does the future hold for VR storytelling?

AD: Like in the early 1900s with the rise of cinema, we saw a rage of slice-of-life films that remained experimental. Audiences quickly saw these as gimmicks until Georges Méliès combined filmmaking with storytelling and created ‘A Trip to the Moon’. From that point, filmmakers developed a language of storytelling for cinema. VR/AR content creators need to keep working together to craft a language of storytelling for VR/AR that has its foundations in the principles of storytelling and design experiences that create the suspense of disbelief making audiences forget they’re wearing a VR/AR headset.

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Stay up to date with the latest news by Energi, about Energi as well as insights from the world of shopper marketing.

  • Put your feet up this weekend with a copy of @unomagnz’s latest issue, featuring these two incredible @sheeo_world Activators who are doing their part to drive global change and uplift other women in the industry - and we’re loving it!

Link to the full article in our bio. 👆🏻
  • Once again, here at Energi it’s business as usual but remotely. Stay safe everyone.
  • Calling our fellow bookworms, today is for you! 📚

From your favourite sun-lounger spot, or perhaps tucked away in bed, there is no better way to celebrate #BookLoversDay than by kicking back with your favourite read. 

Check out our latest blog post to discover a few of our most-loved classics. Link in our bio!
  • Happy #InternationalBeerDay! 🍺

In honour of this fun global event, we’re very excited to share our most recent brew, Energi Rapsody!

What technically is a ‘Rhapsody’ you ask? It's a piece of music written without a formal structure, expressing powerful feelings and emotional excitement. In that note, our limited edition beersie is rich with highly contrasted tasting notes and colour!

This fresh brew is a Bohemian Pilsner with black pepper hops and spicy herbal undertones, that will take you on a journey.

Rhapsody comes along with a curated playlist of Rhapsodies to give you the full experience. 

Check out the playlist link in our bio!
  • July 2020 will be remembered as the month for social media going dark.

At Energi, we joined the global boycott initiative over the last 30 days in order to express our disappointment in key social media platforms allowing hate speech to fester unheeded. 

Read more about this, along with the other exciting things we and our clients have been up to during this period in our latest newsletter. Link in our bio. ✨

#GoodEnergi #BlackOut2020
  • Another year has rolled by and we are back to Matariki Festival and the new year. We recommend visiting Takutai Square at Britomart to get your hands some  delicious hangi by the @themaorikitchen and watch daily kapa haka performances

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  • A very happy belated birthday to our amazing account directors, Melissa and Pen. ✨ 

We are so grateful for both of your diligence and hard work over the years.

You both bring so much joy to our team and clientele, we appreciate all your contributions to making the magic happen.

Special thank you to @bluebellscakery and @flowersafterhours for helping us spoil our girls. 

Let the celebrations roll on! 🥂
  • What a day! 🙌🏻 Last Friday, the Energi team ventured over to Waiheke Island for a strategic planning Away Day.

It was an action packed day filled with lots of hard work, followed by an amazing gin-making session with @thebotanicaldistillery and a divine meal at @mudbrick_nz in the evening.

2020 Here we come!👊🏼 #GoodEnergi #AwayDay2020 #WaihekeIsland
  • Our front door has undergone a bit of a makeover to include the newest addition to our family on Anzac Ave…

Very exciting times ahead!

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  • The cat’s officially out of the bag! 😻

We’re very excited to announce that Energi is partnering with @aruga_nz, one of Australia’s most dynamic PR agencies.

Rated the top PR agency in Australia last year, this amazing agency has a lot to offer the NZ media and communications landscape.

Backed by solid experience, Aruga has an enviable client portfolio of more than 120 big-name brands, local legends and small challenger brands in Australia and has now turned its attention to New Zealand.

Aruga NZ will be based out of our office on Anzac Ave, so drop by if you are interested in having a chat.

We are excited about what 2020 holds for us all.

#GoodEnergi #ArugaNZ #PR
  • We’ve had a fun day in the office shooting with our newest client @thefloristaklairport. Life is always brighter with flowers! 💐
  • Happy birthday for Saturday 23 May @vishalponnappa. Thank you for your diligence, integrity, creativity and strategic smarts that you bring to the Energi clients everyday. Enjoy your next 12 months traveling around the sun and your @jumpinggoatliquor birthday gift with our sincere best wishes and appreciation.

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The interactive art of Storytelling | Energi Advertising