We’ve got huge news here at Framestore: on the heels of our massive success at SXSWi 2014 with the Game of Thrones VR activation for Relevent & HBO using Oculus Rift, we’re putting our pioneering skills and proprietary technical knowledge to good use by opening the world’s first VR and Immersive Content Studio. Forged out of a commitment to constant innovation this division will service our agency, brand and entertainment clients across all of our US and European offices, allowing us to become a creative partner early in the storytelling process.
We’re already building a state-of-the-art space in our New York office to accommodate a variety of cutting-edge equipment that will guide us in everything from the creation of original VR content to direction to creative strategy – at an Oscar-winning level. We’ll be deploying a team that applies the skillset of producers, creatives, developers and artists alike. Fully immersive and interactive content is something that’s been a part of our DNA for years – from the fully Imax immersive Gravity to our stereoscopic 3D work on Avatar to the five years’ worth of game engine tech we’ve used to bring the Coke Polar Bears, Beats by Dre Pills, and the Game of Thrones elevator to life. Now, we’re ready to apply that knowledge to the next advance in immersive experiences and non-linear storytelling: domestic virtual reality, for everyone.
“Framestore marries the physical and virtual worlds in creating genuinely immersive experiences – as uniquely seen in Gravity and HBO's Game of Thrones experience” said Jon Collins, Framestore’s President of Integrated Advertising Worldwide. “We've honed our exclusive capabilities and understanding of emerging technology to near-perfection to create the most experienced team in VR content today. Many of our clients leaned on us more heavily and at earlier stages in the creative process. This opened our eyes to the possibilities of how we could collaborate on innovative storytelling and inspired us to develop a formal VR service for our clients that draws on the skillsets of Framestore’s four pillars: live action, digital, design and VFX.”
Global Head of Digital, Mike Woods, who will be spearheading the division, added, “The new studio and our breadth of experience in immersive content will allow us to explore a whole new territory and make magic in ways most people can’t even fathom yet. For the past five years, we’ve had a team dedicated to working solely in game engine technology and completely refining non-linear storytelling traits and techniques. Now, we have the opportunity to combine that innate ability to convey a story with an incomparable understanding of new technology. We’re reaching an intriguing crossroads where users have the ability to control and interact with imagery of the highest quality, and we can’t wait to see where we can go with that. The holodeck awaits.”
We’ve got an exciting pipeline of projects and initiatives already in the works. Stay tuned for the latest…