Trend Watch: A Look Forward
By Bexy Cameron | Head of Insight
Head of Insight Bexy Cameron identifies and embraces the changes that are getting Amplify excited about...
The only constant is change
Yet if we are constantly changing, it’s strange how rarely we discuss it. It’s as if we need the January juncture to push us into both reflecting on the year behind, and looking forward to what lies ahead.
This year “Future Forecasts’ have been riddled with technological advances in IOT, big data and beyond. While we at Amplify love our memes, Phablets and Neuromorphic Chips as much as anyone, what really inspires us, are the changes in our industry that have people at the very heart of them. Right where they should be. Whether through content, gaming, social, or branding it's the developments that create deeper connections, and emotional responses that we feel have the most significance.
Intimate, Emotive Reality
Virtual Reality this year vows to become both more intimate and emotive – it’s an area that, whilst historically promised a lot, has been hard to pull off – a culmination of monstrous costs and/or clunky user experiences. But when VR is done well, it is so immersive that it feels like the technology is invisible. And that's where the creative opportunity lies – in experiences that are intimate for the audience. Creatives are helping us explore the outside world with new multisensory experiences that augment nature and urban spaces. For example, Moment Factory in Quebec turned a night-time trail into an immersive experience that included mythical creatures and illuminated trees all to the backdrop of a beautiful soundtrack. The ‘streetscape’ is becoming a rich palette not only for interactive retail and location-sensitive games but for experiences too. This is not tech for tech's sake, but aims to bring emotion and experience that enhances rather than distracts.