{"id":145224,"date":"2023-09-27T09:03:48","date_gmt":"2023-09-27T09:03:48","guid":{"rendered":"https:\/\/amplify.nabshow.com\/?post_type=articles&#038;p=145224"},"modified":"2024-09-08T00:21:04","modified_gmt":"2024-09-08T00:21:04","slug":"nabshowny-leverage-new-tech-for-storytelling","status":"publish","type":"articles","link":"https:\/\/jwolfepr.com\/dev\/articles\/nabshowny-leverage-new-tech-for-storytelling\/","title":{"rendered":"Tech That&#8217;s a Catalyst for Creativity"},"content":{"rendered":"\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns article-content is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<figure class=\"wp-block-image size-large is-resized\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/technology2.gif?ssl=1\" alt=\"technology innovation data\" class=\"wp-image-114850\" style=\"width:840px;height:auto\"\/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">TL;DR<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Creative producer and VFX supervisor Eric Alba, dotdotdash executive director of technology Adam Paikowsky, and ASHER XR founder and CEO Christina Lee Storm discuss current technology trends pushing the boundaries of storytelling.<\/em><\/li>\n\n\n\n<li><em>This trio of industry pros will lead a networking session at <a href=\"https:\/\/registration.experientevent.com\/ShowNAB238\/Flow\/ATT\/?MarketingCode=AMP05\" target=\"_blank\" rel=\"noreferrer noopener\">NAB Show New York<\/a> titled &#8220;<a href=\"https:\/\/nabny23.mapyourshow.com\/8_0\/sessions\/session-details.cfm?scheduleid=86\" target=\"_blank\" rel=\"noreferrer noopener\">Leveraging New Tech For Storytelling<\/a>,&#8221; exploring practical applications of emerging technologies from personalization to multiplatform interactivity.<\/em><\/li>\n\n\n\n<li><em>The experts highlight the transformative power of technologies like Unreal Engine and generative AI, emphasizing their role in creative expression and collaboration.<\/em><\/li>\n\n\n\n<li><em>Paikowsky singles out spatial computing as the &#8220;next frontier of interactive technology,&#8221; offering a glimpse into its potential to revolutionize storytelling.<\/em><\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<p>Amid a groundbreaking era of technological innovation, the Media &amp; Entertainment industry is not just adapting but evolving. From digital media to multiplatform interactivity, technology is acting as a catalyst, opening up new avenues for creative expression.<\/p>\n\n\n\n<p>This October, M&amp;E professionals will gather at <a href=\"https:\/\/nabshow.com\/newyork2023\/\" target=\"_blank\" rel=\"noreferrer noopener\">NAB Show New York<\/a> to discuss, challenge, and inspire one another on the emerging technologies shaping our creative future. As a prelude of the event, running October 24-26, we spoke with a trio of industry pros about current trends pushing the boundaries of storytelling.<\/p>\n\n\n\n<p>The conversation, which included creative producer and visual effects supervisor Eric Alba, dotdotdash executive director of technology Adam Paikowsky, and ASHER XR founder and CEO Christina Lee Storm, focused on real-time workflows, the power of generative AI and procedurally generated worlds, and non-linear storytelling using AI and immersive technology.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/Leveraging-New-Tech-For-Storytelling.png?ssl=1\" alt=\"L to R: Creative producer and visual effects supervisor Eric Alba, dotdotdash executive director of technology Adam Paikowsky, and ASHER XR founder and CEO Christina Lee Storm.\" class=\"wp-image-145226\"\/><figcaption class=\"wp-element-caption\">L to R: Creative producer and visual effects supervisor Eric Alba, dotdotdash executive director of technology Adam Paikowsky, and ASHER XR founder and CEO Christina Lee Storm.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The Catalysts of Change<\/h2>\n\n\n\n<p>\u201cI think it\u2019s a bit of a kitbash of a lot of different technologies in service of a sector or several sectors that are merging together,\u201d Alba says of the forces driving the current evolution in storytelling. He emphasizes the role of Unreal Engine, stating that \u201cthe ability to create worlds procedurally inside the engine is becoming very interesting.\u201d<\/p>\n\n\n\n<p>Asset creation itself hasn\u2019t really changed, \u201cit\u2019s only gotten faster and with better fidelities,\u201d he notes, but generating worlds procedurally helps extend realities or expand worlds, \u201cwhether they be virtual or IRL.