How WiT and Marina Bay Sands teamed up to co-create a story
IN the absence of real travel, one has to use the powers of imagination, aided by technology, to travel with the mind.
I recently had the opportunity to put to the road-test the new Mixed Reality capability at the Marina Bay Sands’ HybridBroadcast Studio.
The studio itself was created in a record seven days last year at the height of the pandemic to allow corporates and event organisers to broadcast as well as convene when restrictions lifted.
The Mixed Reality toolbox was added last November and when we broadcast our WiT Travel Roadshow from the studio in April, I leapt at the opportunity to test the new tool.
Don’t get me wrong, I am not someone who jumps with joy at every squeaky new toy but because we have been confined to a virtual world for so long, any tool that helps content sing louder and better has to be embraced.
It was a steep learning curve for our team as well as the studio’s production team as it was the first time we were both doing it for a joint and extended piece of editorial storytelling. Our task was to create and produce a 10-minute piece of content that would take the shape of an imagined road trip from Singapore to places we can only now dream about right now.
There was of course lots of experimentation as we both learnt the ropes of one, working together on such a project and two, the possibilities and limitations of the tool.
One key lesson I learnt is it starts with a storyboard – you need to have a clear narrative on which to hang the structure. After that, it’s about finding the right MR assets to execute. One key challenge is the lack of suitable, accessible and affordable MR image assets but you can imagine that will be built up over time. Just as photo, video and music stock libraries took time to build, so will assets around MR, VR (Virtual Reality), AR (Augmented Reality) and even ER (Extended Reality).
Another key piece is in the transitions, how you move from one part of the story to the other – much like a roadtrip, you want it to be as smooth as possible without falling into unforeseen potholes.
After that, it’s the “live” delivery of the story – and that’s where anything can go wrong. Yes, you can rehearse and rehearse but as any event producer worth her salt knows, anything can happen on “live” day and so you got to be prepared to improvise.
Anyway, I am glad to report that our live road trip went as smoothly as it could – and it took our audience to the mountains of the Himalayas, to Iceland to seek out the Northern Lights and then onto the beaches of South-east Asia. In MR, you don’t need to rely on aeroplanes, only our imagination. (Watch video here)
Our collaborator, Ong Wee Min, vice president of conventions and exhibitions, Marina Bay Sands, believes new technologies such as Mixed Reality will move the content needle forward for events of the future.
“The digital and technological landscape is constantly changing, and in many ways, accelerating. Capabilities such as Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR) and even Extended Reality (XR) are not new but are the next essential steps that the MICE industry needs to take as technology plays an even more prominent role in meetings of the future.
“MR technology allows presenters to have a more meaningful interaction with digital data and the environment, bringing presentations to life through hyper-realistic visuals.
“A key focus of the industry will be on storytelling. The ability to create meaningful content, deliver it in an engaging and immersive manner will help brands to capture the attention and imagination of their virtual and in-person audiences. This will help further deepen delegate engagement, build brand loyalty and drive idea generation among key communities.”
Response to the studio has been “beyond its imagination”, says Ong Wee Min.
In the nine months since the studio was completed, Ong said the response has been beyond its imagination. “The launch of our multi-functional Hybrid Broadcast Studio last August has inspired other communities, including the entertainment industry, to look at different possibilities. We hosted the first hybrid entertainment event last October for the launch of Singapore hip-hop artist YUNG RAJA’s latest single and music video – The Dance Song.”
As the Global Broadcast Centre for this year’s PCMA Convening Leaders 2021, it also conceptualised and executed the industry’s first omni-channel event of its kind, combining digital (including Mixed Realities), face-to-face partner and chapter events in key cities and venues around the world.
Since the HybridBroadcast Studio, Marina Bay Sands has built another three additional studios, catering to mid and large-size events.
“In the future, event planners can look forward to more enhancements made to the Hybrid Broadcast Studio such as a fully-fledged Extended Reality (XR) hybrid events solution that aims to truly redefine meeting experiences.
“While Marina Bay Sands continues to invest in our infrastructure, facilities and technology, we will also prioritise the personal development of our team members by providing them with the necessary resources to upskill. Our team members are the driving force behind the creation of successful events at Marina Bay Sands and only with the relevant skillsets will they be able to seize opportunities of the future.”
Indeed it is the talent piece that is most critical as Singapore moves enthusiastically to embrace the new world of events. From event producers like us to venues, to the whole eco-system of suppliers, the entire industry needs to reskill as well as attract new skills to support the migration.
And as everyone knows, hardware is easier to build than people skills and what’s needed is more collaboration and partnerships so everyone gets the opportunity to roadtest new tech, as we were fortunate to do.
