Tag Archives: VR

Want to reduce production time and cost for your content strategy…

… while maximising resources and creativity? Nucco Brain’s new process will change your approach to content production.

See it in action!

Multi-channel, omni-channel, cross-channel.

Terms that are flung about willy-nilly these days to try and reinforce the fact that “WE HAVE MANY CHANNELS NOW AND YOU SHOULD USE THEM ALL FOR COMMS!!!”

“Companies with the strongest omni-channel customer engagement strategies retain an average of 89% of their customers, as compared to 33% for companies with weak omni-channel strategies.” – Aberdeen.

So, in reality, omni-channel is important for obtaining and retaining customers.

Simple as that.

With that said, having the knowledge of how to maximise production (i.e how to create content that works across all these fabulous channels) is still something of a rarity. This leads to duplication, lack of consistency and poor use of budget and time.

This means marketers are left with less time, less budget, less freedom to try anything new or bold.

Sad times.

Traditionally, advertising, marketing and communications agencies might have helped out here. They develop strategies to bring consistency and ‘one voice’ to the communications. They plan production pipelines to deliver in line with the strategy and available budget.

With the need to produce a range of different content, in an agile, multi-channel manner, the traditional agency model is being tested by shifts in the market (specifically the less time/budget/freedom to try anything new or bold conundrum).

Internal marketing teams are either taking production in-house or are asking a number of specialist studios to provide a different piece of their content marketing puzzle. This can come with its own set of problems – from the ‘Chinese whispers’ effect of communication between studios to the different ways of approaching production – and can actually lead to more issues than were encountered with a more traditional agency approach.

A Production Workflow designed with Cross-Channel in mind

At Nucco Brain, we have developed a bespoke production workflow for cross-channel, agile and scalable production. With this workflow, we can produce visual content that works in more traditional ways (visual branding, animation, etc) but then expands them across the range of digital channels (interactive videos, gamified learning/training content, digital OOH, AR, VR, etc).

We call this workflow TrueTime Rendering – leveraging game engine technology to produce content in ways that can be upscaled in an agile manner. We can produce flat video content with it. We can then turn it into a 360º video, using the very same assets. We can then add interactivity to this content with a few extra clicks (I’m oversimplifying but, again, it’s the same assets and the same engine). We can then develop this further, to an AR or VR experience (again, using the same assets and the same engine).

There’s no need to export to another format and ‘adapt’ it to another engine to scale up the experience. The TrueTime Rendering workflow means we can reuse all the assets and add on the bits we need, as and when needed. No more ‘I wish we’d built that with VR in mind’ moments – our workflow allows for these considerations to come up as and when fits the business needs.

Cut out the rendering time

One of the main benefits of utilising a game engine for the development of content is the rendering times.

Traditional 3D content production, using the likes 3DS Max, Maya or After Effects, comes with its own set of problems. While the power of these applications is undeniable, for some things it’s just not needed.

You may be familiar with the idea of having to change a production asset, or animated sequence, or lighting setup, or whatever other change you wanted to see happen in the content you were making. You then have to hit render and go for a walk/go to lunch/leave it running over night. The main issue with this is, after waiting all that time, you may want to make another change… that’s a lot of dead time for some potentially minor changes, even with access to a render farm.

The TrueTime Rendering workflow is based on using a game engine – one built for real-time rendering on a multitude of devices. Given the engine itself is built to render in real-time, the render time for any piece of content should be about as long as the content itself.

Producing a 1 minute animation? Don’t like that last animated sequence? TrueTime Rendering will have your changes ready to view in approximately 1 minute. Want to add in some additional interactivity? Once you’ve set the parameters, give it about 1 minute and you’ll be able to test them out.

From a client/studio point of view, this means you can iterate away without the dead time that’s plagued production processes for so long – rendering! This means you can try things out without the fear of a wasted iteration, taking hours to put back to where it was (instead of the minutes it would take with TrueTime).

Style = Substance

There are some cases where TrueTime isn’t the answer. Photo-real CGI, live action or photography, Hollywood-level VFX – that’s not really what TrueTime is about.

We developed the workflow specifically for high-output, multi-channel communications. Video series, interactive learning, AR walls, virtual reality experiences – that’s TrueTime’s bag.

For TrueTime to work at its best, we need to turn to the power of stylisation. Bear with me while I go a little off-pitste here and talk about comic book theory. I promise you, it’s relevant to B2B and corporate communications too.

Scott McCloud, a leading comic’s theorist, shows us why stylisation works wonders when trying to engage with a broad audience (he talks about comic book readers – I’m drawing the parallel to communications). We live in an increasingly symbol/icon/emoji-based world and already engage with the idea of stylisation – these symbols can be understood as an image utilised to represent a place, person, object or idea.

McCloud says humans are a“self-centered race”, unconsciously looking for ourselves in what we see. In this way, a simple cartoon such as a circle with two dots for eyes and a line for lips silently communicates to its readers that this is a face. Importantly, it is impossible for the reader not to see a face, because our minds are programmed to recognise and relate this icon back to ourselves.

So, back to the point of why stylisation works for what we’re talking about here: B2B and corporate comms.

When we talk about illustration, animation, infographics, CGI, VR, AR, etc – stylisation enhances storytelling because it lets the audience focus on the message, as opposed to whether or not the characters in the story are an accurate representation of who they are.

