Omnicom Media Group are sponsoring the Tech Talk sessions at Spikes Asia this year, bringing delegates the latest in tech innovation, creativity and future facing thought-leadership.
Here are highlights from day 1.
Session 1- The creative realities of Virtual Reality
“Virtual Reality should evoke an emotional response and have real relevance rather than be used as a gimmick”
David Mellor, Framestore Pictures
David Mellor, director at Framestone Pictures, took the TechTalks audience through the creative process and hurdles in a virtual reality project. The session showcased how real time or pre-rendered VR can use the open-book era of story-telling to create interactive, immersive stories. David went into the nitty-gritty realities of the production details in a VR project – lighting, camera affects, film grade, framing and sound – giving aspiring VR producers a behind-the-scenes look.
David also highlighted Framestone’s Oscar-winning work with Game of Thrones, Interstellar and Marriot. In fact, the Game of Thrones “Ascend the Wall” experience was so authentic and terrifying that it even had Maisie Williams (Arya Stark – GoT) shouting for help to save her from the White Walkers!
The session ended with a give-away of the Google Cardboards and delegates sampling out Samsung Virtual Reality Headsets – Gear VR
Delegates tryin gout Samsung Gear VR
Session 2 – Art, Code and Tech: Creating connected, real-time stories and experiences
“Stories are just data with a soul”
Storytelling at the speed of culture came alive at this session by R/GA Asia Pacific as they explained how code, technology and experience design can work together to create real-time content and experiences, from visual storytelling to data driven music and soundtracks. The session articulated that while content creation is prolific, thanks to the plethora of tools available – Snapchat, Line, Periscope – technology is also enabling the use of software to tell a story. Computational story-telling, a blend of data, software and algorithms is an upcoming trend.
The session demonstrated how R/GA’s systematic and connected approach to design, as discussed by Nick Law at Cannes Lions is at the heart of its success with brands. The focus is on merging creativity with technology in ways that have relevance and an impact on their audiences, without becoming merely technology for technology’s sake.
The highlight of the session was a live demo involving the deconstruction of a sentence “sometimes fate is like a sandstorm that keeps changing directions” through audio-visual imagery, which was fascinating and an indicator of how the creative space is evolving through technology.
What will innovation in technology mean for advertising in 2020?
In conjunction with presenting TechTalks, Omnicom Media Group is running an interactive competition that asks delegates to predict what innovation in technology will mean for advertising in 2020 by writing on a wall within the TechTalks area. Delegates stand a chance to win a surprise gift from Spotify for the best comment. The creative and colourful wall certainly revealed some great insights – some of which you can see below!
Also seen at Spikes
Pepper the intelligent robot: first humanoid robot designed to live with humans by SoftBank Mobile!
(Pepper could also perform a very convincing rap at the Discovery stage!)
Join the conversation at #TechTalks