Simcoemedia https://www.simcoe.co.uk Video, design and photography by Peter Simcoe Mon, 11 Aug 2025 15:21:30 +0000 en-GB hourly 1 https://wordpress.org/?v=6.9 https://www.simcoe.co.uk/wp-content/uploads/2024/06/cropped-simcoe-logo3-32x32.png Simcoemedia https://www.simcoe.co.uk 32 32 YouTube Channels For Creative Professionals https://www.simcoe.co.uk/youtube-channels-for-creative-professionals/?utm_source=rss&utm_medium=rss&utm_campaign=youtube-channels-for-creative-professionals Sun, 21 Sep 2025 09:00:49 +0000 https://www.simcoe.co.uk/?p=3617

YouTube is a valuable learning platform for creative media producers. Whether you are starting a career in graphic design, an experienced motion graphics professional or a filmmaker looking to explore the potential of AI, YouTube offers tutorials, opinion and advice from industry professionals. One of the key advantages of YouTube is the rapid response of content creators to emerging technologies such as Generative AI, delivering the type of immediacy and detail that help creatives stay ahead of the curve. Many  professionals within the fields of design, video and photography freely share their expertise, offering tutorials, behind-the-scenes insights, and industry trends—all accessible from a single video platform. There is such a wealth of useful content on YouTube that compiling useful videos would generate an almost endless list. This article aims to provide a short list with example of the best YouTube channels that every creative media professional should consider in their development journey.

Graphic Design

Satori Graphics offers high-quality tutorials focused on graphic design basics, current industry trends and creative styles. With so many different subjects from logo design to colour theory to Adobe software hints and tips, there is something for all professionals in the industry. Other notable channels include The Futur and Will Paterson.

Motion Design

Ben Marriott produces high-quality Adobe After Effects tutorials for his YouTube channel. These are designed to help motion designers master animation techniques. He covers the fundamentals of motion design in an easy-to-understand manner as well as advanced techniques. Other useful channels to explore include Evan Abrams and School of Motion.

Generative AI

Curious Refuge presents the latest news and updates from the world of AI, predominantly the use of Generative AI in video production and photography, including the use of Midjourney, Runway, Kaiber and Luma Labs Dream Machine to name a few. For a more broad coverage of Generative AI see Matt Wolfe. Theoretically Media is also worth a look.

UI/UX and Web Design

Flux Academy is a resource for web designers and UX/UI designers. The channel covers software from Figma to Framer to Adobe Illustrator as well as design techniques, hints and tips and web design trends. DesignCourse covers similar topics whilst providing a unique take on learning software, developing techniques and understanding design trends.

Traditional Animation

Toniko Pantoja’s channel provides a wealth of knowledge and experience from the founder of Brushtail Works Studios. He provides guidance and assistance for animators looking to develop and establish their animation style whilst also highlighting common challenges. A useful companion to this channel is Draw Like A Sir which focusses upon drawing characters.

Film Making

Watching videos from the Standard Story Company is both entertaining in terms of delivery and informative. Topics include videos on writing compelling stories, finding locations for your next shoot or producing short films within a specific genre. StudioBinder is another channel worth exploring, particularly for its ‘Advanced Filmmaking Techniques’ series.

Photography

Whilst it is possible to find videos on the basics of digital photography, many photography channels lean towards individual expression, style and advanced techniques. Mango Street provides a useful array of topics including editing in Adobe Lightroom, creating images with your iPhone and lighting techniques. The Photographic Eye is also worth a look.

Character Animator

Finally, lets take a look at Adobe’s Character Animator software with Okay Samurai’s detailed guide. This channel provides a wealth of inspirational examples, guidance and tutorials on how to get the best from Adobe Character Animator along with a few other Adobe software hints and tips. See Simcoemedia’s Character Animator music video.

The post YouTube Channels For Creative Professionals first appeared on Simcoemedia.]]> 10 Essential Camera Techniques For Video Content Creators https://www.simcoe.co.uk/10-essential-camera-techniques-for-video-content-creators/?utm_source=rss&utm_medium=rss&utm_campaign=10-essential-camera-techniques-for-video-content-creators Mon, 25 Aug 2025 09:00:06 +0000 https://www.simcoe.co.uk/?p=3646

Creating compelling video content does not necessarily mean using expensive cameras or the highest quality microphone, though industry standard equipment certainly enables content creators to fine tune their message. Publishing successful Vlogs, tutorials and cinematic content involves creativity and skill, mastering essential camera techniques can ensure your videos have the best chances of success. Here are ten fundamental techniques every YouTube creator should know:

1. Rule of Thirds

Rule of Thirds is a fundamental principle of composition. It divides your frame into nine equal sections, placing your subject along these lines or at the intersections makes your shots more visually appealing and balanced.

2. Leading Lines

Using natural lines within your composition such as roads, fences, or even walls to direct the viewer’s attention toward your subject helps to create depth. It guides the viewer through your frame naturally.

3. Depth of Field

Shallow depth of field (for example, using a wide aperture setting) blurs the background, keeping focus on your subject. A deep depth of field (using a smaller aperture like f/11) keeps everything in focus, which is useful for landscapes where fine detail is crucial.

4. Camera Movement

Moving your camera as a professional camera operator would makes your video cinematic. As an educational exercise, try to analyse camera movement in classic and modern cinema and consider how the director used it to communicate the films message in that scene or sequence. Examples of camera movement include the following:

  • Panning: Moving the camera horizontally to follow a subject.
  • Tilting: Moving the camera up and down.
  • Tracking/Dolly Shots: Moving the camera forward, backward, or sideways for dynamic motion.