The message comes through stronger and connects with the audience effectively.

Job done.

The well-oiled production machine

For large businesses with many stakeholders (their customers, their suppliers, their employees, their shareholders, etc) getting a consistent, effective, engaging content calendar together can cause headaches. Constant engagement of these various audiences – coordinated across a number of marketing teams spread over a number of international markets – well, that can keep people up at night.

As technology and creativity become more intertwined, there’s no need for B2B or corporate comms to suffer from a lack of innovation when it comes to content production. If the marketing team’s job is to define the vision and mission of the business, this shouldn’t be obstructed by convoluted production approaches.

TrueTime Rendering offers a real solution for creative visual content production, giving time and flexibility back to marketing teams. The ability to scale an idea all the way up from print to a VR headset leads to increased campaign longevity, more cost-effective budgets and an agile timeline that responds to the needs of the business.

At Nucco Brain, we’re excited to share this workflow with the world and are hosting a dedicated event on Wednesday, 12th September, from 8:30am – 10:30am, at Runway East Moorgate. We’ll be delving into how it works and will be looking at the use cases we have already applied this method to.

If you’d like to find out more, you can sign up at the Eventbrite page here and learn more about how TrueTime can help maximise your content marketing calendar.

Nucco Brain wins Gold at Indigo Awards with Innovate UK 360!

We are proud to announce that our project Future Predictions 360, an immersive 360 video experience projected inside a dome at Innovate UK’s 2017 trade show, has won gold at the Indigo Design Awards in the mix media / moving image category.

The Indigo Awards celebrate innovative projects in graphic, digital, game, and mobile design from across the world.

Innovate UK Predictions – Day in a Life 360 Video from Nucco Brain on Vimeo.

Congratulations to our team members who have worked on it for many months:

Stefano Marrone (Producer)

Natasha Wheatley (Account Manager)

Stefano Perelli (Art Direction)

Nicholas Edmonson (Motion Graphics)

Robert Scott (3D Scenes)

Clément Sachetti (Motion Graphics)

Could VR Save Your Corporate Comms?

Corporate communication has had a certain reputation for being dry and unengaging in the past. But new technologies like VR are now increasingly becoming part of the modern business world, and companies are catching onto the benefits of integrating them into their corporate comms strategy.

VR, AR and 360 videos are just some of the ways businesses are connecting with their audiences. And not just for external communication, but for business training purposes and internal campaigns too. The innovative use of tech like this gives companies a new way of creating immersive training experiences and unforgettable comms pieces. All powerful stuff when you want to drive engagement.

How can VR fit into your comms strategy?

Strategic content creators are now opening the doors to fresh possibilities in VR and 360 videos. Providing brands with a platform to visualise the future of their industry, or engaging with a holographic executive delivering a comms message are just some of the opportunities it offers. VR is also incredibly freeing as it enables companies to put people in impossible situations in a controlled way.

For example, with one of our recent project, EDF Nuclear Symphony, we helped public audiences and stakeholders to understand how a nuclear reactor works through a VR experience.

Screenshot from EDF Nuclear Symphony

Adapting this to your particular business and needs is key to making it work. Essentially, the user can walk through a digitally rendered environment, allowing them to react to a situation as it unfolds. For training in areas like first aid, operating machinery and policing, VR can be an invaluable tool. By creating the right kind of experience for the user, companies are in stronger position than ever to engage with immersive, educational interactive experiences.  

Is VR a cost-effective training tool?

When it comes to investing in new tech, it’s important to know how it will benefit the business as a whole. Another core use of VR for corporate comms is to let people travel without moving, which presents exciting cost effective training and learning opportunities. As opposed to hiring a trainer or arranging a specific location for the training to take place, users can hop online and start learning.

For example, Unit 9’s project Lifesaver VR aimed to teach CPR skills to the general public through a VR app easily downloadable from any phone. The results? In tests with a selection of schoolchildren, teenagers’ confidence in performing CPR increased from 38% to 85%. And all those tested said they were more likely or MUCH more likely to perform CPR in a real emergency.

Students testing Lifesaver VR

This makes it an accessible tool to be sure, but the ways of engaging with tech like this doesn’t end there. Now, you can find VR and 360 capabilities everywhere, including platforms like YouTube, Facebook and Vimeo, making reaching your intended audience easier than ever.

Are VR’s possibilities limitless?

The short answer is, not yet. Understanding the power, uses and limitations of VR will stand you in good stead if you’re keen to integrate the tech into your corporate comms. Don’t forget, VR is a great hook, but it’s an individual experience and users will need to plug in with a headset. So, you can see how reaching a big audience could be problematic.

Using VR in tandem with other digital content such as video and infographics are the best way to encourage interaction. You can also broadcast 360 videos of real life action to larger groups to give them a similar experience. This will give you the thrust to engage with a mass audience, while creating an invaluable additional touchpoint for VR users. 

We used this approach when working on Innovate UK’s Predictions: Day in a Life 360 video for the organisation’s trade show by creating an immersive experience inside a dome. This experience allows Innovate UK to engage with its industry partners and the general public on the subject of technological innovation.

Predictions: Day in a Life 360 – Inside the dome

Using VR and 360 videos as a smart element of your communications toolkit, is certainly the way forward.