Technology often leads the story, but should never lead the storytelling.

From the first virtual reality broadcasts, to the current forms of VR and AR, I have used technology as a toolset to tell an alternative, and often more immersive, story. In many cases, it’s about the translation of data, as with the NBA Slam Dunk Meter. Speed only means something when put in context.



As technology leads the medium, it becomes the user experience, often in full 360 with VR and AR content, but also in traditional immersive interaction. Social media is a major catalyst, as we produce many shows for Facebook Live and Twitter.


VR is a technology that has been around for a while. I first used it in 1997 as an immersive environment surrounding a traditional broadcast sports set. This allowed us to explore the world outside of the lights and camera, and place our graphics and analysis in a non-traditional presentation.

In a true interactive application, it became the 360 component of RaceBuddy in 2010, to let the user into the pitbox, giving them complete control of the viewpoint.



With full 3D VR, you get an immersive experience with spatial dimensionality. This is now the cornerstone for CGI, fantasy and superhero genres in the theatrical market, and is now the true VR experience for the consumer headset. I produced some of the first S3D experiences in sports.

  3D setup