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  • Activ Right Brain
  • About Dean
  • Designing The Future
  • Speaker
  • Keynotes
  • Blog
  • Art
  • Contact

VR48: Addressing VR’s Identity Crisis

You wait a whole year for a Virtual Reality endurance attempt, then three come along at once.

Derek Westerman spent 25 hours in a virtual room drawing with Tilt Brush, a 3D creative tool designed to allow the user to build VR sculptures. Result: He set a Guinness World Record, babbled incoherently and threw up in a bucket.

Next, Alejandro “AJ” Fragoso and Alex Christison spent 50 hours sat on a sofa, eating snacks and drinking Red Bull watching TV and movies on Oculus Rift headsets. Result: They too grabbed a record, suffered with indigestion and grew beards.

Don’t get me wrong, I love Guinness World Records and I have a long and happy association with them. However, Virtual Reality is saddled with an image problem, one of nauseating game-play and fellas mostly wasting their time. Sadly, these types of endurance records reinforce it.

If I sound less than impressed with these other attempts, it’s because I am. I spent 24 hours in VR last year (but that’s another story) and this year, as much as I wanted to tackle the official 48 hour VR record, GWR insisted we stay awake for the entire two day period and this ironically wasn’t realistic.

I joined forces with Sarah Jones, a senior media academic and 360º storyteller, to ‘live’ in Virtual Reality. This included eating, sleeping, running, fighting, driving, wing-walking, even getting a tattoo! Everything we tackled, we did so for a reason, not just because we could but to show the outside world that VR has a place in our lives and is there to complement it, rather than replace it.

We harvested meaningful data, relayed anecdotal feedback throughout our experience and 5 minutes per hour were reserved for dashes to the bathroom and 360º video diaries – not at the same time I hasten to add.

Amongst the more conventional VR experiences such as problem-solving, training, painting and gaming, we scheduled three extreme physical activities. Our first required us to drive go-karts around a purpose-built track, using the through-camera on a Samsung Gear VR to give us a video view of the surroundings. An interesting challenge when the vibration of the vehicle causes the camera feed to shake and blur, but a great illustration of driving on instinct and highlighting some genuinely useful user-cases for Augmented Reality headsets.

Race info, ghost competitors and screen entertainment for autonomous vehicles will all follow as a direct result of this kind of real-world testing.

VR48_ID_Crisis_GoKart.jpg

Our second physical challenge required less movement but greater immersion. I was ready for my tattoo…

I haven't been under an inked needle before so this was my first taste of body art. I have to admit to being a less than enthusiastic volunteer but we were determined to discover if VR could successfully mitigate pain. The irritation needed to be sustained and relatively intense, so leg-waxing or nipple-piercing were out!

I chose Gunjack to keep my mind off the job in hand (or arm). This 3D space adventure requires a pretty low skill level, but quick reflexes and prolonged concentration.

I began the process with my headset up, allowing me an unimpeded view of my arm as the needle struck home – my baseline pain levels were set. If I were to describe this raw tattooing pain as a sustained maximum of 10, I felt the VR content and the subsequent cocktail of endorphins and adrenaline genuinely dropped the irritation to a 6 or 7. That result alone would have satisfied us but we were also wearing Apple Watches throughout VR48 to monitor heart rates. Mine peaked at 103BPM in the tattoo studio with a clear view of the procedure, dropping to 74BPM under immersion. That’s anecdotal feedback supported by real science.

Sarah and I returned some uniquely different results over the course of the two days and nowhere was that more evident than in our ultimate challenge – the wing walking finale.

Still wearing our VR headsets, we arrived at RFC Rendcomb Aerodrome at 10am, fresh from the journey from Coventry University to Cirencester in the back of a MINI Convertible – acclimatising ourselves to the freezing temperatures and buffeting we’d have to endure at 150mph when strapped to the top wing of a 75 year old aircraft.

With all our preparation, our additional webbing, straps and a bespoke balaclava weren’t enough to satisfy the experienced pilot or the Breitling Aerobatic team – we were told to hold onto the Gear VR headset with both hands for the entire flight. There would be no waving to the crowd mid loop.

We hoped to gain valuable insight into the effects of velocity and wind resistance on VR viewing. Could reality enhance the virtual experience and vice versa? To view this, we would again be seeing the real world through the Samsung headset’s built-in camera. Or would we?

