What is interactive VR & how does it work?

Interactive VR (also known as real-time VR and true VR) is unlike any other medium of brand communication. Within these experiences, you are fully immersed, you truly ‘live’ the story you find yourself in.

Traditional film is a window into a story. In interactive VR, you are the story.

Interactive VR puts you into a computer-generated reality – replications of actual places or fictional worlds – experienced through high-powered head mounted displays (HMDs). You have the ability to move around the environments and interact with them. In these experiences ‘presence’ – the real magic of VR – is at its most powerful. The perception of being physically present in a non-physical world is an incredibly powerful sensation.

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Infiniti QX50 Concept Launch

REWIND & interactive VR

Our rich heritage in VFX has given us the skills and artistry to easily transition into VR production, allowing us to create highly engaging, memorable experiences for global brands. We use world-class hardware and software to achieve the highest levels of immersion, interactivity, and visual fidelity.

Virtual reality production is commonly discussed as a means for revolutionising gaming and entertainment in general. However, it is also increasingly able to provide remarkable marketing services due to VR’s unrivalled capacity to build immersive environments from a brand’s vision and have audiences inhabit them.

Commissioning work from a virtual reality production company is an essential way for a brand to get at the forefront of the public imagination. Using VR allows customers to view and interact with brands in a memorable way and from an entirely new perspective. It’s user-friendly and it doesn’t have to be conducted through bespoke VR devices either: YouTube and Facebook are both capable of displaying 4K resolution 360° which is rooted in VR video – so it can be accessible to anyone with a modern mobile device.

We work closely as an approved developer with Oculus, HTC, Sony, Samsung, Google and FOVE.

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Pushing the level of immersion

Home: A VR Spacewalk, the multi award-winning epic spacewalk experience we created with the BBC, is a prime example of interactive VR. The 15 minute experience was created in Unreal Engine 4 for HTC’s Vive. The content was in part inspired by NASA’s training programme and the astonishing experiences of its astronauts. The ambition of this VR project was to combine a strong narrative and sense of drama with the most incredible impact possible in an immersive experience to encourage and enhance the public’s interest in space. It puts you at the centre of the story, taking you on an emotional and personal journey whilst delivering beautiful, heart-stopping and memorable moments.

The level of immersion is heightened at live events by the integration of a heart rate monitor that feeds back into the interactive VR experience, recreating the sound of the user’s own heartbeat in their headset. This is combined with an integrated live mic that is acoustically treated and delivered back into the experience, relaying the sound of their own breathing. A gaming chair is also used to provide haptic feedback to make the experience as real as possible.

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