5. Lighting Techniques

Using lighting correctly and where appropriately, in a creative manner, is key to professional-looking videos. Consider using the following:

  • Natural light: Outdoor shots often utilise natural light including the use of reflectors and shaders. Natural light is the most difficult to predict or control but when used correctly.
  • Three-point lighting: Using a key light, fill light, and backlight it is possible to light a subject in a controlled manner.
  • Practical lighting: Lamps or neon signs to add mood and atmosphere. This is very common in film making and often seen in the background of YouTuber’s professional or home-based studios.

6. Using The 180-Degree Rule

This guideline ensures continuity in conversations or action sequences and whilst you may not notice the rule applied correctly, you would certainly notice if it is ignored. The rule involves establishing an invisible line between two subjects—keeping your camera on one side of this line maintains consistent screen direction and avoids confusing your audience.

7. Over-the-Shoulder Shots

Commonly used in interviews or storytelling. Over-the-shoulder shots add context by showing the subject’s perspective and immerse viewers in the story from a human perspective.

8. Slow Motion and Time-Lapse

Slow-motion footage captured by a burst or constant high frame rate (typically by capturing at least 100 frames per second) can emphasise emotions or actions. Time-lapse footage condenses time to showcase transformations or movement. Each of these techniques have the potential to capture audience attention in a unique manner.

9. Stabilising Your Video

Stabilising footage can really improve the watchability of your content. Nobody wants to see nausea-inducing sequences.  By using a tripod, gimbal or in-camera stabilisation, it is possible to achieve steady shots. If you do not have access to these try using handheld techniques like the “ninja walk” to minimise camera shake.

10. Creating B-Roll Footage

Capturing additional footage to supplement your core video content is referred to as B-roll. This may include a close up of hands interacting with a product during a tutorial or scenic shots in a travel vlog. B-roll adds visual interest, improves storytelling and may even help solve challenging edits in the final cut.

Conclusion

Mastering these camera techniques will ensure your content has the best chance of success in a competitive marketplace. By experimenting with composition, movement and lighting, it is possible to develop a unique style that makes your content stand out. See Simcoemedia’s video, photography and design projects on the Simcoemedia Portfolio page.

The post 10 Essential Camera Techniques For Video Content Creators first appeared on Simcoemedia.]]> Creative Consumer Journeys – Immersive Media Marketing https://www.simcoe.co.uk/creative-consumer-journeys-immersive-media-marketing/?utm_source=rss&utm_medium=rss&utm_campaign=creative-consumer-journeys-immersive-media-marketing Mon, 28 Jul 2025 09:10:18 +0000 https://www.simcoe.co.uk/?p=3636

Digital engagement has become a priority for companies, brands are turning to immersive media to create fantastical, escapist consumer journeys designed to engage with audiences.  Whilst static ads and conventional marketing techniques remain appropriate for some audiences — many modern consumers seek out experiences transporting them to new worlds, blurring the lines between fiction and reality. These experiences are engineered to make them active participants in brand narratives. Augmented Reality (AR), Virtual Reality (VR) featuring interactive 3D environments embracing cutting-edge technology to create emotional, memorable and shareable brand interactions. What is driving this shift toward escapism in marketing and how can brands use immersive media to ensure they remain relevant and competitive?

Escapism in Consumer Culture

Modern audiences, in particular the younger generation who grew up interacting with sophisticated gaming consoles and PCs, actively seek out fantasy-driven content as an escape from everyday stress, information overload and digital fatigue. The success of video games, metaverse platforms and social media platforms such as Instagram indicates a preference for alternative realities that offer excitement and engagement beyond traditional marketing. These can be categorised in the following ways:

  • Hyper-Engagement: Consumers want interactive and personalised experiences rather than passive content consumption.
  • Nostalgia & Fantasy: Escapist marketing often taps into nostalgic aesthetics or futuristic storytelling to evoke strong emotional connections.
  • Social Media Amplification: Immersive experiences generate highly shareable content, driving organic brand exposure.

How Brands Are Creating Escapist Experiences

Augmented Reality (AR) Try-Ons & Filters
Gucci, Ray-Ban, Sephora are brands that utilise WebAR and social media filters to let users try on products virtually. Examples include luxury handbags and lipstick colours and shade – all without the requirement to visit a store. This is what marketing professionals would call ‘gamifying the shopping experience’. Essentially making the selection and purchase process fun, accessible, and immersive.

Virtual Reality (VR) Brand Worlds
Luxury brands such as Balenciaga and Burberry are developing VR-based fashion experiences, where customers can explore digital runways or walk through fantastical branded environments. Instead of just viewing a product, consumers engage on a deeper level.

AI-Generated Storytelling & Personalized Content
AI-powered immersive experiences, such as Coca-Cola’s AI-driven Create Real Magic campaign, allow users to interactively generate custom artwork or music inspired by the brand, encouraging co-creation and deeper brand affinity.

3D Web Experiences & Digital Twins
Car brands such as Porsche and BMW use immersive 3D websites and WebAR models that let users rotate, explore, and even customize vehicles in real-time. This shifts the traditional showroom model to an interactive digital playground.

Experiential Installations & Metaverse Marketing
Companies like Nike and Adidas launched virtual stores and pop-up metaverse experiences. Consumers can engage with digital products or even play brand-themed video games. These experiences are designed to make shopping feel like an adventure.

