XR Exec Talks with Brainstorm - LAVNCH [CODE]

XR Exec Talks with Brainstorm

Mónica Víctor of BrainstormName: Mónica Víctor

Title: Production Services Director

Company: Brainstorm

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

MONICA VICTOR: I manage the Production Services department, which is an essential branch in Brainstorm’s strategy. Production Services not only handles demos and training, but also takes care of the installation of Brainstorm products at the customer’s site, and provide maintenance, setting up, calibration, and initial support when required. Not only that, as we also help customers with special requirements or when their structure can’t cope with a specific project or with content creation for specific events. On top of that I am also the sales director for Spain and Portugal.

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

MV: Extended reality (XR) is one of the trendiest flavors of virtual reality (VR), and while many understand it as the usage of virtual backgrounds, displayed on large LED video walls, for movies, drama, or live events, we believe the concept of XR goes far beyond these applications—which are often spectacular, but also do not take advantage of the many other possibilities this technology can provide. These additional applications include immersive mixed reality content, in-context live augmented reality (AR) elements displayed within the video walls or even other AR elements on top of the talents, which extend the XR applications to broadcast news, sports, entertainment, and many other.

LAVNCH [CODE]: Where do you see the XR market heading in the next year?

MV: The increasing interest of broadcasters, filmmakers, and live events companies on LED displays points towards a positive evolution of the XR market, and a wider spread of LED-based XR production outside of the film and events realm. We must also take into account that XR production not only requires display hardware such as large LED video walls, they also need to be fed with high-quality content, so XR production software for all the applications mentioned above will be required, not to mention the designers and technicians able to produce such content.

LAVNCH [CODE]: What new XR products and services are on the horizon for Brainstorm?

MV: Brainstorm has been developing real-time virtual production software for decades now, and XR is not a new technology for us, although new LED-based XR requires a dedicated approach that we also address—along with the traditional chroma key virtual production and real-time 3D graphics of many kinds. We foresee mixed environments where LED-based XR are not just used for chroma-free backgrounds, but also co-exist with other synthetic graphics which enhance storytelling for television applications, taking advantage of the benefits of AR graphics and other technologies for news, sports, elections, or entertainment.

Watch the video below to see Brainstorm’s Edison Product at InfoComm 2022.

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

MV: For us, LED-based XR is just another way of displaying virtual content. As a company that has been on the cutting edge of virtual technology for decades, we want to provide our customers with the tools to create whatever virtual content they may require, in the format they need, or even mixing formats and technologies such as LEDs and chroma sets with graphics, so they can cope up with any requirement. And if they need further help, Brainstorm’s Production Services are ready to help!

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