Territory Studio: Designing XR for Marvel and Enterprise
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Designing extended reality (XR) in films like Iron man, The Martian, and Prometheus created the foundation that pulled Territory Studios into the real world practice of developing extended reality for enterprise.

Marti Romances (Co-Founder and Creative Director) discusses how Territory Studio has created AR for Marvel and other Hollywood studios by imagining the exciting potential and practicality of XR. Their concepts for visual effects soon became feasible in the real world as the hardware and software capability of VR improved from their early days. Marti and his team are now at the forefront of design across multiple markets within the XR landscape.

In this interview, Marti anticipates how as immersive technology improves over the next few years, use-cases will become even more impactful. He highlights with XR you need to “learn by doing” – often there is a practicality of learning through failure.

Imagine the future, today, with Territory Studio’s Marti Romances as he dives into the world of extended reality (XR) within cinema, electric vehicles, health care, and more. Tune into the latest episode of XR Industry Leaders to learn how “design by doing” has kept Marti and Territory studio on the forefront of XR design to serve clients by anticipating tomorrow’s technology.

Timestamps:

• Marti’s Beginning in Hollywood (01:36)
• The Next Few Years of VR Hardware (8:33)
• Using Augmented Reality for Surgical Training at Medivis (14:03)
• Technical Considerations Between Augmented Reality vs. Virtual Reality (17:16)
• Future Headset Developments and the AR User Experience (18:26)
• Preparing Clients for XR Technology (20:29)
• “Learning by Doing” and Practical Application vs. Theoretical (21:15)
• Advice for Getting A Project Off-The-Ground, Internally (26:34)

About the Guest:

Creative Director and Co-Founder at Territory Studio in San Francisco, Marti draws from a range of disciplines to design breakout content for memorable gaming experiences. A motion graphic designer and multi-media artist by trade, Marti articulates stories in a most captivating way, blending creativity with technology to realize innovative future-facing interfaces.

Marti’s technical virtuosity is on display in fantasy, futuristic, and commercial projects, including visual and experiential narratives that define the future of film. His work on The Martian, Avengers: Endgame, Ex Machina, Blade Runner 2049, and Guardians of the Galaxy has also attracted brands such as GM, Fisker, Land Rover, and Volvo, all seeking his design influence for use in real-world technology.

Marti’s continued willingness to experiment with bold ideas in new and exciting ways is proven with his extensive gaming work with partners at Activision, Nintendo, EA, 2K Games, and Microsoft. Beyond impactful visual effects and digital experiences created for his clients, Marti serves as an inspirational speaker, sharing his thoughts on design and creativity at global events such as Siggraph, MWC, Nike Immersion Labs, XDS and OFFF. In 2019 he was named one of the 100 Most Creative People in Business by Fast Company.

About ArborXR:

ArborXR helps organizations confidently manage VR & AR devices at scale, remotely install content, and control what users can see and do in the headset. Our mission is to help people live more meaningful lives through the power of XR. Learn more at https://arborxr.com).

Links & Resources:

• Connect with Marti on LinkedIn: https://www.linkedin.com/in/marti-romances-a8a31720/)
• Connect with Brad on LinkedIn: https://www.linkedin.com/in/brad-scoggin/)
• Connect with Will on LinkedIn: https://www.linkedin.com/in/willstackable/)