The Future of Immersive Marketing

As AI, AR, and VR continue to evolve, we can expect:

  • AI-driven, real-time content personalization where ads change dynamically based on user behaviour
  • Haptic feedback and olfactory technology, allowing users to feel and smell digital products
  • Immersive, persistent brand metaverses, where consumers can interact with brands in digital spaces

Experience-driven commerce provides a new level sophistication in marketing campaigns, brands that embrace immersive media will stand out. By creating surreal, interactive and emotionally compelling consumer journeys, companies can foster brand loyalty. Immersive media casn transform marketing from a passive activity into a memorable, shareable adventure. To discuss your own marketing requirements contact Peter Simcoe at design@simcoe.co.uk or call 07704 629906.

Related Posts

Immersive Digital Media Part 1 – Definitions

The post Creative Consumer Journeys – Immersive Media Marketing first appeared on Simcoemedia.]]> Why Every Freelancer Should Experiment With Generative AI https://www.simcoe.co.uk/why-every-freelancer-should-experiment-with-generative-ai/?utm_source=rss&utm_medium=rss&utm_campaign=why-every-freelancer-should-experiment-with-generative-ai Sun, 29 Jun 2025 09:30:47 +0000 https://www.simcoe.co.uk/?p=3609

If you’re a freelancer working as a photographer, graphic designer or video production, you’ve probably noticed how AI is rapidly being integrated into the software used by creative industries such as Adobe Firefly. Whether you see it as a useful tool or a threat to creativity, one thing is clear: ignoring it is not an option. Here are a few reasons why experimenting with generative AI is an important component of a media producers toolkit:

1. Staying Ahead Of The Competition

Freelancers who integrate AI into their workflow are likely to find ways of working more efficiently and effectively. AI-assisted video editing, AI-generated design elements or advanced photography editing using generative AI  have the potential to provide an edge over those still doing everything manually. For those who remain sceptical and resist the changes AI is bring to the industry, there remain many misconceptions about the technology and understanding it might assist others is a useful experience.

2. Expanding Creative Possibilities

AI will not replace creativity—it is a useful companion for enhancing it. Tools like Runway Gen-3, Magnific AI and Midjourney can rapidly generate ideas, styles and effects which both accelerate concept development and inspire creative processes. Experimenting with these tools allow content creators to rapidly produce a wide variety of concepts, translate audio content to different languages, accurately rotoscope with minimal intervention and deliver many other services that were previously time consuming and costly.

3. Increasing Productivity Without Increasing Costs

Freelancing means balancing creative work with business management. AI can automate time-consuming tasks —background removal, creating a seamless nadir and zenith on a 360 photograph, rapid colour grading and colour matching, scriptwriting assistance. These time saving activities allow freelancers to take on more business without sacrificing quality.

4. Attracting More Clients

Businesses are actively pursuing opportunities to implement their own AI efficiencies and therefore a freelancer integrating AI into their own work in an intelligent manner will stand out from the crowd. By showcasing  quality AI-enhanced work in your portfolio, you position yourself as an innovative professional who understands the importance of using this technology to maintain an edge over your competitors.

5. Future-Proofing Your Career

AI will not replace freelancers, but those using AI will have an increasing advantage over those that do not. Learning AI tools now prepares you for industry changes and fosters discernment as to their appropriate application – the more experience you have, the greater understanding of effective AI integration. You do not have to completely change your workflow overnight – by starting small it is possible to gain understanding of the potential and limitations. Maybe try some generative AI text-to-image experiments in Adobe Firefly for example.

 Freelancers who understand effective uses of AI technologies will thrive. Those who ignore it risk falling behind. Ultimately, experimentation with AI tools cost relatively little but not experimenting with AI could cost you projects.

Relevant Articles

The post Why Every Freelancer Should Experiment With Generative AI first appeared on Simcoemedia.]]> Starting A Drone Photography and Video Business In The UK https://www.simcoe.co.uk/starting-a-drone-photography-and-video-business-in-the-uk/?utm_source=rss&utm_medium=rss&utm_campaign=starting-a-drone-photography-and-video-business-in-the-uk Sat, 14 Jun 2025 09:00:59 +0000 https://www.simcoe.co.uk/?p=3697

Drones are becoming increasingly sophisticated and relatively low cost with 4K resolution video capture as standard. Whilst this provides opportunities for video professionals and enthusiasts to capture exciting content there are rules and regulations restricting how these Unmanned Aerial Vehicles (UAVs) are operated.

This post is not intended to be a comprehensive legal guide or compliance checklist, but it does cover many of the key areas you should examine when considering using a drone for commercial purposes in the UK. The Flight Reel video highlights a few drone project examples from Simcoemedia.

1. Legal Requirements For Drones

It is crucial that you understand the guidelines and rules to ensure you remain within the law. Where operators may decide to take their drone abroad, you must ensure you are compliant in those countries too. This may involve registering your drone with the aviation authority, taking relevant drone tests and confirming that your insurance covers operation in the relevant location.

