Santi Sarapinas is a inventive technologist and director of visible communications company, Vismedia. I caught up with Santi to search out out extra about his position, the advantages of combined actuality for manufacturers, and the applied sciences which might be driving the business.

What does a Artistic Technologist do, and the way does your position slot in to the broader firm?

Artistic Technologist is definitely fairly a easy position, comparatively talking. What it basically represents is the flexibility to marry the visible aesthetic with what’s technically viable.

For me, the position is extremely diverse and this is among the issues I take pleasure in rather a lot. There’s by no means the identical mission or the identical drawback to resolve. It’s at all times a problem however on the similar time it’s at all times an opportunity to attempt one thing totally different and be taught one thing new.

I assume my ‘difficulty’ is that I at all times like to be taught new issues however generally there are too many concepts whizzing round in my head on the similar time. I’m typically serious about 3D, VFX, graphic design, animation and generally even video manufacturing. On the opposite facet, I’m serious about know-how: discovering the perfect technical strategy to work with the event staff and ship the perfect experiences for our purchasers.

What has been the most important achievement in your position to date?

I’d say constructing a very epic staff of gifted builders, 3D artists and designers at Vismedia is already a giant achievement for me. Having a very nice staff helps me to realize huge issues.

In all probability one of many coolest initiatives to date can be one for the commercial thread producer Coats and their automotive division. We have been capable of ship a multi-platform expertise with an interactive 3D internet mannequin viewer that works totally in an internet browser with no additional software program or {hardware}. We additionally created an AR app that recognises a metre-long 3D printed mannequin of a automobile, overlaying the mannequin with unimaginable photorealistic 3D animation. We made that AR expertise streamable on a big show display at Coats’ product showcase in Ho Chi Minh Metropolis, Vietnam.

What are the important thing pillars of any profitable or partaking digital content material marketing campaign? How do you strategy it?

Step one is among the most necessary: understanding what the consumer desires to realize and who their viewers is.

Numerous creatives like to leap to the drafting board right away, however that is normally the unsuitable strategy. In a world the place we’ve 1000’s of various units, browsers and platforms, we have to know who the individuals truly are that will probably be utilizing this expertise.

After we know what a consumer desires to realize and who their viewers is, it’s a lot simpler to determine the perfect know-how to make use of and what sort of inventive concepts to use to it. Is it a VR piece, a gamified interactive internet expertise or a complete person engagement platform? Realizing this, it’s a lot simpler to use the fitting options for our purchasers.

The subsequent step is to fastidiously plan the person expertise and logic. You may create the perfect interactive expertise with lovely visuals and thrilling options, but when it’s in any method complicated for the tip person? All that arduous work will actually go within the bin.

Solely after we’re assured with our plan, we are able to actually begin working and the staff can give attention to making the perfect output.

How can AR, VR, and combined actuality drive shopper engagement, and what sectors does this know-how greatest align with?

AR and VR are already driving shopper engagement. Lately, a number of excessive avenue manufacturers began making use of varied AR and VR concepts to extend shopper engagement with their merchandise. Manufacturers like Dior, Michael Kors, and even Wayfair are efficiently utilizing this know-how through AR filters to showcase their merchandise on Fb and Instagram.

AR and VR drive person engagement and finally gross sales. Augmented actuality introduced us the flexibility to test how merchandise would look in the actual world, like sun shades on our faces or a brand new pair of trainers just about on our ft. These applied sciences allow customisation on the fly and with the ability to just about attempt on merchandise in seconds undoubtedly will carry extra related deployments inside the B2C and B2B sectors.

Each VR and AR applied sciences are being utilized in just about any sector these days as a result of there are plenty of totally different purposes for it. It’s actually as much as a model or firm to the place they wish to take their customers or purchasers.

I imagine that the longer term sits behind internet applied sciences that allow individuals to make use of wealthy interactive experiences with just about any fashionable machine. There are slick wearables lower than a yr away and I’m positive that corporations like Apple and Samsung would be the first to introduce this {hardware} to the plenty quickly. 5G and intelligent wearable tech will carry us simply accessible and wealthy mixed-reality experiences.

What new traits or improvements excite you probably the most for the time being?

As I discussed earlier than, I believe wearables like Apple Glasses are one thing to be excited for. AI and blockchain will certainly play a giant position in how we’re creating and creating issues. It would undoubtedly create huge disruption in our business – I imagine it’s going to transfer what’s potential now to a very new stage.

What recommendation would you give a marketer in your business proper now?

Don’t be afraid to experiment with new applied sciences. Attempt one thing new as a result of it’s probably your competitors is already doing it. In the previous couple of years I’ve witnessed huge modifications even in probably the most conservative companies. It’s all taking place and it’s taking place proper now.