Mixed reality: creating with the eyes

The future is now. Or that could be the slogan of the presentation of Edgar Martin-Blas, creative director and CEO of Visual Voyagers in the edition of this year’s Animayo. His masterclass deepened in important technical aspects for those already initiated in the sector, but also opened a new field of expectations for people who see the flow of technology as a way to enter new worlds.

Martín-Blas has been “navigating the technological waves” -as he defined it himself- since 2000, after a brief period working in the sector of theme parks. After making projects for Disney and Efteling, he experienced the birth of Internet virality. “Before, if you wanted three million views you had to pay two million euros in advertising, now, thanks to the Internet, you only need a good creative team,” said Martin-Blas to explain the current boom in network content.

This creative director toured, with the company of the attendees, his professional career to put it in context with the speed of the technological changes that have taken place in the last twenty years. Moment and opportunity. Those are two of the most important keys. After the release of the first iPhone, and before Apple created its Applestore, Martín-Blas was co-founder of two of the pioneering digital design and advertising companies, Teaser and Xocolat Desig, managing to work for more than 50 major brands and being one of the first companies to develop Apps in Spain. After this business stage he joined Tuenti-Telefónica, taking the creative direction and launching the brand in Latin America.

Between 2015 and 2016, an unexpected turn appears in the sector: virtual reality. Opening a range of possibilities that is being completed, at this moment with the mixed reality: the fusion of the real with the virtual under the same vision. In his masterclass they were able to test the surprising possibilities that the new Magic Leap glasses bring to the sector, where the barrier that the virtual does not have its physical correspondence is overcome, where new scenarios are created before our eyes that are also palpable by the carrier of the device.

One last thing, Edgar Martín-Blas made clear which, in his opinion, is the most important thing to succeed in what you propose. “It’s not worth anything to be very good at something if you do not develop social skills: the most important thing always moves in the corridors and not in meetings.”