The Future of Content Creation with OpenEye Global
Name: Bryan Meszaros
Title: CEO and Founder
Company: OpenEye Global
LAVNCH [CODE]: We know your title, but what do you actually do at OpenEye Global?
BRYAN MESZAROS: Every day it’s a different hat! And, to be honest, I have a lot of hats—It’s true, you should see my baseball hat collection! Sitting in the position of CEO is daunting as you are watching over numerous business activities and managing the agency’s overall direction. I enjoy the challenge it presents and the opportunities that come along with it to not only grow but have a positive impact on the industry. The most significant adjustment over the years has been the importance of delegation. My team has made this easy, but I sometimes have the urge to “roll up my sleeves.”
LAVNCH [CODE]: In your opinion, what is the most exciting thing about content creation?
BM: I enjoy seeing the audience’s reactions to what we are creating. The impact it has on their behaviors and the ability great creative can have on altering emotions and transcend visual impressions. Knowing that you have made a moment (or created an experience) for someone is immensely gratifying.
LAVNCH [CODE]: As a designer, what do you want to communicate to the ProAV and technology industries about content creation?
BM: To state it eloquently, it’s unique, a process and cannot be templated. Each project deserves time and a thoughtful effort to accomplish the specific goals each client would like to achieve. Our processes are in place to help us identify challenges and guide the client to a creative solution that is within budget and satisfies their expectations. Shortcutting that would be a disservice to the client.
LAVNCH [CODE]: Can you share an example of your work?
BM: The Jimmy Kimmel Experience is a fully immersive film set as guests are transported to Jimmy Kimmel Live and become a part of the action. Kimmel stands front and center to greet guests as they capture the perfect selfie with the award-winning host. As fans move through the experience, they will be able to participate in a taped “Pedestrian Question” interview, and then it’s showtime as they quickly become the star of the show. The interviewee will enjoy their 15 seconds of fame as their hilarious interview is broadcasted on the big screen for all to see.
Following their on-screen debut, guests will make their way through the set for more interactive photo opportunities as they take a seat in the coveted director’s chair, get a feel for what it’s like behind the scenes as they head backstage, and more.
Watch the video below to see The Jimmy Kimmel Live Experience at Madame Tussauds Hollywood.
LAVNCH [CODE]: What content trends have you been following that you see impacting the way you advise clients?
BM: Data visualization and triggered content are two trends we have been following and working to incorporate into our clients’ strategies when appropriate. As we focus on immersive storytelling and creative engagement, we are always thinking about unique ways to bring the audience into the moment through creative triggers and using existing data to alter visuals. The closer we get to having an experience’s impact without the audience knowing, the more creative we can be in delivering it.
LAVNCH [CODE]: What content services do you see emerging for your agency?
BM: We continue to grow our programming and motion graphic production capabilities but have ventured into physical/environmental design. The past few projects we have worked on took us beyond designing for the display and thinking about its placement and how it impacts the physical environment and customer journey. Essentially, we are positing ourselves to help create an experience that balances physical design and interactive engagement.
LAVNCH [CODE]: Anything else you’d like to add?
BM:It’s an exciting time in the industry with tremendous opportunities for growth; it is essential to be open to pivoting and incorporating services that add value beyond just design for the display.