A Journey to the New Frontier (Sundance 2020) pt. 4

Digitas

A Journey to the New Frontier (Sundance 2020) pt. 4

Keith Soljacich

This is the last installment of my experience—and if I had the time to see more tech, I would have written about it!

Still, this last piece of technology offers an extension to our own body’s data pool—we often refer to it as biometric data.

Breathe – Diego Galafassi, Crimes of Curiosity

While Breathe was the only Magic Leap AR experience showcased at New Frontier, it didn’t lack ambition.  Here, not only do you strap on a head-mounted display, but you also attach a biometric sensor that tracks your heart rate and oxygenation.  What’s more, you and 3 other participants are lead in to the mixed reality space where you visualize the air you are all breathing. 

Breathe carries a powerful social and societal message, that the air we breathe is part of our living world, it binds us all together in to one cohesive biological atmosphere.  This message, in this manner, could only be told through mixed reality, where the creators were able to creatively visualize data and show it through AR.  It previews a near-future where more and more of our secured, personalized data will be visualized back to us in real-time and in an innovative design language. 

Biometric data is the most personal or personally identifiable information and is closely guarded by consumers.  So if a healthcare brand could wrap an immersive learning experience around that biometric data, it can really build a case for the value exchange.

The Future is Bright—For Brands

Sundance, at its purest form, is a showcase for emerging storytellers and traditionally that has been done through film.  Filmmakers like Rian Johnson, Richard Linklater, Ava DuVernay and Damian Chazelle made their names at Sundance over the years and went on to tell stories and make art on a much larger scale.  The same opportunity is now rising for the creators and artists showcasing at New Frontier. 

With the growing influx of consumer and commercial VR/AR technology, combined with immersive cross-platform creation tools, like the Unity game engine, the rise of XR mirrors the rise of VHS and the video camera.  Both feature young talent looking to break out and stand apart in a new medium to test the potential of what’s possible.  Both have one directive, to elicit real human emotions through shared experiences to make us feel, to make us empathize, to make us remember. 

So, as I pulled away from the tarmac to watch the mountains disappear in to the fog, I thought of my Lyft driver and realized I had a much clearer picture of “…whatever it is you’re going to do.”  I was going to see the future of story-telling and the future of how we experience art.

Are there experiences your brand has not “experienced” yet?  Reach out to me or any of my friends at Digitas—maybe we can create an experience that you—and your customers—will never forget.

Keith Soljacich

Keith Soljacich

VP/Group Director, Experiential Technology

As VP, Group Director, Technology at Digitas, Keith specializes in the technologies that power innovative marketing and advertising campaigns for our clients. He has worked with iconic brands like Whirlpool, AMEX, MillerCoors, Disney, and PlayStation to develop the next generation of digital creative technology. With a background in Production and CGI, Keith specializes in immersive technologies like AR & VR. Meanwhile, in the Lab, Keith leads a steady stream of research and development, prototyping and experimentation to find the next innovative solution for clients.

UP NEXT

A Journey to the New Frontier (Sundance 2020) pt. 3

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