This is the second feature in the series showcasing Vancouver digital and marketing agencies (non-traditional VR/AR companies)
Our own Laura Ryu (Marketing and Communications Manager at VRARA Vancouver) sat down with Kevan Gilbert, Director of Engagement Strategy of Domain 7 based in Vancouver. They've worked with a number of clients on their interactive digital strategy including Microsoft, Telus and UBC.
Tell us about your agency & what you've been working on.
Domain7! We've been working on using virtual reality as a way to inspire our partners to envision a more positive future. From in-studio demos to taking the technology to conferences, we see this as an opportunity to help people reduce their cynical barriers, and start dreaming together about the future we want to co-create.
Tell us about a VR or AR campaign that you enjoyed or was inspired by.
We're loving the demos coming from ARKit from Apple, including the portal-to-another-world demo: http://mobilesyrup.com/2017/06/30/new-video-of-apples-arkit-shows-off-interdimensional-portals/
We are starting to see competition build up in advertising, especially with big players such as Saatchi & Saatchi building on-site VR labs. What are your thoughts on competition and what do you think will set apart the strong agencies from the rest?
Rather than simply stealing attention or building on negative habits, the way our over-optimized 2D web has become, perhaps the work that will stand out in VR is work that answers this question well: "Does it help the human who is using it live the life they want to lead?"
How do you think the structure of agencies and its landscape will change in the next 5 years given anticipated rapid growth in VR/AR technology?
I think it will remain important-as-ever to invest in healthy workplace cultures, since there will be more competition amongst agencies for smart technologists, designers, writers, creators, etc. How can we grow healthy workplaces that affirm human value even in this coming gold rush, where companies may become tempted to start taking shortcuts in hiring and culture.
What is currently your biggest challenge (or as the industry) in regards to integrating VR?
The chicken-and-egg-ness. What comes first: becoming an expert in the technology, or waiting for client demand? Since the technology doesn't have wide adoption in the user base, clients aren't necessarily asking for it. But in the meantime, they'll never ask if they don't see expertise and opportunity.
We know that VR/AR will be disruptive in many different industries, how will this effect your company and your clients?
I'm curious to see how, in 10 years time, fully integrated VR/AR solutions have the opportunity to influence HOW we work, not necessarily what we work on. For instance, workspaces are very physical right now, because of the need for computer monitors, and the human desire for social proximity that has no other outlet. But if through VR/AR, the work isn't on your screen, how would we redesign the workplace? Similarly, if through VR/AR I can "feel" like I'm right beside my colleagues, even when I'm in my house, do we still need offices in the same way? And if a certain percent of the workforce can become not just "remote" workers, but "virtual" workers, how can this influence commuting, and thus, carbon emissions and air quality? (I'm not saying we'll all become hermits, but I do hope we ask ourselves more, "Why am I commuting, and is there another way?")
Why is it important for agencies to be onboard now and join the VR/AR Association?
To anticipate what's coming, to develop your imagination, and be part of a community of changemakers.