When it comes to creating experiences, seeing and hearing is believing. Helena González Ung explains how memorable DOOH experiences can thrive in person and on screen.
We live in a world where content surrounds us at every turn. From social media ads in our living room to flashy LEDs in retail, an endless war rages on for our attention and it takes some truly awesome work to break the line and grab the attention of a global audience.
Today, it’s not just about creating stellar projects and demonstrating technological prowess, but how that work can be communicated to a wider audience, both in person and behind a screen.
Helena González Ung, Head of Digital Art at Necsum, explains: “These days, awesome content is constantly seen and at Necsum we always have in mind what we want to achieve to develop an overall experience. Content is key to the development of the entire project and one of Necsum’s main goals is to create new content and experiences to engage audiences.
People are always impacted by content and installations, especially on social media. Today, it’s important to create an impact on people even though it can be difficult to surprise people in this way due to an overabundance of content vying for our attention.
While it’s easy to assume that shouting the loudest with the biggest screen or flashiest visuals is the way to win over the potential audience, capturing attention doesn’t necessarily mean that bigger is better. ‘is. In an age oversaturated with the biggest screens and the brightest content, it takes ingenuity and creativity to break through white noise
Ung clarifies: “There are a lot of projects where some people think that putting the biggest LED screen is the key to making an impact and impressing the audience, but when you combine technology and art/content, you have a result. much more powerful to impress and go viral on social media.
An example of this is one of Nescum’s latest standout projects: a display-centric piece at the Yas Mall in Abu Dhabi, UAE, depicting animals and planes bursting from a 116-inch Absen LED screen. cube-shaped square meters with 20 million pixels for content. This installation impresses visitors with a unique visual experience that impresses both in person and through an online screen.
“Social media is like a showcase for us. It is very important to communicate sound, visuals, videos and all other aspects to reach and impact people. – Helena González Ung, Necsum
Immersive experiences have become an increasingly popular method of engaging audiences through AV equipment, emphasizing the feeling created by the technology rather than the experience itself.
Ung says, “Immersive experiences surround the visitor in a 360 degree experience. The visitor does not interact directly with the exhibition, but we immerse visitors in audiovisual spaces. It’s about creating spaces that surround a visitor and enhance their senses; through visuals, sounds and even scents, which are meant to invoke stronger memories and feelings.”
As a group, we have a company that develops these kinds of olfactory experiences that accompany the visual and sound experience, we can create these 360-degree experiences that are more immersive than your typical experience.
Ung adds, “The Yas Mall is a massive project; our client gave us a blank canvas to “paint” in the mall and we designed this experience to create 22 works of art from concept to completion. We created impactful content; we like these kinds of projects where the client trusts us and knows that we want to create the best content for them. They give us a blank canvas and we create the magic.
Harnessing the senses, especially scent and sound, enhances the visual experience in ways that a standalone visual project cannot. While often overlooked by pure spectacle in the creation of these showcases, a solid sound system forms the foundation of an experience that holds a show like this together. Much like the bassist in a band, removing this important element from the equation creates a noticeable void in the final experience.
Ung explains: “It is very important to have a good sound on an installation. When we were testing the content [at the Yas Mall], we didn’t have the audio and the experience was completely different. Seeing a snake emerge from the screen without audio was very different from seeing it emerge with hissing sounds and effects. When we turned on the sound, the experience was much more impressive. Audio is essential for creating immersive experiences. Without audio, we cannot impress.
“The challenge is how to communicate to people so that they turn on the sound when they watch online, [as sound is typically muted for videos on most devices when scrolling on social media]. When the sound is muted, you cannot experience this installation 100%, you miss half the experience.
For many years, a social media presence was seen as a fun, optional tool for businesses to build engagement and interact with audiences in a more fun way, but what started out as an optional item is now become an integral part of running and promoting a business. Social media today acts as a digital “public square” and is now at the heart of marketing campaigns and company messaging that can serve as the basis for conversation with customers and industry colleagues.
Ung says, “The way we communicate is very important. While it’s great to create a perfect setup where everything runs smoothly, we always take care to record the setup and take care of how we show it to the world. Not everyone gets the chance to see the installation in person, so it’s important to record and effectively communicate these projects on our social media and website, showing how we create these experiences to a wider audience.
“Social media is like a showcase for us. It is very important to communicate sound, visuals, videos and all other aspects to reach and impact people as effectively as possible. »
Looking to the future, Ung believes DOOH will continue to keep the consumer experience at the epicenter, evolving in new and exciting ways as the world becomes increasingly connected, for better or for worse. worse.
Ung concludes, “We have no doubt that the continued evolution of these experiences will keep people at the heart of the value chain. We are seeing increased demand for more experiential spaces and increased demand for more entertainment in general. People will define what amuses and entertains us and from there we will design DOOH experiences that adapt to the needs of society and consumers.
“We are constantly evolving and researching to find out what entertains people, creating experiences tailored to each audience. We are always trying to innovate with new content, materials and technologies to be at the forefront when it comes to engaging people. Thanks to the pandemic, we live in an overconnected world, whether through Teams and Zoom, virtual reality and the metaverse. There are a lot of things that have evolved recently in a short time, and we will adapt as the future evolves.