Immersive experiences are all around

As the sunny season approaches, it brings with it one of the most powerful spaces for brands to connect with audiences: the great british festival. In fact, research shows a whopping 80% of festival goers said they’re more likely to purchase from brands that activate at, or associate with, festivals.

Every industry does it – estate agents take photos that make rooms look more spacious, cosmetic companies retouch model images to perfection, and I’ve never had a burger that looks like the images on the menu. The practice of selling products through manipulated, aspirational visuals is as old as the CGI hills. And with the unstoppable rise of AI, the line between aspirational and attainable is becoming increasingly blurred.