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About Audiences Data Visceralisation Interactive Filmmaking Interactive Media Interactive Scriptwriting Methods Participants Publications Research UX

How Our In-House Research Drives Interactive Film and Media

The Interactive Filmmaking Lab® has developed its own in-house research, translating empirical study into innovative interactive film and media experiences. From the very beginning, our focus has been on conducting in-house studies, grounded in creative research and user-centred design, so that every project, and interface are both original and ethically developed. In this post, we would like to share how our independent research underpins our creative practice, and invite you to explore our Publications page for full details of our scholarly outputs.

From Questions to Compelling Narratives

Building on early studies into audience interaction, and interactive narratives, we have developed new methods for dynamic storytelling, creating projects that respond to participant and viewer input, environmental and biometric data.
But before we begin writing scripts or sketching interface mock-ups, we identify a set of core questions.






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Image: Clarke, A., and Zioga, P. (2022) Scriptwriting for Interactive Crime Films: the Case of Scapegoat. Interactive Film And Media Conference 2021: New Narratives, Racialization, Global Crises, And Social Engagement, Online. Interactive Film and Media Journal, 2(1): 106-121. doi: 10.32920/ifmj.v2i1.1524.

For example, for This Place Has Its Own Air, we asked: ‘How can interactive video and real-time data visceralisation help audiences connect with their shared environment, and promote the reduction of urban air pollution?’. Our subsequent in-house study combined data visualisation, human-computer interaction, interactive media and video, resulting in a site-specific data-driven video-installation, which premiered at SPARK Festival 2024 in Hong Kong (October 2024).


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Image: Zioga, P. and Weir, C. M. (2023) ‘This Place Has Its Own Air’: A Proof of Concept for Urban Air Quality Data Visceralisation. In: DCAC 2023 5th International Conference on Digital Culture & AudioVisual Challenges. Corfu, Greece & Online, May 12-13 2023.

Iterative Prototyping: Theory Meets Practice

We firmly believe that research should never be an afterthought. Our development cycle emphasises iterative prototyping. By embedding research from day one, we ensure that creativity and rigour develop in parallel. Every hypothesis is tested through low-fidelity prototypes, and feedback loops inform subsequent design decisions. By maintaining full control over our methodology and deliverables, we ensure that our interactive films and media productions not only captivate audiences but also advance the broader discourse around media, technology and human experience.



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Image: Wetzel, V., and Zioga, P. (2022) Paintings Alive: An Interactive Film for Young Museum Visitors. Interactive Film and Media Journal, 2(4): 95-105. doi: 10.32920/ifmj.v2i4.1669.

Learn More

Curious about the studies that inform our work? Visit our Publications page, where you will find comprehensive write-ups of our research on audience participation and interaction, interactive storytelling, adaptive narratives, data visceralisation, user-experience design and more. You can find download links, full citation information and details of outlets.

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Image: Zioga, P. and Vélez-Serna, M.A. (2022) ‘Interaction Design for Audiences: A Proposition for Building Resilience and Recovery for COVID-safe Independent Cinemas’. In: Tsitsou, L., Rana, H. and Wessels, B. (Eds.) (2022) The Formation of Film Audiences: Conference Proceedings. University of Sheffield: The Digital Humanities Institute.

Stay Connected

Want to stay in the loop?

  • Subscribe to our blog for project updates and behind-the-scenes insights.
  • Follow us on social media for the latest announcements.

Have questions about our methodology or want to explore a research-driven collaboration? Contact our team. We are always eager to discuss new ideas and partnerships.

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About Audiences Data Visceralisation Events Festival Interactive Media News Partnership People UX

From Hong Kong to Glasgow: Our Journey Through Global Media

Over the past eight months, the Interactive Filmmaking Lab® has been featured across a spectrum of outlets – from international press to local media. It all began with coverage of our project This Place Has Its Own Air, which was showcased at the SPARK Festival 2024 in Hong Kong, in partnership with the Clean Air Network and the British Council Hong Kong, and culminating most recently with a feature in the Business & Intellectual Property (BIPC) Centre Glasgow March 2025 newsletter.

Sparking Creativity in Hong Kong

In early September, The Standard highlighted This Place Has Its Own Air as a ‘key event’ at the SPARK Festival 2024 in Hong Kong. The article shone a light on ‘the potential that interactivity and data can give us to transform the way we understand the world and communicate, but also to achieve change’, and how we aim ‘to make air pollution more tangible’ by ‘helping people to get to know the environment better and encouraging them to reflect on environmental issues.’

