Global aerospace giant Airbus has commissioned small Swindon-based specialist CGI firm Rendermedia to help it win new customers by harnessing the latest virtual reality technology.
Rendermedia has created a series of VR programmes that showcase Airbus Defence and Space products. It went live today at the Farnborough International Airshow – the world’s biggest aerospace trade fair where deals worth billions are commonplace.
Rendermedia’s programmes mean that visitors to the Airbus stand can strap on the VR headset and enter a highly realistic and interactive environment.
They will be able to experience what it’s like to soar 90,000 ft above the surface of the Earth, sit in the cockpit of a plane thundering a few hundred feet above the Brecon Beacons, land an Airbus A350 jetliner, take part in a helicopter rescue mission in a disaster zone or even journey across the barren landscape of Mars.
The Airbus work is the latest in a series of ground-breaking commissions won by Rendermedia from blue-chip clients such as Castrol, HP, Siemens, Nokia, Unilever and the BBC.
It has been creating story-driven content for clients and brands to communicate products, processes and services for the past decade – creating immersive, experiential content with pixel clarity.
But managing director Mark Miles said working with Airbus was also an important progression for the business as it would open up VR technology to a huge raft of potential new users.
He said: “Everyone is familiar with the concept of virtual reality as it is now becoming a staple of the games and entertainment industries.
“But we have broken new ground in applying the technology to a business-to-business environment in order to overcome the very real challenge of how you demonstrate large products to potential customers.
“In one place at one time, we can take people right into the heart of the very large and complex equipment that Airbus manufactures, complete with sound effects, and immerse themselves in the experience.
VR is growing so rapidly that some industry estimates put the annual value of the global sector at around £30bn by 2020.
Mark Miles said he was determined that Rendermedia won a slice of that business. “There are few more competitive business environments than the aerospace sector – while the rewards for those who win the contracts are immense,” he said.
“An event like Farnborough will have a lot of businesses vying to stand out and make an impression from film and 3D graphics. What we are demonstrating is a stage beyond that – the rich graphics and interactivity leaving the user feeling they have actually been there.
“Our virtual reality programmes allow the user to actually immerse themselves in an alternative world which then responds to their movements and instructions. VR allows you to place the user in the centre of an omni-directional story that allows you to experience how and where a product is used in absolute context.
“It really enables users to feel impressions that are far longer lasting than seeing a film on a TV screen.
“We see this contract win as the tip of the iceberg. We can allow prospective buyers to experience any product of any size and in any context, from a driverless car to a luxury liner. This is the shape of the future for marketing.”
