Throughout the year, Digital Design students are given opportunities to interact with industry through guest speaker events and studio tours. Students visit local agencies that specialize in motion and/or interactive design. We recently visited Rogers Arena, home rink of the Vancouver Canucks of the National Hockey League, to see how motion and interactive design were being used to enhance the fan experience.
The tour was led by Mark Raham, Creative Director at Canucks Sports & Entertainment. Mark, as mentioned on the Canucks’ website, “is responsible for the look and feel of the Canucks brand at all public touch points. He works closely with all customer-facing departments including brand and creative, web, broadcast and game presentation to develop and enhance the Canucks brand identity.”
We started the tour at the statue of Roger Neilson. For those familiar with the history of the team, Roger was the head coach who inspired the towel power phenomenon during a playoff run in the 1980s. Mark mentioned how well-received the statue has been for fans and it provided one of the many storytelling elements that are spread throughout the arena. The statue is a popular meeting place before games where fans can see lights of the team colours on the columns and hear ambient crowd sounds that help build anticipation for the game. All of these elements serve to create the start of “layered experiences” for the fans.
Mark Raham has been very generous with his time when it comes to helping VFS Digital Design students understand the importance of bringing a brand to life, and this time was no exception — especially since it was on a game night during a very tense playoff round with the San Jose Sharks when he showed up to our Main Theater for a Questions and Answers session about his role in developing Layered Experiences as Creative Director for the Vancouver Canucks. We were particularly grateful on this evening for his commitment to mentorship , given that he was previewing the 3rd of his preshow projection mapping presentations that night (normally he does three of them over a regular season of about 3 minutes in length, and this was a short season) — at an extended 6 minutes!
Digital Design Head of Department, Miles Nurse, said it best after the latest edition of Digital Design Talks: the bar has been set very high. It was truly an awe-inspiring evening. Each presentation represented the theme Layered Experiences perfectly, iterating it in different ways, while showing correspondences in each case.
Digital Design students, Ryan Ali, David Calderon Navarro, Ivan Aguilar, Alejandro Davila, with sound design by Logan Smith, and with critical technical assistance by Colin Gray, presented their Projection Mapping Project Surface. This amazing piece of work was a grand collaborative experiment conducted by the team over a number of months outside of any specific program requirement, but wholly in the spirit of the program’s principles.
On Wednesday, November 14, 2012 at 4:30 in the Main Theatre at 420 Homer, we present another edition of Digital Design Talks. This time the theme is Layered Experiences.
As Head of Department, Miles Nurse, says: “The demands of the entertainment brand universe is ever expanding, so by understanding how installations, interactive, social, and game systems work together, students will be able to provide consumers with experiences that offer greater value and context.”