Hogarth, WPP’s specialist global creative content production company, is launching The Metaverse Foundry to deliver brand experiences in the virtual world. It will consist of global team with more than 700 creatives, producers, visual artists, developers and technologists.
The metaverse, for those of you who haven’t been listening at the back, is defined as a “simulated digital environment that uses augmented reality (AR), virtual reality (VR), and blockchain, along with concepts from social media, to create spaces for rich user interaction mimicking the real world.”
The Metaverse Foundry is built to take ideas to the next level at scale. A limitless place where creative, production and innovation come together to bring to life the greatest ideas, elevate e-commerce and customer experiences.It will provide every aspect of experience design and production, virtual art, virtual stages, development of VR/AR applications, technology, and R&D.
WPP agencies are already delivering multiple metaverse projects for clients including Wendy’s, Under Armour, Duracell, Pfizer, Pizza Hut and Bombay Sapphire.
The foundry will also collaborate with specialist WPP agencies such as Subvrsive (virtual events and immersive experiences) and Ars Thanea (design/animation and live action/visual effects studio) to supplement with specific additional skills.
The pandemic has accelerated the adoption of innovative technologies as people have learned to connect with each other in new ways.
The metaverse, with connected virtual worlds, augmented reality, NFTs and the blockchain. presents limitless opportunities for brands to build creative experiences and engage with diverse, highly loyal audiences.
Its market size in 2021 was estimated to be more than $1 trillion, growing at mid double-digits.
Andy Hood, VP Emerging Technologies at WPP, hosts a 6-minute metaverse masterclass.