Virtual reality and video production
This year, 2016, virtual reality is beginning it’s launch into the mainstream. We believe that this may have far reaching implications for corporate video production and are currently researching how our clients might benefit from this new technology.
We have launched 2 blogs to explore this:
VR PRODUCTIONS is a look at how virtual reality and 360 video can be used in the corporate world.
REALITY MEDIA is a more esoteric look at the psychological and philosophical implications of virtual reality. What kind of world we might be living in if virtual reality becomes mainstream, how it might change us and the potential dangers. We explore some of the current thinking on the nature of reality from the perspective of physics, biology, lucid dreaming and consciousness. VR has the potential to profoundly affect our understanding of reality. This blog is an exploration into this fascinating though precarious time in human evolution.
What is virtual reality?
The term ‘virtual reality’ was coined in the 1980s though the idea and technology has been around since the 50s. An attempt at consumer VR began in the 90s aimed at the gaming industry though it never developed much momentum. This time round, the technology has advanced substantially and leading companies such as Facebook and Sony are investing billions into it. Virtual reality refers to an immersive multimedia experience where the viewer is able to interact with the virtual environment. This was originally conceived as a computer simulated environment though recent developments in 360 spherical video technology have created a branch of VR using just video.
What is the difference between computer generated virtual reality and 360 VR video?
Computer generated VR allows interactivity within the virtual environment. The user can move around and with appropriate controllers such as body tracking suits can even control an avatar with their own body movements. 360 spherical video is a live video recording using multiple camera lenses to produce a 360° video environment that can be viewed from a VR headset. The user can choose to look around the virtual environment from any direction though the interactivity is limited compared to computer-generated they are. It does however, produce a high degree of realism and immersiveness. Over the coming years, with technologies such as light field rendering we will likely see these merge.
How might companies and brands use virtual reality?
Although virtual reality is at present driven by the games industry we believe there are many potential practical applications for corporate VR production. The military have been using VR for training over the last few years with great success. When the mind believes something to be real a much greater impact is made and retention levels are greatly increased. This idea has been used for a long time with hypnosis. The unconscious mind is fundamentally unable to tell the difference between what is imagined what is real. We can change human behaviour simply by visualisation. This is why virtual reality may have such a big influence in training, education and therapy.
Marketing is another area where some forward-looking brands are testing the water with considerable success. On Youtube, the VR versions of promotional videos are often greatly outperforming the 2-D videos. Storytelling within the VR environment is quite different to traditional filmmaking though the level of engagement is potentially much higher. Successful campaigns are creating branded experiences rather than traditional promotional videos.
Virtual tours and product demonstrations are another application of 360 video. Real Estate, travel and virtual showrooms are already finding a place within VR. The airline Qantas has received 1 million hits on YouTube with their virtual tour of Hamilton Island in Australia.
https://www.youtube.com/watch?v=lJype_TafRk
