world under water streetview project

Making people feel ‘nothing’

Really emotional digital stuff is tough to get right, but, maaaaan, it’s fun. To wit: introducing three things that make me think about how technology helps drive emotion. What do you do when pushing pixels – creating “nothing” – needs to have an emotional effect? How do we make people feel happy / worried / delighted / energetic / included / safe? More to the point, how do I push myself to feel confident committing a client’s $500,000 to creating an interactive experience instead of the relative simplicity of shooting another linear TVC?

Compare and contrast: WorldUnderWater,  AboveMarine, and the (pun intended) immersive Volvo Reality.

WorldUnderWater

Wonderfully fascinating. Beautifully terrifying. And, actually, relatively technically simple. There’s tons of emotion in taking something people know – something real – and helping them see it differently. Streetview is a phenomenal source of content that we can overlay with all kinds of nonsense. Drown your office. Grow a jungle. Or pop in to work on acid.

AboveMarine

Gorgeous, magical, clumsy, intentional… and really quite emotional. The wonderful works of Adam Ben-Dror do all kinds of things – mostly, they ask us questions about animals and empathy; what’s living and what isn’t. Next time you’re looking to get someone’s attention, sure, do the shouty thing – then ask: how can we use technology to help people interact their way into an emotional experience they won’t easily forget?

VR = Volvo Reality

Introducing people to the immersive Volvo XC90 driving experience when there are none in the country is kinda tricky. RGA pulled it off, creating a PR coup in the process. The thing to note here is a deliberate effort to do this job really, really well – creating an experience that never existed. It’s not too much of a stretch from our existing behaviour of shooting a piece of TV designed to immerse people in a story. Now think about changing your behaviour: What would you do with your next half-mill budget if you knew it wasn’t going to run on TV? What would you build with that half a mill if the job was to “get famous” – and not just make a film?