According to the UK’s Civil Aviation Authority (CAA), as of 2 April 2025, the basic guidelines are as follows:

If your drone has a camera (unless it is a toy) or weighs 250g or more then you need to register with the CAA. You need to renew this registration every year. This is a registration of you as the operator rather than the drone itself. Anyone flying a drone weighing 250g or more needs to pass a test and get a flyer ID from the CAA. This is free and online. Regardless of whether you legally need a flyer ID we strongly recommend that you do the learning and test as it gives you valuable information on flying your drone safely. If you already have a flyer ID that is still valid, you don’t need to re-do the test until it expires, although you are required to keep up to date with the new regulations. You can register, get your flyer ID and find more information at register-drones.caa.co.uk

There are however some other rules you must follow should you decide to purchase and fly a drone for business or pleasure:

  • Airspace & Permissions: Ensure that you do not fly into restricted areas and no-fly zones (e.g., airports, urban areas, military zones etc). A useful website highlighting restricted airspace for drones within the UK can be found on the NATS website.
  • Insurance: Public liability insurance is mandatory for commercial operations (providers like Coverdrone or FPV are examples of popular insurers). According to the CAA’s drone code

There is no distinction between flying commercially and flying for pleasure or recreation. This means that an approval just to operate commercially is not required. However, all commercial drone flights require valid insurance cover.

2. Developing A Business Strategy

  • Target Audience: Identify sectors with potential to generate revenue, including real estate, construction, surveying, weddings, events or tourism for example. Each sector poses unique challenges for a drone operator.
  • Pricing Strategy: As with any other business model, consider pricing based on hourly rates, project-based pricing or larger packages. Any cost analysis shouldl include travel, recording and editing of the video. Remember that you need to cover the costs of setting up your business in the first place – the drone, insurance and CAA fees.
  • Competitive Analysis: Research competitors and determine how to differentiate yourself in the marketplace. Creating a showreel of your best work including your own signature video movement and composition combined with striking photography will ensure you stand out.

3. Equipment And Technical Considerations

  • Drone Selection: Choose drones that meet your business needs and legal requirements. For example, drones in the sub-250g category, while compromising on quality to a degree, have significantly less restrictions than those over 250g.
  • Camera Capabilities: There are a variety of drones available, each with their own capabilities in terms of camera quality, automation (such as Point Of Interest and Precision Landing) and battery life. Ensure that you check out examples of video footage and photography via reviews from reputable sources on video platforms such as YouTube or Vimeo to gauge camera quality and ease of use.
  • Accessories: You will likely need accessories for your drone so invest in extra batteries, ND filters, SD cards, a landing pad, and a controller with a bright screen for use in direct sunlight where necessary.

4. Footage Post-Production

  • Editing Software: Software such as Adobe Premiere Pro, DaVinci Resolve, or Final Cut Pro are suitable for video; Lightroom or Photoshop are common editing tools for photographs. Some drones, such as the DJI Mini 4 Pro for example, are capable of creating High Dynamic Range images.
  • Stabilisation and Grading: High-end drone footage may require colour correction LUTs and stabilisation software prior to delivering the final product.

5. Scalability Of Drone Services

  • Additional Services: Drones are also capable of mapping, 3D modeling (photogrammetry), thermal imaging and cinematography for film/TV. You are likely to require an upgrade to your existing hardware and software to cater for these highly specialised services.

Useful Links

Simcoemedia Aerial Drone Footage

Tattenhall Marina

A collection of aerial footage created for Tattenhall Marina, a marina located near the city of Chester in the UK on the Shropshire Union Canal. See the marina at its finest in late Springtime.

Waverton Arms

Short drone video captures The Waverton Arms from interesting aerial angles and provides and overview of outside facilities including the garden, parking, proximity to the main road and other seating areas.

Final Comments

As mentioned in the first paragraph, this article is designed to provide an overview of the general rules and guidelines associated with owning a drone and operating it commercially. If you are considering adding aerial video and photography to your business then please ensure you follow the drone code.

The post Starting A Drone Photography and Video Business In The UK first appeared on Simcoemedia.]]> AI Tutorials For Photographers, Designers And Video Producers https://www.simcoe.co.uk/ai-tutorials-photo-designers-video-producers/?utm_source=rss&utm_medium=rss&utm_campaign=ai-tutorials-photo-designers-video-producers Wed, 14 May 2025 14:15:00 +0000 https://www.simcoe.co.uk/?p=3290

Simcoemedia shop has been selling 360 images, tutorials, books and t-shirts since summer 2024 proving an outlet for the graphic design, AI video experimentation, generative AI 360 image generation. Simcoemedia remains committed to the exploration, experimentation and analysis of AI tools and, with more resources in the pipeline, the shop aims to be a valuable resource for those looking to embrace AI as part of in their creative work. This article focusses upon the tutorials written to assist creatives looking to explore these tools.

Tutorials

Applying Styles To 360 Photography Tutorial

Applying Styles to 360 Photography Using Midjourney and Magnific

This tutorial examines how AI can transform 360-degree images by applying image styles using Midjourney and Magnific AI. If you are looking to enhance architectural shots, landscapes, or abstract environments, this guide can assist you step by step through the process, enabling you to enhancce immersive photography using AI-driven tools.

AI Music Video Tutorial

Introduction to Creating AI-Generated Music Videos

AI is revolutionising the way music videos are produced, enabling artists and filmmakers to bring visual storytelling to life without the need for expensive production crews or complex computer graphics. This free tutorial provides a brief history of music videos, explores the potential of AI-generated visuals, and provides practical examples of how Runway Gen 3, Kaiber, and other AI platforms can be used to create unique and engaging music videos.