I mentioned different experiences and mine took a turn for the worse when strapped to the wing, preparing to taxi to the far end of the airfield. “Please remove your phone and update the software”. Seriously? My Galaxy Note 4 had chosen this very moment to force a software update on me. I wasn’t asked politely if I would like to – just told it would happen or my phone was dead. With no adequate connection in the middle of a field, I was faced with a useless piece of technology.

Not willing to submit to the failings of the Internet of Things, I removed the phone and squinted through the headset lenses for the duration of the flight. Not all was lost, as I actually experienced this through the eyes of a partially-sighted individual. Chalk one up for the power of empathy, and a huge black mark for Samsung.

Sarah had no such problems as the team set up a wireless hot spot, updated the software and sent her off to view the entire flight as planned – with the valuable research recorded.

One of the surprise results of VR48 was our time spent in Knockout League, a boxing simulator for HTC Vive and Oculus Rift. Your opponent is a larger-than-life cartoon character but the gameplay feels every bit as real as time spent in the ring with an actual heavyweight. We found ourselves ducking and diving, with adrenaline levels and heart rates increasing as our (virtual) vision blurred from a flurry of head-shots.

If ever there was a case against stereotypical VR couch potatoes, virtual boxing was it. That and the go-karting. And the tattoo. And the wing walk.

So what were the side-effects? For an endurance attempt such as this, it can be difficult to differentiate between regular eyestrain and fatigue and that relating to being in a virtual environment. Sarah’s forehead was sore and her cheeks were temporarily marked. The bridge of my nose was bruised and my close-up vision is still slightly more blurred than before the event.

Other than that, we appear to be psychologically unaffected – even with our VR48 content planning requiring us to fall asleep and wake up in VR!

This medical research may come as a surprise to the public, brands and hardware multinationals alike as I’m pretty sure they all thought we’d be lucky to survive unscathed.

We received no support from any headset or mobile manufacturers as they believed we contravened all their health and safety advice, but these side effects are never talked about at the many global industry events and certainly not in the consumer press.

I hope we've gone some way to change the current perception of VR and to highlight its potential, rather than its shortcomings.

A version of this article originally appeared in the Huffington Post

tags: VR48, VR, Virtual Reality, Brandwidth, Coventry University, Stunts, extreme sports, go-kart, wing-walk, tattoo
categories: Agency, Connected World, Gadget, Innovation, Mobile technology, Virtual Reality, Wearable Technology
Sunday 05.28.17
Posted by Dean Johnson
 

Fast Forward

On April 3rd 2010, the iPad was unleashed on the world and our first iPad app was ready to download on day one. Fast forward to April 24th 2015 and our first Apple Watch app is available on the day the Cupertino giant’s smartwatch hits the streets. Brandwidth’s bloody good at this stuff, but we don’t like to shout about it.

It’s easy to claim innovation and futurology are all about predicting trends and second-guessing the market. What’s more useful for clients is to take control of the path for their products, services and delivery based on facts. To achieve this, businesses need to get better at shaping their own futures. 

In 2010 the iPad-related headlines were for our incredible Guinness World Records app, now we’ve developed an extension to our existing Vodafone Porsche Car Connect app for Apple Watch. Neither of these apps were knee-jerk reactions to product announcements, they were carefully planned, developed and crafted titles, targeted to maximise user experience for new audiences.

We didn’t wait for an official announcement for either tablet or watch. I hinted at the possibility of Apple’s tablet back in 2009 (and referenced the ‘iPad’) and we’ve been planning for an Apple Watch for nearly three years. The Porsche Car Connect app wouldn’t have been possible without a visionary client, willing to take a few risks for a well-deserved halo effect. The same can be said for Guinness World Records and both clients shared in the roller-coaster ride towards launch day. It was worth every minute!

By creating bespoke products for new technology we’ve added value rather than noise. Unfortunately, for the next few months there will be a lot of white noise surrounding the Apple Watch. The temptation for existing app publishers will be to develop smartwatch extensions just for the sake of it. To make something just because they can and because their audience is demanding content for their new toys.

Stop. if you merely add clutter to what is already a small piece of digital real estate, you’ll run the risk of consumers wanting the app off their watch AND their smartphone.

We’re entering a challenging phase in UI design. Just when you thought screens were getting bigger, along comes a new era of tiny wrist-worn technology requiring effective and intelligent design, not merely smaller text and images.

Here’s the smartwatch rule to apply, as a designer, developer or client: “If there is value added by delivering information or functionality more conveniently on the wrist than any other screen, do it. It’s the future and your audience will expect it.”

We’re not afraid of firsts but they’re carefully researched, meticulously planned and expertly produced. They’re not punts based on guesswork, dressed up as analysis. We don’t bet it all on red unless we’ve been instrumental in designing a red thing.

