We’ve all seen beautiful digital brand communications. But to truly CONNECT with its audience, a brand has a much bigger job on its hands, especially within an experiential/physical dimension. Over the past decade we’ve grown, developed, and evolved our technological skills and knowledge – to provide cutting edge solutions to our clients’ fast-paced and changing needs.
Digital signage is commonplace and video can be an effective platform for communication, but generative content – which is rendered
in real-time – is a truly dynamic way to engage with people. These forms of content can be easily manipulated by a curator or automatically driven by various streams of data, providing a great deal of flexibility. This allows for truly unique two-way conversations.
Generative content provides people with an imprint, a virtual paintbrush by which to explore, engage, and remember a brand. Using algorithmic code, each user’s input can produce content relating to their position, size, movement or volume. Every iteration of the content is different, never creating the same result twice. Sounds pretty cool, right?
Earlier this year, 2LK and Moving Brands created one of the world’s most ground-breaking generative systems for brand storytelling. Working closely with developer Renderheads, the project boasted a 40-metre canvas of the world’s highest density LED screen material, with the ability to display 3D motion graphics created entirely of real-time generative data. User-driven input from demo staff presented data in a whole new realm, reacting to their movements, volume, scale, and position with 3D graphics, emitting and pulsating around the demo presenters. Generative content’s innate flexibility allows any new data input to be visualised within the same code source – even a saxophonist’s sound, movement and scale data was visualised by the same code.
From flight paths to power consumption, generative content lets us employ data so that it’s not just boring numbers and spreadsheets. It can be captivating, jaw-dropping digital content reacting in real-time.
Are everyday consumer products activating with consumers in this way? Nutella enthusiasts recently had the opportunity to design his or her own unique packaging via generative creation. Seven million jars of Nutella were sold in just one month, each with an entirely individual pack design.
It’s not hard to believe that this will be used way beyond big budget brand communications in the not so distant future.
Virtual reality will likely leverage generative creation next, especially for educational purposes. The possibilities are endless.
2LK’s Creative Director, Andy Sexton, will be discussing the power of generative content creation at EVENtech 2017 (Tuesday at 16:15).
Not one to miss! more info: eventtech.eventmarketer.com/full-programme/#day-tuesday