Pushing boundaries with immersive technologies

…and into practical application. The tech we’re using – such as augmented reality (AR), virtual reality (VR) and 3D experiences – is enhancing people’s experiences. Our approach is deliberate, focused on identifying avenues where we can give clients genuine, practical solutions – not just using technology for the sake of it. With marketing campaigns, for example, we’re redefining customer interactions through VR and AR. We recently collaborated with Diageo to bring to life an immersive 3D experience with a couple of popstars who are big in South East Asia for their customers in the region. VIP fans used VR headsets to be in the virtual concert space with the artists, interacting with them, while others used AR to bring the performers up on their smartphones, so it was almost as if the singers were giving a private show in their living room. That’s definitely not something I saw coming at the beginning of the year!

…which enables us to be truly innovative. Constructing immersive experiences poses a unique challenge because there’s often no roadmap for bringing something entirely new into existence. That means adaptability needs to be one of our key strengths. We bring in the right skills as the project evolves. I’m a generalist and enjoy the challenge this type of uncertainty brings: I love that feeling of the unknown and getting excited about how things will develop, and what will come out of our work. You have to be optimistic: if you’re not, there’s no point starting a project. It’s my job to focus on product ownership, working with technical experts, mapping out solutions and overseeing product development. I then try to bridge the gap between clients and technical teams, ensuring there’s effective communication and execution.

...began with the Internet of Things. At the start of my career, in Deloitte Digital, this keen interest led me to specialise in helping clients navigate the uncertain waters of new tech. I became absorbed in understanding disruptive technology, which laid the foundation for my journey into immersive tech. My career journey isn’t your typical corporate trajectory, I’ve had some diverse experience, and I think that helps me along the way. I began my career at Deloitte as an analyst in 2017 and have found myself tracking a slightly unconventional career path which has led me to specialise as a Creative Technologist.

…by giving people a platform from which they can gain a deeper, holistic understanding. The likes of VR and AR have their fair share of sceptics who see them as a fleeting trend, but I believe in the power of technology to create human connections and think there’s a significant opportunity in this space. For example, we recently partnered with extended reality specialist Antonia Forster to create an LGBTQ+ VR Museum. It was a celebration of the work of queer artists, fostering understanding and promoting greater appreciation, and it created connections between people without them needing to be in the same place. So, it’s not just about creating something fun; it's about the freedom to build bonds sustainably, no matter where you are, especially in this post-pandemic world.

...that’s why I’m embedding myself in teams to help shape innovative solutions. We work closely with other teams and specialisms, including strategy, experience design, user research and engineering. These integrations allow us to be part of early-stage strategy development, shaping solutions from the outset. As emerging technologies become mainstream, there’s a natural transition to other parts of our business that specialise in running products and services at scale. For example, 20-30 years ago cloud computing was an emerging technology. Now it’s a core component of business. Alongside this I think it’s essential that we’re credible in the software engineering space: our understanding of how to build products and services helps us advise on digital transformation with greater confidence. And in turn, our view on digital transformation across sectors helps us design and build better products and services.

I want to continue bringing different teams together around emerging technologies to imagine and build new experiences that are meaningful and valuable for all.