Top L-R: Guinness World Records: At Your Fingertips, Early Apple Watch connected concept, Oculus Rift Light Saber battle. Bottom L-R: Toyota Auris 3D filming, Lexus Symphony Orchestra, Holiday Inn Green Room.

Top L-R: Guinness World Records: At Your Fingertips, Early Apple Watch connected concept, Oculus Rift Light Saber battle. Bottom L-R: Toyota Auris 3D filming, Lexus Symphony Orchestra, Holiday Inn Green Room.

It’s not all about Apple and apps either, demonstrated by our award-winning Lexus Symphony Orchestra, 3D screens, gestural interaction and a gold medal won at the Hampton Court Flower Show for our Holiday Inn Green Room… and a bunch of things you haven’t seen yet.

The future’s bright, because we’re busy designing bright things.

tags: Apple Watch, Apple, iPad, smartwatch, wearable tech, wearables, gadgets, Porsche, Porsche Car Connect, Vodafone, Guinness World Records, Innovation, design, UX, Brandwidth, apps
categories: Agency, Apps, Automotive, cars, Connected World, Design, Futurology, Gadget, Innovation, Mobile technology, Wearable Technology
Friday 04.24.15
Posted by Dean Johnson
 

2015 Shorty Awards: A Year of Living Dangerously

It’s been a whole year since my last Shorty Awards campaign. Here I am again, but everything has changed! The Apps category is no more so I’m championing an entirely new category… #Innovation.

Last year I reached the final and headed to New York only to miss out on the night. You think the Oscars are competitive, the Shorties are even more cutthroat!

This time, I’d love your votes in a category that will only exist if we work together. There isn’t currently an Innovation category but if I receive enough votes, it’s possible the Real-Time Academy will make it official.

There's no 'I' in Shorty Awards but it is all about the individual. Having said that, the cutting-edge innovation only happens thanks to the brilliant Brandwidth team.

Here’s the link to take you directly to the voting screen, just double check the drop-down box shows ‘Other’ and the text contains the hashtag #Innovation (plus your reason for voting for me of course). We can do this! 

Add your vote! < THIS IS THE REALLY IMPORTANT LINK TO VOTE

 

If you need more convincing, here’s the campaign video featuring Brandwidth’s Star Wars Scene Maker app for Lucasfilm, the incredible Maleficent multi-touch book for Disney, the Bernhoft Islander HD music app, my TEDx Athens 4D app experience and my Oculus Rift Light Saber battle with Apptain America at Silicon Beach.

Oh, and Olivia and Hattie in their own virtual worlds…

To add even more depth, here’s the summary of my Shorty Awards Interview and my thoughts following defeat in New York last year.

Thanks!

tags: Shorty Awards, Shorty Awards 2015, #ShortyAwards, Social, Twitter, Facebook, Instagram, Vine, Brandwidth, Star Wars, Star Wars Scene Maker, Apps, iBooks, Maleficent, Bernhoft, Bernhoft Islander, New York, Real-Time Academy, Apptain America, Silicon Beach, Light Saber, Innovation, #Innovation, TEDx, TEDxAthens, Oculus Rift, VR
categories: Apps, Celebrity, Design, Digital Publishing, Innovation, Social, Publishing, Star Wars
Friday 01.30.15
Posted by Dean Johnson
 

May The Force, Maleficent, Bernhoft... and Moondog be with you!

In the past ten days, the English have demonstrated both extremes of the effort and achievement scale. At one end (the bottom) we have the English football squad. unceremoniously dumping themselves out of the World Cup. At the other, we have our award-winning team at Brandwidth.

I hate for my writing to turn into the agency equivalent of a party political broadcast, but sod it – we’re passionate, we’re dedicated and we’re brilliant. Not a particularly British attitude (we’re supposed to be all politeness and deference) but when most of the conversation on our own fair shores revolves around a failed football team and a shortlist of the same old agencies and developers, someone has to fly the flag. We're responsible for the current US number one Entertainment app and Multi-Touch book – I'm pretty sure we're the first developer in the world to achieve this.

So, what have I got to shout about? In a nutshell, having returned from speaking at the Mobile Show in Dubai, I spent a week in the US covering WWDC in San Francisco, visits to Apple in Cupertino and meetings in LA, I touched down briefly in the UK, only to head off to Poland.

