Latin America. disguise, the visual storytelling and extended reality (xR) solutions platform, has launched its Metaverse Solutions division to enable the next generation of extraordinary location-based audiovisual experiences, virtual and live production for the metaverse.
The recent increase in real-time 3D graphics rendering capabilities on gaming platforms means that today's audience craves richer, more immersive experiences that are delivered through the metaverse. While the metaverse is already defined as an $8 trillion opportunity by Goldman Sachs, companies still find it difficult to navigate the technical elements needed to begin creating metaverse experiences.
Metaverse's disguise solutions will build on existing disguise solutions that power live events, location-based audiovisual experiences, and virtual production content to enable businesses to begin taking advantage of the unique opportunities offered by the metaverse.
Launched over the past two years, disguise's market-leading extended reality (xR) workflow has powered more than 600 productions in more than 50 countries. These include delivering live events on the metaverse, such as Kaskade in Fortnite and Rocket League as part of its Llama-Rama event series, as well as supporting launches for major brands such as Gucci and Ferrari.
The disguise will further leverage its extended reality solution along with its partnerships with Surreal metaverse event enablers and advanced content creators Zoan, while also combining its workflows and expertise with Epic Games' suite of applications, such as Twinmotion architectural visualization tool, Sketchfab 3D web viewer, and Capturing Reality 3D photogrammetry software. With this, disguise will create the ability to offer virtual production workflows tailored to the metaverse.
In the metaverse, live concerts are more engaging than any other experience, with 45% of all adults eager to listen to live music in a virtual world. According to Rolling Stone, we are on the verge of a virtual artist revolution with Ariana Grande, J.Balvin and DJ Marshmello as early adopters.
For more than twenty years, Disguise has driven spectacular experiences that include musical performances by the world's leading artists: Billie Eilish, Ed Sheeran, Camilla Cabello, Katy Perry, DJ Kaskade and J.Balvin, as well as for major shows such as Coachella and Glastonbury. to name a few. Its solution has been used by brands such as Nike, Underarmour, Volvo, Siemens and Walmart, as well as to power spectacular projection mapping and augmented reality experiences at the 2020 Al Wasl Plaza Expo dome, BTS 'Love Yourself, Speak Yourself' tour and rapper Dave's Brit Awards performance.
Disguise's ability to enable infinitely scalable content has been widely used in entertainment venues such as the newly opened Nashville-based Nightscape and the Atlanta- and Las Vegas-based Illuminariums which, through real-time generated cinematic scenes in a native 240-degree field, allows visitors to experience being in another world, without using any VR devices.
This rich history will allow the new division to work with Metaverse's leading emerging platforms, such as Fortnite, Roblox, Sandbox, Niantic and others, to deliver integrated solutions for brands and artists to create metaverse experiences that resonate with their audiences.
"Our mission is to help create experiences that challenge expectations. We believe in connecting the physical world with the virtual one, to create Gateways to the Metaverse. Through this, we will make possible a world that meets essential human needs: connecting, collaborating, and being included. The promise of the Metaverse is to unleash a new wave of opportunities for all kinds of creators, including partners, brands and artists alike. We've always focused on simplifying complex technology to unlock the creativity that allows our users to create the most incredible experiences. The creation of our Metaverse Solutions division and the launch of dressing Labs are a key part of this strategy," says Fernando Küfer, CEO of disguise.
Led by disguise's Chief Experience Officer, Alex Wills, the Metaverse Solutions division will be driven by the creativity, technical consulting and innovation of disguise's new exploration unit called disguise Labs, led by disguise Chief of Staff Abi Bowman.
disguise Labs will be a global initiative that will create unique spaces for brands, creatives and technologists to test and experience metaverse workflows. First established in New Zealand by Sam Folkard, Director of Labs New Zealand, Labs will now expand, bringing together local partners in key locations such as Los Angeles, New York, South Korea, London and Montreal. Global Director of Disguise Labs Lara Bowen will lead Labs' global expansion.
Built in partnership with experts in virtual production, live shows, broadcasting, and corporate communication, these metaverse experimentation spaces will drive innovation for future metaverse experiences.