As virtual production continues to evolve, so too does the industry-wide conversation regarding the metaverse. Given the potential for crafting immersive and intricate digital worlds, what does this mean for how brands should approach their Metaverse strategies? And why is it essential to have a strategy for the Metaverse in the first place? In collaboration with LBB, Unreal Engine is sponsoring the ‘Virtual Production’ channel, where we will be speaking with some of the industry’s most forward-thinking and innovative minds to explore some of the biggest questions surrounding this new way of working.
Today, we speak to R/GA’s SVP ECD Nick Pringle. Nick’s work has often put him at the forefront of innovation in the digital and immersive spaces, with campaigns such as Verizon Fortnite Stadium hinting at the sheer scale of the metaverse’s creative potential. Here, Nick reflects on how the metaverse - or rather web3 more broadly - will redefine our concept of ‘ownership’, why Unreal Engine is proving such a popular way to create immersive experiences and, most importantly, how creatives can think outside the box and create true innovation within the metaverse.
LBB> Nick - when you think of the potential of the metaverse, what is it that you’re thinking about exactly?
Nick> Ha, well that’s a nice ambitious way to start. The metaverse is a subset of web3 - the next iteration of the internet - which is my main area of interest. It’s easy to think about that jump, from web2 to web3, in terms of technological leaps. But, for me, it’s more about changing expectations with regards to how we interact with the internet. And that’s what’s truly exciting.
It started with, at the most basic level, us understanding that we can read stuff on the internet. So people put stuff on there to be read. Then it evolved into the expectation that the internet was something you were part of, that you could write, create, and express yourself in quite a profound way. So then we all started doing exactly that, and that’s broadly where we are now. And today, we’ve hit the peak of that phase and we’re starting to see the kernels of a new expectation. It’s an expectation that says the internet is immersive, three dimensional, and will allow you some sense of ownership. We see that through the likes of Roblox and Fortnite, and the rise of NFTs. And that is web3. We are, in all likelihood, a decade or so away from hitting the ‘peak’ of web3 as was the case with web1 and web2. But it’s happening, and when the pace does build up it will do so quickly.
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