Creating 360 Images Using Midjourney and Magnific AI Cover Design

Creating 360 Images Using Midjourney and Magnific AI

For those interested in creating immersive 360-degree images, this tutorial provides a complete workflow using AI tools. From generating high-quality panoramic scenes to ensuring seamless stitching for a flawless 360 experience, this tutorial guides you through the techniques required to create visually stunning, AI-enhanced environments.

The Future of AI in Creative Media

The fusion of AI and creative media opens up a new world, offering new tools for artists and designers looking to streamline the production of creative work. As AI tools continue to evolve, they provide new methods for expression, allowing creatives to push the boundaries of storytelling, photography, and digital artistry. Check out the full range of tutorials at the Simcoemedia Shop.

The post AI Tutorials For Photographers, Designers And Video Producers first appeared on Simcoemedia.]]> Paloma Film Development – Storyboard Pre-Production Overview https://www.simcoe.co.uk/paloma-film-development-storyboard-pre-production-overview/?utm_source=rss&utm_medium=rss&utm_campaign=paloma-film-development-storyboard-pre-production-overview Sat, 12 Apr 2025 10:00:45 +0000 https://www.simcoe.co.uk/?p=3599

What Is Paloma?

Paloma is the 60-75 minute film of a story written by Peter Simcoe. It takes place 300 years in the future where a man living a solitary life in a post apocalyptic land finds a note from a mysterious woman that will change his life forever. It is an adventurous and challenging production for an independent filmmaker requiring an innovative approach and execution. It is important to explore different methods and techniques for crafting a tale with compelling visuals and soundtrack as there are many ways to tell this story including live action, AI generated content, CGI and hand drawn animation.

As part of the pre-production process a 20 page document containing details on the social, political and environmental aspects of life in the 24th century was produced. This enabled me to write and evaluate the storyline in depth whilst addressing some of its weaker elements. Having established the story theme and direction, an animated storyboard has was assembled to communicate the concept.

Creating The Storyboard

The storyboard began as a series of sketches on paper. These were individually input into Midjourney, a description added and drawing style applied. Using it’s vast bank of reference images, Midjourney’s generative AI generated a more refined version of the original paper sketches. There is some variation in the pencil strokes, fine detail and overall styling

To animate each of the frames, Midjourney was then tasked with creating variation on the original image. This process was repeated at least twice which resulted in a series of frames that could be input into Premier Pro. The animated sequences were grouped using the nest function and assembled in the correct order on the timeline. Preview production logos were added to the sequence from www.videohive.net. Introduction text was added in Premier Pro and sound effects were added using the Soundly desktop app plus existing sound from my own library.

Generative AI Experiments

A variety of production techniques are being considered including using generative AI to tell the entire story using platforms such as Runway, Firefly or Luma Labs. Developing this idea further, it is also possible to combine AI generated imagery by compositing it onto existing video and blending the video and AI generated elements using Photoshop. See other AI experiments I’ve been working on using the links below:

Why Create A Video At This Stage?

Creating a pre-production video highlighting key elements of the story whilst providing a visual guide to the composition of each scene is useful when communicating the story to interested parties. These may be potential stakeholders, design clients, other filmmakers or even friends and family. Using simple animation techniques to create the impression of moving frames adds dynamism to the presentation, providing an additional hook to keep people watching.

I look forward to bringing you more developments on Paloma in the near future. If you are interested in supporting the project, please contact me at design@simcoe.co.uk or donate to the project at https://www.paypal.me/petersimcoe.

The post Paloma Film Development – Storyboard Pre-Production Overview first appeared on Simcoemedia.]]> AI And The Future Of Media Production https://www.simcoe.co.uk/future-of-media-production-and-creative-industries/?utm_source=rss&utm_medium=rss&utm_campaign=future-of-media-production-and-creative-industries Sun, 02 Mar 2025 22:09:44 +0000 https://www.simcoe.co.uk/?p=3485

The US Government has recently announced an investment of 500 billion dollars toward the development of AI technologies. Flanked by some of techs top shakers and movers including Sam Altman of OpenAI and Facebook’s Mark Zuckerberg, Donald Trump announced it to the press in early 2025. Investment on this scale will inevitably provide fertile ground for advancing AI and some scientists believe that Artificial General Intelligence (AGI) is achievable within the next 10 years. So how could this impact the creative professions? This article provides a brief overview of AI development in early 2025 and provides a few thoughts on how this may affect creative communities in the near future.

What Is Artificial General Intelligence?

Artificial General Intelligence (AGI) describes a machine that can learn, understand and complete any intellectual task on a similar level to a human. The Singularity is the moment when AI surpasses human intelligence and, in theory, these machines become capable of building even more effective and efficient machines. When The Singularity is achieved AI is considered to be self aware and capable of independent ‘thought’. I discussed The Singularity a couple of years ago in my article Artificial Intelligence And The Singularity.

Some scientists such as Ray Kurtzweil believe that AGI is inevitable and we are only a few years away from The Singularity. Others are more sceptical as to whether computers are capable of becoming self aware – AI will effectively become a sophisticated emulation of human behaviour to the point that it is indistinguishable from human beings. However, sceptics believe on close examination AI will remain clearly identifiable. A film reference that comes to mind is the Voight-Kampf Test conducted by Deckard (Harrison Ford) on Rachel (Sean Young) in Ridley Scott’s masterpiece Blade Runner (based upon the Philip K Dick book ‘Do Androids Dream Of Electric Sheep’). The test is designed to indicate whether the test subject is human or android. Deckard is impressed with the level of examination required to confirm that Rachel is an android…perhaps intentionally a nod to the Turing Test developed in the 1950’s designed to establish the theoretical point at which a machine becomes self aware.

