by Rahul Kallankandy, Senior Online Artist & Visual Effects Director
Its always exciting to explore new possibilities in post production. One of the biggest problems facing advertising right now is retaining consumer interest. As we all know advertising can sometimes be quite intrusive. In your face branding can create a negative response from the viewers and/or cause the viewer to look away or skip advertising entirely.
The biggest advantage of 360 vs traditional commercial/advertising is user interaction.
360 gives the consumer control over the camera. It actually goes back to traditional forms of entertainment like plays or live theatre but with a more focused approach.
The freedom to pan and rotate the camera leads to a viewing experience which requires user input with the mouse, or actually using your head to take a look around you as the action on screen unfolds.
The viewer can be fully immersed in a 360 video with a VR headset. Which means zero distractions. In this day and age of constant distractions, watching a single video has become a challenge. People open up multiple tabs on their browser and watch multiple videos, sometimes at the same time. Because 360 requires user input, it becomes important for the viewer to actually focus on one video to completely enjoy the on screen visuals.
The incorporation of visual effects or motion graphics adds more dimension to 360 videos. Techniques like on screen text information helps lead the viewer in the right direction. Non-intrusive advertising techniques may be used to push branding within a shot. In the Saigon Soul Pool Party, we included our logo on a building as a test to explore such techniques. Basically, the viewer can enjoy the video and get a very good feel of any place or event with spatial audio and people moving around in frame. The viewer may chose to watch a certain section of the video or pan to another side which may be more interesting. So in effect, one video can be viewed multiple times and each time the experience may be different based on one’s mouse movement.
The biggest challenge facing us in 360 right now would be data management. Because of the nature of the format, we work with 4k video files. The resolution ensures that the viewer can get maximum clarity of visuals.
From a development point of view, quick turn around time from shoot to upload would be the top priority for the 360 team.
The future of 360 video would be to create engaging storylines which would help the viewer experience a completely different perspective to traditional video consumption. Like all things in the creative field, one is limited only by one’s imagination. We look forward to break the barrier between inaccessible technology and a completely immersive video which makes you forget the format and enjoy the content. In the end, content shall always be king.