Each year, hundreds of small and medium-sized agencies compete to claim Ad Age’s award for Small Agency of the Year. Something which Ad Age themselves proclaim as “(shops) doing work that rivals or exceeds the ‘big guys.'”. This year, the coveted award went to an agency specialising in immersive technology.
NEXT/NOW are specialists in virtual reality (VR), augmented reality (AR), projection mapping and gesture control. The company offers unique interactive experiences and aims to attain a high level of consumer engagement to help brands and partner agencies connect directly with target markets.
Only 25 people are employed by the company, consisting of brand specialists, producers, 3D animators, art directors, and software engineers, with several bringing extensive experience from the videogame sector. The company says this diverse range of experience allows it to create exclusive and unique marketing experiences.
The company regards the award as a recognition of much hard work, persistence and growth since it was first launched six years ago, as Founder and CCO, Alan Hughes explains: “From the start, we were determined to stay on the forefront of cutting-edge technology for the brand activations we create. It’s an ever-evolving sandbox we play in, and it has been our pleasure to share these next-generation tools with our clients and consumers across the globe.”
NEXT/NOW have worked with big brands and businesses including McDonald’s, Chevron, BP, the NBA, Mazda and several others in order to craft immersive experiences that have taken consumers to virtual race tracks, or neon-lit forests.
One of the experiences created by NEXT/NOW involved using a HTC Vive to visit a virtual re-creation of a NASCAR pit stop, where the driver of the McDonald’s Chevy SS, Jamie McMurray, would challenge users to change the driver’s side tires as fast as they could.
For future coverage of new developments in the VR and AR industry, keep checking back with VRFocus.