Name: Chad Hutson

Title: Executive Director

Company: Dimensional Innovations

LAVNCH [CODE]: We know your title, but what do you actually do at Dimensional Innovations?

CHAD HUTSON: At any given moment, I could be working with the leadership team on long-term positioning, with the sales team on pitching new opportunities, or thinking about how we can team with various makers, integrators, and manufacturers to scale our service offerings. But part of the job is also focused on the creative side: guiding our internal teams on how we evolve our digital and content solutions to create the best outcomes for our customers. Every day brings new strategic challenges, but I love helping to shape both the present and future of Dimensional Innovations, or DI for short, as an organization.

LAVNCH [CODE]: In your opinion, what is the most exciting thing about content creation?

CH: Anytime you can make something that grabs people’s attention—because it’s stunning, is easily understood, and makes them want more of it—that is what gets me stoked about designing and producing the best experiences, especially where content plays a big part. Styles vary so wildly, whether it’s shot on camera or designed for animation, and when paired with the right audio, the impact can be significantly amplified. Including a narrative isn’t always possible with short clips of content, but when it’s done right the experience is that much more memorable.

LAVNCH [CODE]: As a designer, what do you want to communicate to the ProAV and technology industries about content creation?

CH: Be upfront with your clients before they complete their hardware purchase: if they aren’t putting at least double the thought into what their content strategy is versus what type of technology they want to employ, they will inevitably be disappointed with a substantial investment that doesn’t pay off. Encourage them to work with their internal marketing and creative teams, or to consult with an outside agency on content options, and they will no doubt thank you in the long run.

LAVNCH [CODE]: Can you share an example of your work?

CH: With a goal of taking their recruitment program to the next level, the Naval Academy Athletic Association (NAAA) partnered with DI to design and develop the Ron Terwilliger ’63 Center for Student-Athletes—a tech-focused, integrated space that gives their organization a competitive edge in the recruitment process while celebrating the achievements of Navy student-athletes. Each individual activation clearly articulates the brand mission, honing in on one key question: who will YOU become?

Watch the video below to see the Naval Academy Athletic Association installation from Dimensional Innovations.

LAVNCH [CODE]: What content trends have you been following that you see impacting the way you advise clients?

CH: Content can quickly become repetitive if not refreshed regularly, though to avoid monotony the cost of impactful content refreshes can begin to add up quickly. Using the power of generative content—giving computers certain design parameters to work within but essentially allowing them to dynamically output endless visuals—can be an efficient way to fill substantial gaps in a content library. Pair this with regularly scheduled “WOW” moments—bespoke content with high production value that demands to be watched—and you maximize views as well as budgets.

LAVNCH [CODE]: What content services do you see emerging for Dimensional Innovations?

CH: DI has offered content production services in addition to other offerings for well over a decade, and we have since been incorporating more real-time, responsive visuals alongside linear video material. Using 3D game engine platforms such as Unreal Engine allows us to create high-fidelity visuals that can immediately react to viewer inputs, and though the concept of the metaverse is still in its infancy, we’re well positioned to bridge the real world with the virtual one with the content creation paths we’re taking.

LAVNCH [CODE]: Anything else you’d like to add?

CH: Can’t help but pat my company on the back for a moment. DI designs and builds some very impressive experiences, and content is almost always an important part of making those experiences successful. Be sure to check out what we do at dimin.com.