Ask the Board – July 31, 2017 | BRYAN MESZAROS


Do trends like 3D, VR and AR offer content producers more or less flexibility for expressing their message? Why or why not?”

Emerging formats the likes of AR and VR offer endless opportunities for creative producers to connect with their audience in a unique way. Stepping beyond the four-sided object otherwise known as the “display” is a breath of fresh air for a lot of us. It’s always a challenge to design something that commands attention and leaves a lasting impression, or more importantly, creates a reaction from the audience. With AR and VR, you are provided that opportunity, but it comes at a cost. This is not cost in the sense of “dollars” but cost as defined by “cheesy or un-necessary.” There are many examples today in which designers force the use of these formats without thinking on how it can connect back to the brand. It’s important to remember that we are telling a story, that we are visualizing a message, which needs to connect to the audience. With all the media saturation that exists today, one false move is enough to waste all that effort, meaning use the medium for what it is designed for … creative engagement and not just because it’s different. 

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OpenEye Global

Content Council

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