Read the full article on The Standard.

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Image: Dang, D. (2024) ‘Wellness fest to spark creativity’. Interview with Polina Zioga and Catherine M. Weir. Interviewed by Disu Dang for The Standard, 3 September.

Making Invisible Pollution Visible

HK01 published an in-depth article on Hong Kong’s air quality and our collaboration with the Clean Air Network for the British Council’s SPARK Festival 2024, showcasing This Place Has Its Own Air. The feature highlighted how our interdisciplinary work combines art, science, and technology to create a data-driven video-installation, enabling audiences to have a glimpse of the air they breathe, and increase their awareness of the need for reducing environmental pollution.

Explore the HK01 story (in Chinese).

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Image: Guolong, H. (2024) ‘Large-scale interactive art reveals Hong Kong’s air quality problems, making invisible pollution visible’. Interview with Polina Zioga and Catherine M. Weir. Interviewed by He Guolong for HK01, 17 October 2024. (in Chinese).

Spotlight by BIPC Glasgow

In March 2025, the Business & IP Centre Glasgow newsletter featured an interview with our founder, Dr Polina Zioga, highlighting our achievements and long-term vision for the interactive media and communications sector. The profile reaffirms our commitment to pushing the boundaries of interactive storytelling while creating a positive impact on society and the environment through projects and campaigns that make a difference.

Read the full BIPC newsletter.

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Image: Zioga, P. (2025) ‘Spotlight: Interactive Filmmaking Lab’. Interview with Polina Zioga. Interviewed by BIPC for BIPC newsletter, March 2025.

Thank you to our collaborators, supporters, audiences, and the media outlets who have shared our story. This string of features illustrates the breadth and depth of our work – and we are just getting started. Stay tuned here for deeper dives into each project and for news on what’s coming next.

Want to stay in the loop?

  • Subscribe to our blog for project updates and behind-the-scenes insights.
  • Follow us on social media for the latest announcements.

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Audiences Data Visceralisation Events Festival Interactive Media News Partnership People Research UX

‘This Place Has Its Own Air’: Parallel Events at SPARK 2024 & Happy Holidays!

  • ‘Breathing Cities: Art, Architecture, and Air’. [Talk]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 19 October 2024. ©2024 Interactive Filmmaking Lab®.
  • Patrick Fung, Dr Polina Zioga, Dr Catherine M. Weir, and Dr Tony Ip at ‘Breathing Cities: Art, Architecture, and Air’. [Talk]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 19 October 2024. ©2024 Interactive Filmmaking Lab®.
  • Patrick Fung, Dr Polina Zioga, Dr Catherine M. Weir, and Dr Tony Ip at ‘Breathing Cities: Art, Architecture, and Air’. [Talk]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 19 October 2024. Photo: Christiaan Hart for British Council Hong Kong. ©2024 Interactive Filmmaking Lab®.
  • Dr Polina Zioga, Kyle Chung, Patrick Fung, and Pui Ching Primary School pupils at ‘This Place Has Its Own Air’. [Interview]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 18 October 2024. Photo: Christiaan Hart for British Council Hong Kong. ©2024 Interactive Filmmaking Lab®.
  • Pui Ching Primary School pupils at ‘This Place Has Its Own Air’. [Interview]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 18 October 2024. Photo: Christiaan Hart for British Council Hong Kong. ©2024 Interactive Filmmaking Lab®.
  • Dr Polina Zioga, Kyle Chung, and Patrick Fung at ‘This Place Has Its Own Air’. [Interview]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 18 October 2024. Photo: Christiaan Hart for British Council Hong Kong. ©2024 Interactive Filmmaking Lab®.
  • Pui Ching Primary School pupils at ‘This Place Has Its Own Air’. [Interview]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 18 October 2024. Photo: Christiaan Hart for British Council Hong Kong. ©2024 Interactive Filmmaking Lab®.
  • Pui Ching Primary School pupils at ‘This Place Has Its Own Air’. [Data-driven video-installation]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 18 October 2024. Photo: Christiaan Hart for British Council Hong Kong. ©2024 Interactive Filmmaking Lab®.
  • Dr Polina Zioga, Patrick Fung, Kyle Chung, and Pui Ching Primary School pupils at ‘This Place Has Its Own Air’. [Data-driven video-installation]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 18 October 2024. Photo: Christiaan Hart for British Council Hong Kong. ©2024 Interactive Filmmaking Lab®.

