Atomic Digital Design Creator Spotlight
As we continue with our creator spotlight series, this week we are highlighting Atomic Digital Design! They are not a consulting firm, agency, or studio. Instead, they are “an extension that plugs into your team and provides its knowhow when it comes to conceiving, producing and delivering digital content.” A member of their team, Sophie Thi, walked us through a day in the life at Atomic Digital, provided advice for aspiring AR creators, and opened up about the challenges and benefits of being a creator.
What does the typical day of a creator look like?
“10:00 am: The team arrives at the studio and begins the day with a meeting to discuss the day’s priorities, current projects, and any issues that must be addressed.
10:30 am: The creative team starts developing new ideas for AR experiences, discussing and brainstorming with each other to develop innovative concepts that align with the client’s goals.
11:00 am: The production team begins developing the technical aspects of the AR experiences, working on coding, graphic design, and animation.
1:00 pm: Lunch break, during which team members often discuss ongoing projects, share ideas and provide feedback to each other.
2:00 pm: The creative and production teams gather to review progress on current projects and discuss any challenges they face. They brainstorm ways to overcome these challenges and ensure the project is on track.
4:00 pm: The team tests the AR experiences they have created and makes any necessary adjustments or improvements.
6:00 pm: The team wraps up the day by updating project files, communicating with clients, and making plans for the following day’s work.
Of course, the schedule can vary depending on the specific project, client demands, and deadlines. However, this gives you an idea of a typical day at a creative and production studio specializing in augmented reality.”
What is your favorite part of the creation process?
“Our motto is to push the boundaries of what is possible in AR. We often have to work through many iterations and back & forth with the client to create the right look and feel, so it required a lot of agility and smooth communication with everyone involved.”
What are some challenges you face during the creation process?
“Technical limitations: One of the primary challenges that AR studios face is the technical limitations of the hardware and software. The technology is still evolving and has certain tracking, rendering, and performance limitations.
Compatibility: Another challenge is ensuring compatibility across different devices and platforms. AR experiences must work seamlessly on a wide range of devices, which can challenge the development team.
User experience: Creating an engaging and intuitive user experience in AR requires a lot of creativity and attention to detail. AR experiences need to be designed in a way that is not only visually appealing but also easy to use and navigate.
Content creation: Creating compelling content that integrates well with the real world can be challenging. Designing 3D models, animations, and other visual elements that are both realistic and imaginative requires a lot of creativity and technical expertise.”
Do you have any advice for anyone looking to get started in AR creation?
“When discussing AR, it’s important to consider its broader implications: it’s a tangible example of what the internet of tomorrow will look like. AR is particularly interesting for mobile users because they can utilize their cameras as versatile tools, just like a keyboard. This means that through the camera, they can enjoy a range of experiences, entertainment, and practical applications, such as shopping, problem-solving, or education. AR adds another layer of experience to the real world. It’s changing how we live in the moment and connect with the world and others. For brands, it has a huge potential for utility and experience. It’s the most immersive way to deepen a brand’s story and connect with an audience.”
What are some benefits of being an AR creator?
“AR adds another layer of experience to the real world. It’s changing how we live in the moment and connect with the world and others. For brands, it has a huge potential for utility and experience. It’s the most immersive way to deepen a brand’s story and connect with an audience. Up until now, brands have relied on audio and visual content to tell their story. We see amazing audio and visual campaigns, but the audience can only watch them; they can’t experience them. With AR, you can engage your audience at another level: they are at the centre of the content. They can engage, participate and play with it. AR is a great complement to the traditional marketing mix. Brands are understanding more and more that they can leverage utility through WebAR. They can use WebAR as an always-on communication tool to tell their story and engage their audience.”
How do you see the future of AR evolving, and what role do you think AR creators will play in shaping that future?
“First, AR allows users to enhance their reality instead of completely replacing it. Unlike VR, AR doesn’t give you the impression that you’re leaving reality. Instead, it overlays digital elements onto the real world, allowing you to interact simultaneously with both the physical and digital worlds. We believe the real metaverse, the next evolution of the internet, will be built in AR. It’s not about escaping reality but rather enhancing it.”
Can you walk me through the process of creating an AR experience, from concept to implementation?
Our team’s creative process for WebAR marketing involves collaboration with our clients to define the goals and objectives, ideation and conceptualisation of the AR experience. The development involves UI,UX Design, 3D design, development and testing. And finally, launch and monitoring of the performance to optimise and improve the experience.
You can explore more of Atomic Digital Design’s work on the website and social channels below:
Website and Social Media:
Website: https://atomicdigital.design/
AR Gallery: https://gallery.atomicdigital.design/
LinkedIn: https://www.linkedin.com/company/atomic-digital-design/
LinkedIn AR/XR/Metaverse Weekly News Recap: https://www.linkedin.com/newsletters/6937423305926680576/
Instagram: https://www.instagram.com/atomicdigital.design/
Twitter: https://twitter.com/atomicsoom
