FutureLabs features in Top Interactive Agencies' article, "AR/VR Collaborations in the Realm of Interactive Creativity"

Elias Proctor

In the rapidly evolving digital landscape, Augmented Reality (AR) and Virtual Reality (VR) are reshaping how we engage with digital content.

Recently, Top Interactive Agencies reached out to FutureLabs to contribute to a report: "Imagination Unleashed: AR/VR Collaborations In The Realm Of Interactive Creativity." Our Creative Director, Elias Proctor, shared some insights into the way FutureLabs approaches XR.

Exploring AR and VR's Impact on Creative Narratives

In 2024, we'll continue to see how Augmented Reality and Virtual Reality are reshaping the narrative landscape, breaking free from traditional spaces and bringing immersive stories to people wherever they are. This transformative approach enhances connections between individuals and their environments, and opens up new possibilities for storytelling.

"Augmented and Virtual Reality experiences have the power to take immersive and interactive storytelling out of the traditional spaces of museums, galleries or attractions, and into the hands of people wherever they are. People can engage with interactive stories from their living room, or outdoors at an event, no matter where they are.

(XR) opens up possibilities to create better connections between people and places as well. By introducing an interactive digital layer to real world places, we can tell richer, deeper stories about our environments."
Our work with Disney asked local artists to visualise what our cities might look like in the future, starting with sketches and developing them into a VR application
The outcome allowed users to float through Australian artist's creative re-interpretation of Disney's Tomorrowland in VR

In Immersive Experience Design, Good UX Means Multisensory

The report also sheds light on our approach to designing for XR.

Crafting a positive AR/VR user experience is at the core of our philosophy. Our creative process starts with a low-fidelity user journey, allowing us to identify breakpoints early on and uncover opportunities for memorable 'wow moments.'

Our AR experience for Mastercard was a simple way for users to tap the screen to plant virtual seeds on grassy areas and watch a tree emerge in front of them

We emphasise intuitive design in VR and AR because the experience is often new and novel for users, particularly in the world of experiential marketing and events.

More than most other applications, sound plays a vital role in creating a truly immersive atmosphere and delivering useful user feedback. With sound, we aim to craft a complementary experience that reflects the other information users would be receiving.

We integrate sound design as a central component of our overall experience design when it comes to AR and VR, not just for the feeling of immersion, but also to provide audio feedback and cues to help guide our users through the experience.

Our AR portals for Foot Locker recreated the sounds of a basketball match

Read the full report

For a deeper exploration of these insights and to discover more about our innovative projects, delve into the complete article here.

AR/VR Collaborations in the Realm of Interactive Creativity
Click the image to read the report
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