Through the Looking Glass: The Future of Creativity
Through the Looking Glass is Subvrsive's biweekly newsletter focused on keeping brands and agencies in the loop when it comes to the latest and greatest emerging tech trends. Curated by our innovation strategy team—and heavily influenced by our day-to-day Slack chatter—Through the Looking Glass is our unique take on emerging technology breakthroughs.
~5min read.
The Future of Creativity: How Technology is Redefining Content
Emerging technologies are redefining the ways we create, and adding new avenues for sharing content with our audiences. Generative AI is democratizing access to everything from logo design to cinematic concept art, with tools such as DALL-E 3 and RunwayML making it easier than ever to go from concept to visualization. Immersive technologies (like augmented reality and “the metaverse”) are redefining how we experience content for everything from fashion, to concerts. The possibilities for creating innovative content with these new tools is truly endless, and it’s getting easier by the day.?
In this article, we’ll dive into new technologies, how they’re impacting the way we create, and what it means for you and your brand.?
AI: Unleashing Boundless Creativity
Today, AI is being used to create music (see: AI Drake), graphic designs (now with accurate text), and even entire films. Every day a new tool emerges that streamlines the creative process, or unlocks new possibilities. For example, LumaLabs’ gaussian splatting uses AI to turn 2D images into high definition 3D models - this enables the creation of high quality digital twins of real places, just using your smartphone. In a similar vein, Pika recently launched their “idea-to-video” platform, which creates custom animations with just a prompt and the click of a button.
Speaking of film-making, did you know that AI was used in the VFX process for the Oscar-winning film Everything, Everywhere, All at Once? VFX editor Evan Halleck used Runway’s AI background remover tool, and stated, “just a couple of clicks can save me several hours”. AI is now also being used in the virtual production process, where filmmakers are using large LED volumes to display high-definition AI-generated images as backdrops for films and television shows. Filmmaking is just one of the many industries that generative AI is disrupting.
Currently, these tools often produce results that aren’t exactly what we want in terms of quality (see: AI-generated hands). This leaves us having to do more work in post-production to bring AI content up to par. Additionally, getting decent results often takes an in-depth knowledge of each particular tool and how their settings and prompts affect outputs. In the future, it’s likely that the user experience for generative AI will dramatically improve, with creators being able to more easily produce high quality results, with programs that are fine-tuned to their individual needs.
For brands, this means that creating content that engages your audience in innovative and impactful ways is becoming more important than ever. Because these tools are new and always evolving, it’s nearly impossible to stay on top of all the latest trends and keep your content on the cutting edge… which is probably why you’re reading this newsletter ??.
Luckily, we have an Innovation Strategy team that stays up-to-date on everything happening in emerging tech.?
XR: A New Dimension of Immersion
Technologies such as virtual reality (VR), augmented reality (AR), and “the metaverse” are allowing creators to reach their audience in a whole new dimension. Platforms such as Fortnite (231 million monthly active users) and Roblox (214 million monthly active users) have built-in audiences that are already engaged and excited to be there. Authentic, fun experiences on these platforms can introduce brands to new audiences, and engage them in ways that just aren’t possible with traditional advertising methods.?
The proof is in the player count. Last year, Chipotle released a burrito builder experience in Roblox, where players could earn “Burrito Bucks”, which could be exchanged for real burritos. To date, the Chipotle Burrito Builder has achieved almost 25 million visits, and has been favorited over 200,000 times! Chipotle is one of many brand success stories in gaming and the metaverse, as this new category of advertising continues rapid growth.?
Blending the real and virtual worlds creates dynamic experiences that can immerse your audience in your brands’ world, and alter the physical world around them. Branded AR filters on platforms like TikTok and Instagram is another option for businesses to use immersive tech to promote their brands in a fun way that encourages user-generated content (UGC). A 2021 study by Ericsson Emodo revealed that including immersive elements like AR in ads significantly increases consumer engagement. Three-quarters of consumers reported they would pay more attention to ads with an AR component.
For example, Subvrsive partnered with TikTok and Universal Studios to create a branded AR effect to stir up excitement for the film Halloween’s End. The experience dropped unsuspecting TikTokers into the center of the terror: within arm’s reach of the film’s infamous killer. This campaign generated a staggering 13 million views, with over 43 thousand videos submitted by over 34 thousand unique creators. Clearly, there is enormous value in creating more immersive and engaging content in advertising.?
The Future of Creativity
We stand at the dawn of a new era in content creation, where the fusion of technology and creativity is expanding what’s possible. These innovations offer opportunities to create more personalized, interactive, and immersive experiences that resonate with our audiences. As these technologies become more intuitive to use, the barrier between idea and execution will vanish, allowing us to realize creative visions that were once thought to be impossible.?
For brands, this means storytelling on an epic scale, reaching audiences in ways that blur the lines between fantasy and reality. For creators, it means a world where their visions come to life with just a few prompts and clicks. The future of creativity is bright, and it's calling to us to reinvent, reimagine, and redefine what's possible. Let’s create the future together ??.
?? Cool Tools & Other Stuff
Curated by Christopher Davila & the Innovation Strategy Team.
If you'd like to get in touch with our team about anything you read in this newsletter or a project you have in mind, reach out here.
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