For their ‘Ideas Issue’ Creative Review featured Alex Jenkins’ thoughts on how to develop ideas into AR and VR content.

“When it’s swimming around in your brain, it drops out when it wants,” he says. “Ideas will come, and you’ll go through them page by page, but suddenly you’ll be in the shower and it’ll drop.”

Working in an interactive medium like AR or VR adds an extra dimension to the idea, but Jenkins says the story, and the chance to engage with people, is still at the heart of the idea. “It’s an emotional connection that’s important to us,” he says. “We want the value for the people getting the experience to matter. All of that really and truly is fuel for your brain. You get lots of useful material, and somehow you’ve got to allow time for the dots to connect in a surprising way.”

Read full article here.

See more of our AR/VR portfolio here.