Innovation That Matters

Immersive experience

Immersive storytelling studio adopts VR, AR and 360-degree videos


Startup incorporates state-of-the-art technology into its films to create a unique experience

Advances in technology have revolutionised the film and video industry. YouTube, for example, was once home to footage of individuals talking to camera in their bedroom. With ever-evolving technology, footage from drones, GoPros and 360-cameras has become commonplace. VR was manipulated as part of a series of short films that helped trigger happy memories for Alzheimer’s patients, signifying the technology’s impact on a far wider scale than just entertainment. Elsewhere, a 360-immersive setting offers a unique experience in the ballet, showing every angle of the show.

Enter Cats Are Not Peas. The UK startup is using 360-cameras, AR and VR within its films to create an entirely unique viewing experience. The immersive storytelling studio was founded by VR filmmaker Alex Rühl. It aims to put viewers at the centre of their stories using frameless formats, increasing the realism for the audience.

Augmentor has chosen the uniquely-named UK startup as part of its 2018 intake. Augmentor is a 10-week programme supporting early stage businesses developing innovative and commercially focused applications of AR and VR. The programme also gives companies technical and business mentorship, access to state-of-the-art facilities. It culminates with the opportunity to pitch their ideas confidently at an exclusive investor showcase. It also provides its cohort exclusive masterclasses to accelerate the development of their business and facilitates introductions to universities to lead collaborative research and development with PhD students.

This innovation has also been featured in the report ‘The Future of Immersive Content’, which was inspired by recent research conducted by our partner Digital Catapult, the UK’s leading advanced digital technology innovation centre. Download the full report here.



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