\u201d<\/p>\n\n\n\n<p>Storm, who prior to founding ASHER XR served as director of virtual production at Netflix, is equally excited by real-time workflows, but also points to the collaborative environment these tools provide.<\/p>\n\n\n\n<p>\u201cIt\u2019s very akin to when you\u2019re in a room and you\u2019re talking through ideas and such,\u201d she says. \u201cThe toolsets are now improving as well as evolving in a way where we can actually see things in real time and we can actually participate in a way where we don\u2019t have to wait.\u201d<\/p>\n\n\n\n<p>Instead of waiting overnight for renders, \u201cyou can actually get into a place where people can come together in a sandbox-type environment and really start to formulate their creative process.\u201d<\/p>\n\n\n\n<p>Taking real-time tools from production environments all the way through to delivery and beyond, is also intriguing, Alba adds. \u201cWhat\u2019s funny is that, theoretically, a lot of these technologies can be both used for development, ideation, prototype, rapid prototyping, all the way, and then completely just switch to production and execution, and even driving live shows,\u201d he says, pointing to the live entertainment sector. \u201cThat\u2019s what\u2019s interesting.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Spatial Computing as the Next Frontier<\/h2>\n\n\n\n<p>When asked about the technologies that truly ignite his imagination, Paikowsky didn\u2019t hesitate: \u201cSpatial computing is where it\u2019s at.\u201d Coined by former MIT Media Lab researcher Simon Greenwold in 2003, spatial computing brings together the virtual and physical worlds in a seamless way. It can be employed for things as mundane as lights that switch on when a person enters a room, all the way to digital twins of physical environments duplicated down to the smallest detail.<\/p>\n\n\n\n<p>Describing it as the \u201cnext frontier of interactive technology,\u201d Paikowsky believes this emerging field has the transformative power to \u201cbridge the gap between what we\u2019re seeing on our phones and on our screens, and put it into the real world in an interesting way.\u201d<\/p>\n\n\n\n<p>However, Paikowsky also pointed out that the current applications of spatial computing are \u201cquite interesting, but also kind of limited.\u201d He suggests that the industry is still in its infancy, grappling with the challenges and opportunities this new medium presents. \u201cI think it\u2019s just about experimenting and starting to play in the spaces and understand, you know, what works and what doesn\u2019t,\u201d he said, emphasizing the need for trial and error.<\/p>\n\n\n\n<p>One of the most intriguing aspects of spatial computing, according to Paikowsky, is its potential to change the context in which stories are told. \u201cSpeaking spatially is a different part of your brain and being spatially in a way that supports the story is really interesting,\u201d he noted. This opens up new avenues for storytellers to experiment with context, much like how theater uses the concept of a \u201cfourth wall\u201d to engage audiences.<\/p>\n\n\n\n<p>Paikowsky also issued a word of caution against merely replicating existing storytelling methods in spatial computing. \u201cThe pitfall or the red herring would be trying to do the same thing you\u2019re doing now with a new medium,\u201d he warned. Instead, he believes that the \u201cbig wins are actually going to be people who sort of do something different and try and push in a new way.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Creative Use Cases in Modern Storytelling<\/h2>\n\n\n\n<p>As the industry navigates the ever-changing landscape of technology, the question of its practical application in storytelling remains at the forefront.<\/p>\n\n\n\n<p>Paikowsky points to personalization as the future of storytelling. \u201cI think we\u2019re going to start to see a massive shift in traditional content production using real-time workflows in order to, one, be more collaborative, but to also create more scalable personalization,\u201d he says, using targeted commercials as an example.<\/p>\n\n\n\n<p>\u201cRight now, you have, like, your 15 -second text that you use for that commercial, and it\u2019s very broad. You\u2019re going to make, like, three of them,\u201d he explains. \u201cBut in the future, with a real-time production pipeline and real-time graphics, you could actually make hundreds of them using the same structure, but swapping up products that are more relevant to one person or another. It\u2019s very similar to the way performance marketing works, which is all the targeted marketing you\u2019re seeing on Facebook, or banner ads and things like that. But with new workloads, you can really drive personalization.