Following the premiere of This Place Has Its Own Air data-driven video-installation at the SPARK Festival 2024 ‘Healthy Futures’ in Hong Kong, we had the privilege of engaging with the community through a series of parallel events that fostered meaningful conversations about air quality, art, and our shared environment.

Interactive Sessions with Future Storytellers

One of the highlights of these events was an engaging session with 35 primary school pupils and 4 student reporters from Pui Ching Primary School. Their curiosity and enthusiasm during the interview highlighted the importance of raising environmental awareness across all ages.

They also had the opportunity to explore the installation during an exclusive tour, where they learned more about the creative process and inspiration behind the work.

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Image: Pui Ching Primary School pupils at ‘This Place Has Its Own Air’. [Data-driven video-installation]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 18 October 2024. Photo: Christiaan Hart. ©2024 Interactive Filmmaking Lab®.

Breathing Cities: Art, Architecture, and Air

We had the pleasure of participating in the panel talk titled ‘Breathing Cities: Art, Architecture, and Air’, organised with our partner, the Clean Air Network (CAN), and moderated by Patrick Fung. The event featured discussions with Dr Polina Zioga and Dr Catherine M. Weir of the Interactive Filmmaking Lab®, and Dr Tony Ip, of the Tony Ip Green Architects.

Together, we discussed how the intersection of art, architecture, and environmental science, and interdisciplinary projects like This Place Has Its Own Air, can address critical societal issues like air quality.

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Image: Patrick Fung (left), Dr Polina Zioga (centre), Dr Catherine M. Weir (centre top), and Dr Tony Ip (right) at ‘Breathing Cities: Art, Architecture, and Air’. [Talk]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 19 October 2024. ©2024 Interactive Filmmaking Lab®.

Wishing You a Joyful Holiday Season!

As the Holiday Season is upon us, we look back with immense gratitude for the opportunities, collaborations, and support that made this year unforgettable. From the premiere of This Place Has Its Own Air in Hong Kong to the meaningful discussions and events it inspired, we are filled with optimism for the future.

We wish you all Happy Holidays and a Peaceful New Year full of inspiration, creativity, and impactful storytelling! Let’s continue breathing life into new ideas and making positive changes in the world together.

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Audiences Data Visceralisation Events Festival Interactive Media News Partnership Research UX

Premiere of ‘This Place Has Its Own Air’ at SPARK 2024

  • ‘This Place Has Its Own Air’. [Data-driven video-installation]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 18-20 October 2024. Photo: Christiaan Hart for British Council Hong Kong. ©2024 Interactive Filmmaking Lab®.
  • ‘This Place Has Its Own Air’. [Data-driven video-installation]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 18-20 October 2024. Photo: British Council Hong Kong. ©2024 Interactive Filmmaking Lab®.
  • ‘This Place Has Its Own Air’. [Data-driven video-installation]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 18-20 October 2024. ©2024 Interactive Filmmaking Lab®.
  • ‘This Place Has Its Own Air’ (detail). [Data-driven video-installation]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 18-20 October 2024. ©2024 Interactive Filmmaking Lab®.
  • ‘This Place Has Its Own Air’. [Data-driven video-installation]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 18-20 October 2024. ©2024 Interactive Filmmaking Lab®.
  • ‘This Place Has Its Own Air’. [Data-driven video-installation]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 18-20 October 2024. ©2024 Interactive Filmmaking Lab®.
  • ‘This Place Has Its Own Air’ (detail). [Data-driven video-installation]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 18-20 October 2024. ©2024 Interactive Filmmaking Lab®.

We are proud to share that our latest project, This Place Has Its Own Air, a data-driven video-installation created by Polina Zioga and Catherine M. Weir, in partnership with the Clean Air Network (CAN), premiered at the SPARK Festival 2024 ‘Healthy Futures’ in Hong Kong! This milestone marks the outcome of 18 months of dedicated remote research, collaboration, and production, bringing together art, science, and technology to address the critical issue of air quality, and the air pollution of our environment. Air pollutants can spread across long distances and are principally the products of combustion from space heating, power generation or from motor vehicle traffic. They are monitored and regulated, as they can cause both short- and long-term negative health effects. However, despite recent improvements, air pollution remains the biggest environmental threat to health.

The video-installation consists of an animated moving image, which expands and contracts, as if breathing, following the human adult respiratory rate. It is created using average hourly readings of the city’s pollutants to generate a colour filter, while a particle system appears and overlays different parts of the image, as the concentration of hazardous pollutants rises and falls throughout the day. As a result, the installation aesthetically immerses the viewers, enables them to have a glimpse of the air they breathe, and increases their awareness of the need for reducing environmental pollution.