Human Intelligence vs Machine Intelligence and The Singularity

Blade Runner Voight-Kampf Android Test

How Might AI Affect Creative Industries?

Creative industries rely on the skills and experience of people from a variety of backgrounds, including graphic design, video production, 3D VFX, and film production, among others. Some content creators have been exploring AI technologies to streamline their workflows and gain a creative edge over their competition. AI has already started reshaping these fields, offering new ways to generate, edit, and enhance content with unprecedented speed and efficiency.

One of the most immediate impacts has been on image generation and digital art. Platforms like Midjourney, Magnific AI, and Adobe Firefly have provided artists with tools that can generate highly detailed illustrations, concept art, and even photorealistic imagery in seconds. Traditional methods that once took hours or even days—such as sketching, refining, and coloring—can now be automated, allowing artists to iterate rapidly. Photoshop’s Generative Fill, introduced in 2023, further revolutionized workflows by enabling users to manipulate images with simple text prompts. This has led to a democratisation of creative tools, allowing individuals with little to no formal training to create professional-looking visuals. However, it has also raised concerns about originality and the potential devaluation of artistic skills.

In video production, AI-assisted tools like Runway, Kaiber, and Luma Labs’ Dream Machine have begun blurring the lines between live-action footage and AI-generated sequences. Filmmakers and content creators can now generate complex animations, enhance video footage, and even automate tedious editing processes. For instance, Runway’s text-to-video feature allows users to create short film sequences without the need for expensive equipment or extensive VFX expertise. While this is a boon for indie filmmakers and small production teams, some professionals fear it could reduce demand for traditional post-production roles.

AI’s role in music production has also seen growth. Suno and Udio are among the leading AI-driven music generators that can create fully composed tracks from simple prompts. These tools can generate music that mimics various genres, from orchestral scores to Electronic Dance Music (EDM). This has opened doors for independent creators who lack access to professional musicians or studio space. It has also sparked debates around copyright, authenticity, and the ethical implications of AI-generated music competing with human composers.

Hollywood Is Dead?

Popular YouTube channels such as Matt Wolfe and Curious Refuge frequently discuss how generative AI video could signal the end of traditional filmmaking. Some argue that AI-generated content will make professional studios and production crews obsolete because film producers can now create high-quality clips from a simple text prompt. However, I’m not convinced Hollywood level production is a risk. AI video tools like Runway Gen-3 have made impressive strides in generating short clips with minimal effort. However, generative AI still struggles with consistency, coherence, and the ability to tell complex stories. While AI-generated content may prove disruptive in areas like advertising, social media content, or even indie filmmaking, the idea that AI alone could replace blockbuster films, nuanced performances, and the artistry of cinematography seems far-fetched—at least for now.

This situation mirrors the evolution of gaming and computer-generated imagery (CGI). As a design and technology student, I remember discussions about how gaming would be indistinguishable from reality around the year 2030. While modern graphics engines like Unreal Engine 5 have brought us photorealistic visuals, the human eye can still detect the difference between computer-generated environments and footage shot in the real world. The same applies to AI-generated video—despite its rapid improvements, it remains fundamentally different from real-world cinematography. Take the early days of CGI in Hollywood as a case in point. When Tron (1982) experimented with computer graphics, it was groundbreaking, but clearly recognisable as artificially generated. Over time, computer generated imagery evolved into a powerful filmmaking tool, enhancing films rather than replacing traditional production. AI-generated video is likely to follow a similar path: not as a complete replacement for Hollywood, but as a tool for filmmakers to augment their craft, streamline workflows, and explore new creative possibilities.

The real question is not whether AI will kill Hollywood, but how filmmakers will adapt. Just as green screens, motion capture, and CGI didn’t erase practical effects but reshaped them, AI will challenge traditional production methods while offering exciting new possibilities. The future of film will likely be a hybrid—where AI tools assist in everything from pre-visualisation to special effects, but the heart of storytelling remains human.

Matt Wolfe’s YouTube Channel

Tron (1982) Light Cycle Sequence

AI Slop

You may have heard the derogatory term AI Slop. AI Slop is the content creators equivelant to spam email from automated bots and refers to low quality, low effort, unwanted content that is appearing online including images on social media, AI generated video content on YouTube and even entire websites. In a recent video YouTuber PenguinZ0 / Charlie (reknowned on the web for his sharp, insightful commentary) described the demise of a YouTuber known by the name Kwebbelkop as a result of using AI platforms designed to automatically generate content. The problem was that this content was perceived by his audience as lazily produced and lower quality…essentially AI Slop. As a result his audience began to lose interest, his reputation and brand permanently damaged with negative consequences in terms of income and reach. Content producers be warned.

Charlie (PenguinZ0) Discusses AI Slop

The post AI And The Future Of Media Production first appeared on Simcoemedia.]]> Immersive Digital Media Part 2 – Examples https://www.simcoe.co.uk/immersive-digital-media-examples/?utm_source=rss&utm_medium=rss&utm_campaign=immersive-digital-media-examples Wed, 20 Nov 2024 20:08:35 +0000 https://www.simcoe.co.uk/?p=3405

My previous post, Immersive Digital Media Part 1 – Definitions, defined the terminology associated with Extended Reality (XR) including VR, AR, MR and other technologies such as ambisonic audio. The second article in the series focuses on projects I have undertaken in the last 8 years including 360 video, VR180 and ambisonic audio.

