Exploring HTC's Vive

Vive hit the Uniform studio this week and the team have been taking time to explore its capability, and learn more about how it can help evolve the way we develop content for VR platforms.

19.05.16 | Opinion

By Stephen Ardern

Vive Blog

With our blend of 3D, moving image and design skills, VR has been a natural fit for us and we've delivered some really interesting projects for both our clients and ourselves over the last two years. It all started back in 2014, when we took ownership of the Development Kit 2 from Oculus and created an interactive experience for property developers, which we exhibited at MIPIM in March 2015. Since then, we have worked on a number of client projects using Samsung's Gear VR, and more recently an online interactive experience with Knight Dragon and the Greenwich Peninsula development. 

2016 has been a great year for VR, something that became clear when we spoke out at SXSW this year. It seemed that all the big brands were showcasing VR in some way and was the most talked about technology at the conference. This is also translating into consumer sales, with Samsumg seeing unit sales break through the 5 million mark, Oculus not far behind, and now HTC coming to market with Vive.

Most of the team at Uniform are used to experimenting with VR, so our interest centred around how Vive progressed the experience from the previous platforms we've been working with. And, surprisingly, it was considerably different. A higher resolution image, viewed through Fresnel lenses create an incredibly sharp picture quality that is truly captivating. Add to this, intuitive hand controllers, so you can interact with your environment, and integrated audio, the result is an immersive experience of VR, which is even more immersive.

The technology still has some limitations. The compromise of high resolution is portability, as you need to be connected to a computer, which can be a little cumbersome. But this is something that isn't such a big deal, and depends greatly on use. The other drawback, is actually a huge opportunity for those wanting to explore VR; content. Currently, there isn't a vast amount of great content for the platform, which creates a huge amount of opportunity for brands especially. Just like the .com era of moving brands onto the internet, or the social media revolution, VR offers an opportunity to create brand experiences that are truly unique if executed well.

We're excited about the future of VR, and we're seeing more and more clients discover its place within the marketing mix. From a content production point of view, it's also good to see how quickly the technology is being developed. It provides the opportunity to constantly push boundaries and take ideas further and further. Vive has created a lot of buzz within the studio and it will be great to see what content we create over the coming months. Watch this space. 

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