\u201d<\/p>\n\n\n\n<p>Storm is particularly excited about exploring creative use cases at the upcoming NAB Show New York networking session, \u201c<a href=\"https:\/\/nabny23.mapyourshow.com\/8_0\/sessions\/session-details.cfm?scheduleid=86\" target=\"_blank\" rel=\"noreferrer noopener\">Leveraging New Tech For Storytelling<\/a>,\u201d which employs a round-robin format allowing attendees to gain first-hand insights in small interactive groups.<\/p>\n\n\n\n<p>\u201cWe\u2019re going to talk through some creative use cases, things that have worked, things that folks might want to try,\u201d she says. For Storm, the magic happens when \u201cdifferent artists, different backgrounds, different mindsets come in to figure things out.\u201d<\/p>\n\n\n\n<p>Alba echoes this sentiment, emphasizing the need to \u201cunderstand the process of how these tools work together\u201d and to consider the end deliverable. Whether it\u2019s linear media content or an interactive, location-based experience, the technology should serve the storytelling. \u201cYou have to look at the use case of what you\u2019re delivering at the end,\u201d he advises.<\/p>\n\n\n\n<p>While new technologies offer a plethora of tools and platforms, it\u2019s the creative use cases that truly unlock their potential. As Storm puts it, this is the space \u201cwhere ideas come together,\u201d and it\u2019s this collaborative, purpose-driven approach that our industry experts agree will shape the future of storytelling.<\/p>\n\n\n\n<div class=\"wp-block-group has-luminous-vivid-amber-color has-text-color\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-css-opacity has-luminous-vivid-amber-background-color has-background is-style-default\"\/>\n\n\n\n<h4 class=\"wp-block-heading has-luminous-vivid-amber-background-color has-background\" id=\"exploring-artificial-intelligence\"><strong><a href=\"https:\/\/amplify.nabshow.com\/articles\/nabshowny-2023-keynote-evan-shapiro-whats-next\/\" target=\"_blank\" rel=\"noreferrer noopener\">Evan Shapiro to Predict \u201cWhat\u2019s Next\u201d for M&amp;E at NAB Show New York Keynote Address<\/a><\/strong><\/h4>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><a href=\"https:\/\/amplify.nabshow.com\/articles\/nabshowny-2023-keynote-evan-shapiro-whats-next\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/Evan-Shapiro.jpg?ssl=1\" alt=\"Evan Shapiro\" class=\"wp-image-142087\" style=\"width:551px;height:290px\"\/><\/a><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading has-black-color has-text-color\">Media cartographer and industry observer Evan Shapiro is set to deliver the keynote address at <a href=\"https:\/\/registration.experientevent.com\/ShowNAB238\/Flow\/ATT\/?MarketingCode=AMP05\" target=\"_blank\" rel=\"noreferrer noopener\">NAB Show New York<\/a>. Known as media\u2019s official Unofficial Cartographer for his visual charting of the industry\u2019s continual evolution, Shapiro\u2019s speech will center on \u201cWhat\u2019s Next\u201d for Media &amp; Entertainment. He\u2019ll use this keynote to lay out what to expect in the next era of media, whether we\u2019re ready for it or not.<\/h4>\n\n\n\n<h4 class=\"wp-block-heading has-black-color has-text-color\">Attendees can look forward to new research and insights, as well as Shapiro\u2019s honest assessment of how the M&amp;E industry can grapple with its next era. Preceded by remarks from NAB President and CEO Curtis LeGeyt, this keynote session is scheduled for Wednesday, October 25, at 10:30 a.m. on the Insight Theater stage. <\/h4>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-css-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>A trio of industry pros discuss current technology trends pushing the boundaries of storytelling as a prelude to NAB Show New York.<\/p>\n","protected":false},"author":2,"featured_media":168326,"menu_order":0,"template":"","meta":{"_acf_changed":false,"_breakdance_hide_in_design_set":false,"_breakdance_tags":""},"categories":[248],"class_list":["post-145224","articles","type-articles","status-publish","has-post-thumbnail","hentry","category-amplify"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - 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