The UK has a unique community with strengths in art, culture and technology, sparking trends and influencing creative practice. CreativeXR unlocks the opportunity for this community to experiment with immersive content that inspires audiences.
Immersive technologies (including virtual and augmented reality) have significant potential to enable new formats of creative content for audiences and users. This emerging medium offers the arts and culture sector an unprecedented opportunity to create outstanding content that inspires us, brings us together and teaches us about ourselves and the world around us.
After reading this brief, please refer to the FAQs to answer further queries.
Focused on the creative industries, particularly the arts and culture sector; the three month programme works with the best creative teams to help develop concepts and prototypes of immersive content by offering access to finance, facilities, industry leaders and commissioning bodies, and the opportunity to pitch for further development funding. The programme has been developed by Digital Catapult and Arts Council England, with support from Innovate UK.
Although ‘immersive’ is a broad term that can encompass many fields within arts, culture and technology, in the context of CreativeXR, this refers to experiences enabled specifically by virtual, augmented and mixed reality technologies (see FAQ for description of these technologies) and also encompasses immersive audio. It is the focus of this programme to explore the potential these enabling technologies have for audiences in the arts and cultural space.
CreativeXR will help the UK to make the most of the wealth of talent it possesses in the creative industries. Working closely with current and future content commissioners, the programme is designed to enable the UK’s arts and cultural sector to lead the field in immersive content creation and digital innovation.
CreativeXR will support multi-skilled teams in the development of creative, consumer-facing experiences enabled by immersive technologies, which may include:
Content may be intended for in-home use (i.e. distributed online) or location-based use (i.e. part of a physical installation) and delivered* using:
*Experiences may be extended with haptic or other sensory systems.
The content and user experience must be designed specifically for the chosen medium, and be enabled by one of these emerging technologies. Content may be purely digital or, in the case of location-based projects, it may incorporate an element of live performance if desired.
Content may be intended for different distribution methods:
Whatever the distribution method, applicants will be expected to explain who the intended audience is, why it will appeal to them, and how they would access it.
For further information on eligibility, please see below.
Creative teams can apply for support to complete a 12 week concept and prototype development project, after which they will have the opportunity to pitch to a number of content commissioners/publishers.
By being involved in the programme your business will benefit from:
Successful applicants will be expected to supply the following key deliverables over a 12 week period (4 December 2017 to 9 March 2018):
This working proof-of-concept should provide an immersive example of the core ideas to help inspire commissioners creatively, as well as giving them the confidence that it will be technically deliverable. It should therefore:
A complete set of pitch material, in written and verbal presentation form, in preparation for the investor showcase, to include:
Team representatives will be expected to attend a mandatory kick-off event and the final commissioner showcase, including presenting the prototype and pitch material to potential investors.
Digital Catapult and Arts Council England may carry out research related to this project, to help gain shareable insights around content making, and to assess impact of the content experiences and the programme itself. This may include (but is not limited to) producing published case studies or testimonies for which teams would be expected to contribute by providing appropriate feedback as required.
Just complete the short interest form on this website. You will then be emailed with the link to the full application form.
Before applying please take into account the following factors: