This week, we’re joined by Greg Harvey, chief innovation officer and partner at The Famous Group. Greg speculates about the future of using technology to bring both virtual and live immersive fan experiences to life, through emerging systems like the metaverse, the use of digital twins and mixed reality.

TFG work with clients, primarily in the sport sector like NFL, who can adapt and experiment to create spectacular fan experiences that defy belief. To put it simply, Greg remarks, ‘we like to make cool shit.’ With the real-time live aspect, Greg stresses the need for perfectly choreographed systems and trust in the process which helps ensure an exciting work environment and an exciting reaction from fans. The key to success is for creative to drive the tech aspect, and to always think about what’s happening tomorrow in a landscape that is rapidly changing.

Greg goes into detail about the tech used and the process undertaken to create incredible mixed-reality experiences, such as the Baltimore raven flying over the stadium, through their system of scanning on-location, lighting systems, camera tracking and more. TFG is somewhat of a ‘Swiss Army knife’ with their adept skill for working in all stages of the process, from ideation to delivery.