Transforming Digital & Marketing Agencies with VR and AR | Q&A Series #3 featuring Pound&Grain

This is the third 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 Michelle Knight of Pound&Grain based in Vancouver. They've worked with a number of clients on their interactive digital and brand strategy including SAP, Arc'Teryx and Lululemon.

Tell us about your agency & what you've been working on.

At Pound & Grain we work hard to add value to the brand by creating something useful for the user. We found creating a VR experience is an all-round win. It’s a tool with immersive qualities that are unparalleled. We’ve used VR as a demo tool for SAP and to show off CFL’s new Adidas gear. We also love the odd passion project.

Tell us about a VR or AR campaign that you've enjoyed or were inspired by.

We are huge horror fans (sisters), but when it comes to VR storytelling we first fell in love with loVR. Who knew a data led love story could be so beautiful? It was the game changer for us, or as some would say our ‘Jesus moment.’ That being said, cowzVR is a pretty fun and an incredibly random experience.

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?

We’re in such an exciting time right now! For us, a VR experience should only be created if it makes sense for our client and the concept is VR first. Today, like any new platform, there are gimmicky experiences that don’t add as much value. The difference between the ‘strong’ and the ‘weak’ VR agencies will come down to content and of course context.

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?

There will be an AR team and a VR team and the two technologies will exist independently of each other, with the odd overlap during integrated campaigns. It will also become a more specialized and integrated role throughout the agency at a deeper level. We hope AR will become a tool people rely on to get from A-B, to cook, to shop etc. While VR will allow the user to escape into a new role – hopefully interacting at a greater level with the possible addition of haptic responses and more attention to sound.

What is currently your biggest challenge (or as the industry) in regards to integrating VR/AR?

Getting headsets onto faces is still a pill the smaller brands are battling to swallow.

We know that VR/AR will be disruptive in many different industries, how will this affect your company and clients?

VR will allow us to share our client’s emotional and intellectual being in a space of presence. AR will allow us to communicate and create ways that make brands more useful and integrate them into everyday life.

Why is it important for agencies to be onboard now and join the VR/AR Association?

VR is the coming together of many, many skills and mindsets. And we are all in a learning stage, we want to harness all failures and celebrate all successes together. This combined knowledge will allow us all to experiment and learn at a much greater pace.

What benefits do you see in being a member?

Collaboration and insight. We are part of two committees with professionals that are open to share and learn from each other. Being part of the VRARA means being part of an inclusive group of professionals playing with one of the most powerful storytelling tools that’s ever existed.


We'd like to thank Michelle Knight from Pound&Grain, please visit them at

Join the VRARA Marketing Committee and others, here