The Numbers Behind the Scenes

These figures behind the video-installation reflect the depth of our detailed work:

  • 17,568 air quality datapoints gathered and analysed.
  • 12 hours of double 4K video (8192px x 2160px) featured, amounting to a total size of 50.28GB.
  • More than 1,266 image layers compiled into one captivating animated experience.
  • 7.49m in height, 12.15m in width, and 3.46m in depth total installation dimensions.
  • No generative AI used.

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Image: ‘This Place Has Its Own Air’. [Data-driven video-installation]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 18-20 October 2024. ©2024 Interactive Filmmaking Lab®.

A Heartfelt Thank You

We want to extend our sincere gratitude to everyone who made this project possible.

  • Our invaluable partners at Clean Air Network (CAN), who have been instrumental in our success.
  • Our funders and supporters at the British Council Hong Kong.
  • The AIRSIDE team for their expertise and commitment throughout the technical implementation and testing phases.
  • The British Consulate General Hong Kong for their warm welcome and unique visits arranged for UK delegates.

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Image: ‘This Place Has Its Own Air’. [Data-driven video-installation]. In: SPARK Festival 2024 ‘Healthy Futures’. AIRSIDE, Hong Kong, 18-20 October 2024. ©2024 Interactive Filmmaking Lab®.

Looking Ahead

We are excited to continue fostering conversations around clean air and environmental awareness through innovative projects like this one. This Place Has Its Own Air serves not only as an artistic expression but also as a call to action for all of us to reduce environmental pollution, and improve air quality.

For those interested in exploring more about the project, please visit our dedicated webpage and check out the teaser video. Together, let’s make clean air a visible and vital topic in our communities!

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Audiences Data Visceralisation Events Festival Interactive Media News Partnership Research UX

Join Us 18-20 October for ‘This Place Has Its Own Air’ at SPARK 2024

As part of the SPARK Festival 2024 ‘Healthy Futures’, the Interactive Filmmaking Lab®, in partnership with the Clean Air Network (CAN), present This Place Has Its Own Air, a data-driven video-installation created by Polina Zioga and Catherine M. Weir, accompanied by a public talk. The project focuses on the quality of the air we breathe, and the air pollution of our environment, which are inextricably linked. Air pollutants can spread across long distances and are principally the products of combustion from space heating, power generation or from motor vehicle traffic. They are monitored and regulated, as they can cause both short- and long-term negative health effects. However, despite recent improvements, air pollution remains the biggest environmental threat to health.

The title of the video-installation is based on the seminal memoir The Living Mountain by Nan Shepherd (1893-1981), a Scottish writer and poet, and is concerned with the effect of the city’s air on the body. It consists of an animated moving image, which expands and contracts, as if breathing, following the human adult respiratory rate. It is created using average hourly readings of the city’s pollutants to generate a colour filter, while a particle system appears and overlays different parts of the image, as the concentration of hazardous pollutants rises and falls throughout the day. As a result, the installation aesthetically immerses the viewers, enables them to have a glimpse of the air they breathe, and increases their awareness of the need for reducing environmental pollution. During the public talk attendees will learn more about the artists’ creative process and research, listen to expert perspectives on air pollution, and learn what they can do individually and collectively to improve it.

VENUE & DATES
– Video-Installation: AIRSIDE G/F LED Arch, 2 Concorde Road, Kai Tak, Kowloon, Hong Kong | 18-20 October 2024 | 10:00-22:00 (HKT).
– SPARK Talk: AIRSIDE 2/F Atrium, 2 Concorde Road, Kai Tak, Kowloon, Hong Kong & online | 19 October 2024 | 17:30 – 18:30 (HKT).
– Registration: online.

VIDEO-INSTALLATION
– Research & Interaction Design: Dr Polina Zioga and Dr Catherine M. Weir.
– Producing & Animation: Dr Polina Zioga.
– Programming & Visual Effects: Dr Catherine M. Weir.

SPARK TALK
– Moderator: Patrick Fung (Clean Air Network).
– Speakers: Dr Polina Zioga and Dr Catherine M. Weir (Interactive Filmmaking Lab®), and Dr Tony Ip (Tony Ip Green Architects).

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Audiences Data Visceralisation Interactive Media News Partnership Research UX

Partner Spotlight: Clean Air Network

World Environment Day & Clean Air

On World Environment Day, we shine a spotlight on air quality, which is the focus of our work-in-progress ‘This Place Has Its Own Air’, and our new partnership with the Clean Air Network (CAN).