AI Generated 360 Images

In November 2023 I initiated a series of experiments examining potential production methods for a short film. During experimentation Midjourneywas used to create equirectangular images which were edited in Photoshop (Beta). MagnificAI upscaling increased the resolution up to 12K. See them on the Simcoemedia website: www.simcoe.co.uk/product-category/360-images/

Also see:

12K examples on 360Cities.net
Applying styles to 360 photography experiment
Tutorials by Peter Simcoe

360 Video Handbook

Published in February 2018, the 360 Video Handbook is a coffee table book featuring a series of inspirational 360 video projects. The style and layout was designed to make it easy to access by featuring an explanatory diagram or photographs on one side of the spread throughout the publication. The book also answers frequently asked questions by beginners. See all Simcoemedia books at:

www.simcoe.co.uk/books/

Augmented Reality Music Video

An AR music video for the song ‘A Little On The Darker Side’ was created using Adobe’s Character Animator software. A series of character designs were developed. These were then animated and rendered in HD. The characters were exported as animated GIFs with transparency then imported into Adobe Aero to create an augmented reality experience. See the example video at:

https://youtu.be/ZfZQ5DZgq1w

360 Video Handbook cover design

Google Tilt Brush 3D 360 Video

3D 360 videos created with virtual reality art creation app Google Tilt Brush. These can be viewed in 3D on YouTube using red / cyan glasses:

Google Earth Studio

Google Earth Studio allows users to generate animated sequences using Google Maps including the 3D photogrammetry data available for many cities around the world.

Chester 4K 360 tour
London 4K 360 tour
London Interactive 4K with labels
Snowdonia 4K 360 tour

360 Video with Ambisonic Audio

In 2017 I became a content creator for HumanEyes Technologies. The company offered funding for 360 video projects using their camera technology including a series of travel videos in Chester, London and Barcelona, music videos, development of a second, upgraded light suit (the original low budget version can be seen in the One More Chance video). Some of these were featured in the 360 Video Handbook. HumanEyes Technologies supported the creation of music videos by supplying extended access to ambisonic audio software and funding the production of light suit v2.0.

Meta Workrooms Interview

Created a series of interviews with Emily Olman and Paul Tomlinson using Meta Workrooms. These interviews explore the connectivity and activities facilitated by Workrooms and explored the meaning of Spatial Computing:

Google Maps interactive 360 images

360 photographs taken at locations across the UK, Spain, Sweden and France have been uploaded to Google Maps to create a portfolio of immersive imagery capable of display on a desktop, mobile devices and within a VR headset.

See Google Maps images by Peter Simcoe

Simcoemedia Spatial Gallery

An interactive gallery created using Spatial IO. Can be viewed on mobile devices, desktop and VR headsets. See gallery.

Microsoft Flight Simulator

This VR video was recorded to demonstrate take-off and flight around Airbus (Broughton) plant in North Wales, UK using Microsoft Flight Simulator. It represents the level of realism the simulator currently offers.

Other Links

www.simcoe.co.uk
www.youtube.com/simcoemedia
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www.linkedin.com/in/simcoemedia/
www.behance.net/simcoemedia

The post Immersive Digital Media Part 2 – Examples first appeared on Simcoemedia.]]> Immersive Digital Media Part 1 – Definitions https://www.simcoe.co.uk/immersive-digital-media-definitions/?utm_source=rss&utm_medium=rss&utm_campaign=immersive-digital-media-definitions Mon, 28 Oct 2024 11:00:06 +0000 https://www.simcoe.co.uk/?p=3393

I recently had a conversation with a client regarding the use of immersive digital media in engineering and design. We discussed how it can enhance research, product development and training and increase the overall impact. Over the last 8 years I have conducted a variety of experiments exploring immersive media such as recording 360 video, drawing with Google Tilt Brush and mixing ambisonic audio. This article, the first of two posts exploring immersive media, provides an overview of terminology.

Traditional vs Immersive Media

The term traditional media usually refers to television, radio, newspapers and cinema. Content is presented to the audience in a passive manner, meaning there is little or no control over presentation or narrative. In contrast, immersive media  interactivity and enhanced sensory experience using advanced hardware and software such as VR headsets or headphones designed to emulate spatial audio. Some technologies incorporate the simulation of touch and smell. Immersive experiences are designed to be consumed in a non-linear, participatory manner where choices and physical interaction affect narrative and environment.

Below is an example of a 360 video uploaded to YouTube with a resolution of 8K. The original video was recorded with a high resolution camera. It is important to note only a portion of the 7680 x 3840 pixels recorded by the 360 camera will be visible to the viewer at any given time (depending upon the Field Of View) which reduces displayed resolution to that approximating full HD (1920 x 1080). If viewed on a desktop PC in full screen you can use the mouse to direct the point of view by clicking and dragging in the desired direction

Immersive experiences are designed to increase the sense of realism and there are many different formats available, each with their own characteristics and advantages. Common media formats are:

360 Video

360 video can be viewed in a Virtual Reality headset such as Meta Quest 3 and, when uploaded to platforms such as YouTube, is also available on a desktop or mobile device. The viewer interacts with the content within a VR headset by moving their head or on a desktop by ‘clicking and dragging’ to change the point of view using an input device such as a mouse. It is also possible to achieve similar interactions using the gyro technology on a mobile phone or a screen with touch capability. YouTube can display interactive 360 video in VR, on desktop and mobile.

