Creative Technology: Fusing Design, AR, and Interactive Art

Although technology has always played a role in the creative industries, its significance and appeal have increased dramatically in recent years. As designers, we now have more options to link audiences and businesses in creative ways thanks to emerging technologies. In order to inspire, assess, and enhance design and experiences, creative technology incorporates technology-focused knowledge into the creative process. Through various fidelity levels of prototyping, it aids in bringing ideas to life. To put it briefly, working in this industry is exhilarating.

The main goal of creative technology in design is to improve and supplement conventional forms of expression by utilizing a variety of instruments. With the advent of cutting-edge technologies like motion sensors, virtual reality headsets, and smart devices, this field saw a major uptick in popularity around 2015, especially in the advertising sector. These revolutionary developments opened the door for the creation of immersive and interactive material, a trend that is still thriving as processing power increases and digital tools become more intelligent [1].

There is so much more to immersive digital experiences than meets the eye. These days, creating immersive experiences is growing in popularity. The ability to build an immersive environment can set your work apart from the competitors, regardless of whether you're creating a website, app, game, or virtual reality experience. 

For instance, a client from a different area participates in group conversations. Seeing him in the space and having a multi-story office view enhances a rich, multimodal experience [2].

Interactive Installations in Real-World Spaces

The process of producing digital content that blends in with actual surroundings is known as augmented reality (AR). Enhancing or augmenting users' real-time interactions with their surroundings is the aim. AR superimposes pictures, videos, or 3D models on the user's field of vision. Providing contextual information and an enhanced experience is the primary objective of augmented reality.

Attendees can access a range of interactive installations by only pointing their phone or tablet at particular markers or objects in the surroundings, including:

• Product displays that let customers see things in authentic environments
• Before making a purchase, prospective buyers can use virtual try-ons to check how items fit them
• Gamified tasks that motivate participants to move around the venue and interact with the brand

As a further example of how we offered augmented reality experiences to attendees of the event, Atomic Props created a Final Fantasy fan experience using AR technology. One of the game's bosses, Titan, was recreated by us and placed on the Hollywood Walk of Fame in a huge 16-foot facsimile.

VR Branding: Building Experiences, Not Just Visuals

In VR/AR, accessibility is one of the main obstacles. Not every firm has the funds for a large-scale trade fair exhibit, and not every individual owns a top-tier VR headset [3]. For this reason, we consider the context of the audience while designing experiences:

• Personal Devices: The most accessible media is a smartphone. WebAR eliminates the need for app downloads by allowing consumers to interact with AR experiences straight from their browsers. Immersion experiences may now be brought into people's homes with VR thanks to low-cost headsets like the Meta Quest 3 or Pico Neo 4.
• Public Installations: We create experiences for pop-up exhibits, trade events, and retail locations to create moments with a big effect. For example, a car manufacturer may employ mixed reality (XR) to allow customers to see how a new engine model operates. 

For VR branding, the secret is striking a balance between aspiration and pragmatism. We can reach a larger audience without sacrificing innovation by concentrating on platforms that lower friction.

Creative Coding: Powering Digital Creativity

The term "creative coding" describes the application of coding and programming methods to produce interactive and eye-catching digital content. It is a creative and expressive method of coding in which programmers and artists collaborate to create visually appealing and dynamic experiences. A lot of these experiences use multimedia, including sound, animation, graphics, and video, and are interactive.

The main focus of creative coding is experimenting with browser-based tools that integrate a range of potent open-source technologies. Creative technologists are fusing potent tools like React, Tailwind, Framer Motion, and Three.js to create captivating generative designs, while conventional designers may still labor away in Adobe Creative Suite while experimenting with AI or motion [4].

Through a structured UX/UI workflow that included wireframing, research, information architecture, and responsive UI development, Gapsy Studio redesigned the corporate website of FGventures. This resulted in improved CTAs, streamlined navigation, and faster load times to increase conversions and brand credibility.

In order to enable anomaly detection and centralized workflow management in a user-friendly yet data-intensive interface, the team developed a cloud-based security operations dashboard for Guard Center that featured persona-driven wireframes, real-time analytics visualization, and mobile-first responsiveness.

We're thrilled about the potential as creative technologies develop further. Avatars powered by AI may act as virtual brand representatives. Smaller firms will be able to compete with industry titans and generate memorable user experiences as tools become more accessible.

At Gapsy Studio, we think that human-centric storytelling is the way of the future for branding. We can create experiences that connect more deeply and make an impression by fusing state-of-the-art technology with classic creative marketing ideas.

1. https://www.smu.edu/meadows/newsandevents/news/2023/what-is-creative-technology
2. https://ablairneal.com/creative-technology-ecosystems
3. https://www.worldscientific.com/doi/pdf/10.1142/S0129156425407235?srsltid=AfmBOoqRfFrGvM-_LvMYHc9lhKndaoLGZpCMm0ejni1xtlpkns9qfJZk
4. https://www.printmag.com/industry-perspectives/creative-technology-is-reshaping-brand-building/