BCN Visuals specializes in providing 3D anamorphic content for out-of-home billboard advertising and producing cinematic visuals for leading brands in cities around the world. Recently, the company worked on the launch of a campaign for Xbox bringing its brand of immersive entertainment to the newly-opened Sphere at the Venetian Resort in Las Vegas.
Lina Maggi. Image courtesy of BCN Visuals.
David Bianca. Image courtesy of BCN Visuals.
In an exclusive interview, Commercial Integrator sits down with two subject matter experts from BCN Visuals where they expand on the importance of creating visual content that truly resonate with audiences everywhere. They also spotlight how the advent of the Sphere will revolutionize the spatial narrative in immersive experiences.
Check out the full interview on the Sphere and BCN Visuals featuring Lina Maggi, vice president of partnerships and head of OOH, BCN Visuals and Davide Bianca, chief creative officer, BCN Visuals.
Lina Maggi: As a provider of 3D anamorphic content, BCN Visuals has been powering exciting Digital OOH (DOOH) campaigns worldwide for an array of clients looking to leave an indelible mark. We seek to capitalize on a hyper-connected world where “don’t tell me, show me” is more and more important these days. Thus, we are in the business of emotions, providing an immersive approach to storytelling.
For the Xbox campaign, BCN Visuals partnered with 215McCann to deliver a never-been-done and first-to-market campaign on the brand-new MSG Sphere, utilizing its unique canvas to showcase and highlight a world-renowned and already-loved brand.
Maggi: BCN Visuals was tasked by Xbox to create a content piece that highlighted both the brand, as an innovative leader in the gaming space, as well as a vehicle for some of the best gaming experiences in the world. BCN Visuals worked closely with the studios for each of the four IPs (Forza Motorsport, Cyberpunk, Starfield and Hellblade) to create a breathtaking narrative, as an extension of the “Power Your Dreams” campaign.
Davide Bianca: From day one, the BCN Visuals mandate has been to completely revolutionize the way content is consumed by blurring the line between media and experience. With a medium like OOH, which has a unique quality of invoking emotions and providing shareability, the Sphere is the perfect canvas to revolutionize immersive entertainment and really push the boundaries of what’s possible, creatively.
With the Sphere, the physical environment becomes an integral part of the storytelling process, influencing how the story unfolds and how the audience engages with it.
Bianca: The Sphere completely redefines the notion of spatial narrative, which refers to the use of physical space to convey a story or narrative experience. It involves the integration of storytelling elements with spatial design and architecture to create an immersive and engaging narrative experience for the audience or participants.
When the Sphere was revealed earlier this year, we jumped on the opportunity and dove in head first to partner with brands looking to create first-to-market content. Having the biggest canvas in the world to play with, in tandem with the opportunity to partner with the biggest brands in the world, demands craftsmanship at the top of its game. And the Sphere requires BCN Visuals to deliver its top game, time and time again.
Maggi: We live in a world where information and news travels faster than we can keep up, with the source of information and ability to share content immediately, within arms length. We’ve seen that the content has been shared and reposted millions of times with people all across the globe. The experiences are organically shared in the form of user-generated social content and without any brand involvement.
This type of interaction and experience is the strongest commercial influence tool in the world today — converting fans into true ambassadors and bringing awareness through an authentic audience voice. With the trend in faux OOH videos where reality is blended with CG and AI, viewers are constantly fooled by brands thinking executions are truly happening in the real world when in fact, they are not.
The work that we do at BCN Visuals is always real and can be seen in the physical world, so we need to design it with a content-first approach to cut through the noise and deliver content that is worthy of global headlines. We love telling stories in a bold, universal and disruptive way through immersive content that honors legacy and history while looking forward through digital innovation.
Bianca: With the surge in new tech like AI, ChatGPT, virtual influencers, and metahumans, we are barely scratching the surface on what’s possible. We look to partner with brands that are also looking to achieve the unachievable.
We’ve always used a canvas-first approach, and no two campaigns are alike, so this further reinforces the idea that immersive narrative needs to be designed for the spectator — we need to pivot the status quo and treat public spaces like giant venues and advertising like a communal experience, rather than simply consuming content.
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This content was originally published here.