Video is recorded with a camera utilising a series of wide angle lenses designed to capture the surrounding environment. It is stitched together using compatible software which may be provided by the manufacturer such as Insta360 Studio or by a third party such as Mistika VR.

360 video is usually recorded in the same equirectangular format as 360 photography. Current cameras record video of at least 6 – 8K which results in Gigabytes of data per minute with the Insta360 Titan recording 11K (10K in 3D). The challenges posed in producing 360 video, such as hiding microphones, lights and other equipment, has led to a decline in use during recent years in favour of 3D VR180 video. However the format remains popular in real estate, tourism and journalism where a view of the entire environment is important.

VR180 Video

VR180 uses half the horizontal viewing angle of 360 video with just the front facing 180 degrees available. It is designed to be consumed within a VR headset, viewed on a screen with active glasses or converted to anaglyph for viewing with red / cyan glasses. Whilst there are only 180 degrees of recorded content, most VR headsets have a viewing angle of around 90 degrees which provides a realistic sense of immersion.

Content is typically recorded using 2 wide angle lenses covering a 180 degree viewing angle. Both of these lenses face the same direction with the centre of each lens placed at approximately the same distance as human eyes. When converted for use within a VR headset, the video provides realistic depth. HumanEyes Technologies released the Vuze XR in 2018 which had two 4K cameras which could be used in VR180 mode or 360 capture mode. A recent addition to the VR180 camera market is the CALF 3D VR180.

This format is used in vlogging and entertainment such as storytelling. However, as mentioned in the previous section, 360 video is still used when it is useful to see an environment in its entirety.

Virtual Reality (VR)

Virtual Reality experiences are designed to facilitate interaction where location, physicality and changes to the environment have meaningful consequences. They are usually viewed within a VR headset such as Vive XR Elite or Meta Quest 3 using controllers or hand tracking. However, platforms such as Spatial and Horizon Workrooms allow users access via a desktop environment as a ‘window’ to the virtual world. The user is able to shape the narrative and environment by their choices which may involve changing the state or position of physical objects within a space. Many VR applications are created with software such as Unity or Unreal Engine.

Examples of immersive VR applications range from as simple as the simulation of fairground games within Nvidia’s VR Funhouse, production of 3D art using Google Tilt Brush or involve the complexity associated with piloting an aircraft in Flight Simulator. Other examples may be found on Meta’s App Store.

The term ‘Virtual Reality‘ was first used by American academic Jaron Lanier in the 1980’s as a title for his research project. He is considered to be the ‘father of VR’ because of his groundbreaking work in the field.

Augmented Reality (AR)

Augmented Reality is the technology that overlays visuals, data or audio onto the real world, enhancing the user’s perception of the environment. One example of this is Google Maps Live View where the camera on a mobile phone is used to show a live view of the road ahead whilst superimposing directions and other visual guides. Another notable project is Glass, Google’s answer to Augmented Reality glasses. This project began in 2010 with the wearable tech available in 2014, It was later discontinued in 2015 due to safety and privacy concerns along with a lack of uptake in the healthcare sector – see this article for more information on the cancellation.

Mixed Reality (MR)

Mixed Reality is similar to Augmented Reality but allows the users to interact with the layers or objects superimposed upon the environment around the user. Meta Quest 3’s MR demo First Encounters is a great example of this. The surrounding environment is displayed on the headset in real time using front facing cameras whilst objects are overlaid onto the display to create game elements that can be interacted with.

Extended Reality (XR)

This term incorporates VR, MR and AR. XR refers to the technologies and experiences collectively.

Ambisonic Audio

Ambisonics is an audio technology that uses hardware and software capable of rendering spatial audio in Virtual Reality, Augmented Reality and Mixed Reality. As few as 4 audio channels can be used to represent sound within a virtual space. As the viewer’s head changes direction or objects emitting sound move within a space the audio is adjusted in a realistic manner to reflect the effect of these movements on the perceived sound. It is also possible to experience ambisonic audio in a limited manner when viewing 360 video on a desktop PC or mobile device by moving the point of view. The use of 4 audio channels to simulate spatial sound is referred to as First Order. However, it is possible to use more than 4 channels to enhance the effect in a similar way to improvements of 7.1 surround sound over 5.1.

For more information on ambisonics, see this excellent summary of ambisonic audio from Waves.com

Olfactory

Olfaction or olfactory sense is the sense of smell. There are devices capable of stimulating the olfactory sense as part of an immersive experience. One example is the Smell Engine described as “a system for artificial odour synthesis in virtual environments”

Gustatory

Gustatory perception refers to the taste sense. It is possible to trick the human brain to into thinking that food is being consumed using stimulation by computer controlled plates placed upon the tongue. In 2013 digital lollipop was created by researchers at the University of Singapore that stimulated sweet, sour, salty and bitter tastes.

Summary

Immersive digital media has the potential to elevate and enhance the process of storytelling, communicating research ideas, developing products and in the provision of training. The last 10 years has seen rapid growth of hardware and software technologies at both professional and consumer levels increasing the number of creators and immersive content. Despite these advances, many challenges remain including the size, weight, cost and uptake of VR headsets, the cost and quality issues associated with 360 and VR180 cameras and the technical complexities of generating spatial audio. There are also positive signs too – the release of the Apple Vision Pro, camera releases from manufacturers such as Insta360 and continued support for immersive content in Adobe’s Creative Cloud.

The post Immersive Digital Media Part 1 – Definitions first appeared on Simcoemedia.]]>