“Why Poland?” I hear you cry... I spoke at the brilliant ‘Bitspiration’ Conference in Krakow, an amazing gathering of the great and the good from the worlds of music, digital innovation and start-ups. I couldn’t have been more pleased to be attending when our latest multi-touch book for Disney Studios ‘Maleficent’ was the number one Entertainment title in the US iBooks Store! I was also happy to reveal the incredible ‘Bernhoft Islander’ app and announce our forthcoming ‘Star Wars Scene Maker’ app. More on those later...

As if that wasn’t enough, we had just updated our classic ‘Top 100 Albums’ app for Amber Books in stunning Retina detail and a new FREE cover price. I challenge anyone with an interest in any genre of music to find a reason not to download!

Despite the superstitious overtones, I returned home safely from Poland late on Friday 13th and caught up with the wonderful Nikki Bedi on her BBC London 94.9 show on Saturday evening. My role as ‘Inspector Gadget’ allows me the freedom to talk about the latest tech from around the world, discuss Harrison Ford’s injured foot and further tease the Star Wars and Bernhoft projects.

A big digital product launch usually delivers a mix of extraordinary highs and monumental lows. I’m glad to say, the arrival of ‘Star Wars Scene Maker’ last Thursday offered many more highs than lows. The Brandwidth team has been working closely with Lucasfilm and Disney for nearly a year, with the mission to bring storytelling bang up to date – and take it kicking and screaming into the future.

Who wouldn’t want to step into George Lucas' or JJ Abrams' shoes and direct the iconic scenes from all six movies, then take the reins from Episode VII and beyond? I have worked in publishing, design and technology for nearly thirty years (I started young!) and this project delivers in all areas. Don’t tell me publishing is dead when this is the result – storytelling and interactive narrative taken to digital extremes.

I’m happy to say we’re not stopping here. This is a living, breathing product with a healthy future of enhancements and updates, platform and content opportunities. Oh, and a lot of fun!

Speaking of living and breathing products, another Brandwidth blockbuster is now available – ‘Bernhoft Islander’. We had an incredible opportunity to collaborate with HD360 and Jarle Bernhoft and bring his hypnotic blend of contemporary soul music to life in an encapsulated album app. We’ve worked with a number of digital formats for artists such as The Doors, Led Zeppelin, Demi Lovato, Michael Bublé and the aforementioned Top 100 Albums app but Islander is the first app to launch globally alongside the main album, providing a genuine HD experience, with all music embedded at the quality it originally left the recording studio.

360º video, the Loop Station, an interactive Studio, all create a unique approach for a unique artist and a genuine premium product. Don’t take my word for it, here’s the man himself...

As I’m still on a music theme, the clock is ticking on a superb Kickstarter campaign, ‘The Viking of 6th Avenue’ Documentary. In their own words:

"The inspirational true story of Moondog, the legendary musician and New York icon whose life was an unexpected, outrageous adventure. 

Charlie Parker and Benny Goodman hung out with him. Philip Glass lived with him, Janis Joplin covered his music, Allen Ginsberg stuck it on his fridge, Diane Arbus took his picture and Andy Warhol’s mother designed one of his album covers. Merv Griffin interviewed him, Lenny Bruce shared the bill, Phillippe Starck named a building after him, Elvis Costello brought him to London and fashion designers have created entire collections around his look."

I’m not directly involved but Holly Elson is a brilliant documentary film maker and the Moondog story deserves to be told. At the time of writing, there are 3 days remaining and around $40,000 still to raise. It’s all or nothing – Kickstarter and the Viking of 6th Avenue are only a click away!

So that’s it then? Nope, we’re on a roll. Apart from the rest of the Brandwidth business, providing digital infrastructure and mobile solutions to the automotive sector, enterprise level websites, amazing experiential environments and all the data analytics you can eat, we have a stunning title ready to launch for Taschen later this month followed by many many more. It’s going to be a long hot summer where you’ll hear all about our amazing products, even if you don’t hear about Brandwidth.

tags: Mobile Show ME, WWDC, WWDC14, Apple, Cupertino, Campus 2, Bitspiration, Maleficent, Disney, Bernhoft, Islander, Star Wars, Scene Maker, Top 100 Albums, app, Nikki Bedi, BBC, BBC London 94.9, Lucasfilm, Episode VII, Brandwidth, The Doors, Led Zeppelin, Demi Lovato, Michael Bublé, Moondog
categories: Agency, Apps, Books, Business, Design, Conference, Digital Publishing, iBooks, Mobile technology, Music, Publishing, Star Wars
Monday 06.23.14
Posted by Dean Johnson
 
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