Air Quality & Pollution

The quality of the air we breathe, and the air pollution of our environment, are inextricably linked. Air pollutants can spread across long distances and are principally the products of combustion from space heating, power generation or from motor vehicle traffic. They are monitored and regulated, as they can cause both short- and long-term negative health effects. However, despite recent improvements, air pollution remains the biggest environmental threat to health.

Clean Air Network (CAN)

CAN is a registered charity in Hong Kong with a mission to improve the city’s air quality for the benefit of public health and to mitigate climate change. Since its inception in 2009, CAN has become a principal advocate for clean air, engaging in constructive dialogue and employing scientifically-sound approaches to shape governmental policies.

CAN believes the improvement of the urban air quality requires a dynamic strategy that attracts support from the public, businesses, and policymakers; reduces sources of pollution; and inspires urban planning and building guidelines that can directly address air quality needs. In 2022, CAN launched ‘ON AIR’, a public project aimed at re-orienting public attention to the air we breathe, and exploring how creativity and science can collaborate to bring new perspectives to environmental, urban and well-being issues.

CAN's ‘ON AIR’ exhibition at Oil Street Art Space.
CAN’s ‘ON AIR’ exhibition at Oil Street Art Space. Photo credit: CAN. All rights reserved.

Get Involved

Discover more about CAN’s impactful work here.

Explore how we use interactive video and data visualisation to help audiences connect with their shared environment, and promote the reduction of urban air pollution here.

How can interactive video and real-time data visceralisation help audiences connect with their shared environment, and promote the reduction of urban air pollution?
‘This Place Has Its Own Air’ proof of concept (Zioga and Weir 2023). All rights reserved.

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Audiences Brain-Computer Interfaces Interactive Media Live Brain-Computer Cinema Methods Participants People Publications Research UX

Celebrating Pioneering Women in Interactive Arts & Neurotechnologies

Today, on International Women’s Day, we celebrate the pioneering women who have opened new horizons in the fields of interactive arts and neurotechnologies! As a woman- and diverse-led team, we pay tribute to the women that have shaped the landscape of brain-computer interaction and neuroscience in interactive storytelling and the arts, and have inspired our own work.

Nina Sobell and Jaqueline Humbert are early pioneering artists, and amongst the first to design Brain-Computer Interaction applications. Sobell’s Brainwave Drawings (1972) – probably the first work of moving image with the use of a Brain-Computer Interface (BCI), and Humbert’s Alpha Garden installation (1973) and Brainwave Etch-a-Sketch drawing game (1974), are seminal works, laying the groundwork for future explorations in the field. Read more…

In more recent years, advancements in neuroscience and technology have enabled artists to create works that express their inner experiences and the feeling of being connected with their audience. Claudia Robles-Angel is an audio-visual and new media artist pushing the boundaries of audience interaction in multimedia performances. Her INsideOUT (2009) audio-visual performance used her own brain-activity to generate images and sound. Read more…

Mariko Mori has used the simultaneous interaction of more than one participant with the use of BCIs in the Wave UFO immersive video installation (2023). While the iconic performance artist Marina Abramovic collaborated with neuroscientist Dr Suzanne Dikker in projects like Measuring the Magic of Mutual Gaze (2011), The Compatibility Racer (2012) and The Mutual Wave Machine (2013), demonstrating the power of multi-brain BCIs in facilitating simultaneous interaction between participants. Read more…

As we celebrate the contributions of these remarkable women, and their dedication to pushing the boundaries of art, science, and technology, let’s continue to honour and amplify the voices of women in interactive media and beyond!

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About Audiences Consultancy Interactive Advertising Interactive Filmmaking Interactive Filmmaking Training Interactive Media News Research Services UX

New Services!

We have been quiet lately, but for a good reason. After more than five years of Research and Development in Interactive Film and Media, we have decided to take the next step in our journey and offer our services to you!

The reason is simple. The use of interactivity in the advertising, film and media sector is already driving the present and future of audience engagement. It creates new audience experiences and leverages new audience insight, but the development and production of interactive media and film can be complex and challenging, and the design of interactive audience research requires specialist expertise.

Whether you are a business interested in interactive advertising; a film and media company looking to develop an interactive production; a business or a filmmaker trying to better understand your audience, we offer:

  • Interactive Film, Media and Advertising Production
  • Interactive Media Consultancy
  • User Experience and Audience Research and Development
  • Interactive Filmmaking Training

Interested to find out more? Interact with us!