Phil Howarth, creative director at a leading VFX company The Mill, discusses the evolving landscape of advertising and audience engagement. He outlines the shift from traditional content-based advertising to immersive, interactive experiences that leverage emergent technologies like augmented reality (AR) and virtual reality (VR).

Howarth highlights the importance of "interactivity as the new content", referring to how younger generations, having grown with games and technology, demand this shift. He explores the idea of making advertising engaging by making the audience the centerpiece of communication, contrasting it with the traditional approach of ads chasing the audience.

Howarth also touches on the potential applications of these technologies in addressing global issues like climate change through innovative solutions like AR glasses that can visualise climate data.

This was recorded in February 2023 for use in a Master's Class at Nottingham Trent University school of Design and Digital Arts (DADA).

Music: Insatiable Toad by Blue Dot Sessions CC BY-NC

00:00 Introduction to Phil Howarth and The Mill

02:54 Exploring the Evolution of Advertising and Content Creation

07:00 The Shift Towards Interactive and Immersive Experiences

08:07 The Future of Technology and Its Impact on Society

13:20 Innovative Approaches to Tackling Climate Change