360 Degree Video: Creative Potential Waiting to Explode

Tate Modern recently released the 360 degree film we created to promote their latest Georgia O’Keeffe exhibition. So far, the video is their most watched piece of content ever, with over 3 million views. But it’s not all about views and return on investment, as a retoucher, the concept of working in 360 is something that really excited me when I first encountered VR several years ago. To me it had so much creative potential waiting to explode into the advertising and marketing world; I was hooked from the start.

The NYT VR project from The New York Times won not one, but two Grand Prix awards at Cannes Lions Festival last month, with the individual virtual reality film "The Displaced," earning the top prize in the revamped Lions Entertainment contest and the Grand Prix in Mobile that the NYT VR app itself won.

2016 was my 20th year in Cannes, and it sure has changed over the years! What was once, effectively, a celebration of the world’s best TV ad in a town full of ‘Mad Men’, now sees the arrival of technology companies. This is merely a natural response to the increased role and impact that technology has in our lives as well as the changing expectations of today’s consumers with how they want brands to interact with them.