philip lelyveld The world of entertainment technology


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

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.

See the full Adobe blog here:

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