Luke Ritchie is an expert in the rise of Mixed Reality storytelling – which is when virtual characters and stories are inserted into our real lives.
He’s coming to ADFEST where he’ll kick off four days of creative inspiration as our very first speaker. Ritchie is Head of Interactive Arts at Nexus Interactive Arts in London.
What's your session all about this year -- and why shouldn't it be missed? My talk is about is Mixed Reality storytelling – where a story or experience literally breaks out of the screen and fills your sitting room. I'm going to do a deep dive into what it means to build stories which are intelligent, as in they know how they're being viewed or interacted with, an opportunity in storytelling we've never had before.
Mixed Reality sounds equally terrifying and exciting … horror movies will never be the same again! What is the most important thing advertising creatives need to know about Mixed Reality? It's still early days so I'm not preaching mass adoption. However, the uptake for interactive stories is growing immensely, and the opportunities for storytelling in mixed-reality are for me, in regards to advertising or marketing, utterly transformative.
You also spoke at ADFEST last year. What's your favourite ADFEST memory? Beautiful sunsets [and Thai food] with super interesting creative people!
For those in Asia who don't know much about Nexus Interactive Arts, what can you tell us about who you are & what you do? Nexus Interactive Arts is a division of Nexus Studios. We're still highly focused on storytelling and filmmaking but across work that's always interactive and a majority of the time using emerging technology that furthers our interests in making real-time intelligent stories.
‘The Next Frontier in Virtual Storytelling’ kicks off ADFEST 2017 on Wednesday 22 March, 10:45 am http://nexusstudios.com/interactive-arts