Simo Herold

Private: Kontactlab

About Simo Herold

I’m originally from Finland, but did my Bachelor’s in the Netherlands and China, then a Master’s in Design in Japan. My background and 10+ years of experience is in design and I’m dealing with the visual aspect of things at Kontactlab. Kontactlab is an art technology studio. I like pop-art, design, discovering new places and food. I’m also an avid fan of trance, techno, progressive and things electronic music (not EDM though) – these give you a good mood, atmosphere and energy to create something exciting (together with some coffee + milk). I tried VR content a few years back, but was not that hyped at the start, perhaps it was the content or story that was not strong enough, but then not long later after the first VR experience when I was shown a cartoon story (can’t remember the name) on a Oculus Gear VR; it was simply mind-blowing. I think it had to do with the content and the storytelling method. The visual side of the objects, characters and etc. in the story was done so well it felt something I cannot put in words here. “How did they manage to do that!?” was my reaction. A wow-moment. I think it was at that point when I really got excited about VR and the possibilities it can have.

Simo Herold

Simo Herold

How did you guys get into VR?

VR’s possibility of creating immersive experiences and new, and different forms of storytelling / content. It can be realistic, it can be imaginary, it can be visionary, it can be educational, it can be
collaborative, commercial, futuristic, medical, it can be all of them and more – there are many possibilities with VR, thus it is awesome.

What is it like working with you guys? What can I as a customer expect in terms of communication and collaboration? Take me through the process.

– Communication is vital to all the projects. Every project we do we make sure we first thoroughly understand the client and their product/brand/industry/situation/brief, and make sure we are on
the same page. In addition to communication, research is also a vital part of the process at the very beginning of each project. We use design thinking steps and methods to get a bigger picture of the project and plan on how to proceed, i.e. what direction to go, what style, what technology, how is the user experience, how to deliver, who is it for, why is it important, what is the value, and etc.

What is your company’s core expertise?

– Kontactlab is an art technology studio that combines multiple disciplines and expertise. Expertise includes design, technology, computer science, film, art and music, which allow us to join our
forces together to create something truly original. At the moment we focus especially on music and arts, and how they can be used with VR to provide new interactive experiences for offline/online, live and live streaming.

Do you offer any type of satisfaction guarantee or revisions of completed work? 

– Depends on the situation and the terms discussed in the contract, there is normally a revision period, or a number of revisions. If the client / brand / company / etc. is not satisfied with the work, it most likely means the work is not yet finished, and can be polished. We want the clients to receive work that they are excited about, work that they are proud of (us as well), work that they believe in. If they don’t believe in the work they receive from us, how can they pass it on further, i.e. to their customers?

I’ve been living in a cave the last few years and just got back to work at the marketing department, can you explain to me why I should invest in a VR marketing campaign?

– Before any detailed presentations, explanations, power lunches, lattes, frappes and americanos; I would rather show you how VR works, perhaps first simply through an app on a phone (i.e. show
360 content), and then give you different VR headset with different works that you can experience and “see it” yourself. VR is about user experience and content, best is to let you on an immersive experience, and after that do all the talking about what could be done or where to go from there.

What is the future of VR marketing?

– I think there is still a lack of awareness to what VR actually is and what it can do; surely this is also varied based on the target audience and geographical locations. I think in the near future there will be a lot of VR content used for internal branding. External, for marketing activities, content is vital, good user experience is a must, storytelling is important, and perhaps most of all, how to get this content delivered/communicated to the receiving end? I think the future of VR marketing will depend on innovating creative ways on how, what, where and when this VR content (for marketing purpose) is delivered to the users.

VR is a no doubt powerful tool that and the industry is young. What are the risks and pitfalls with VR marketing? 

– In all cases, please consider the user experience, (possible) location, content and context.

How big can VR marketing get and what will it take for it to get there?

– I think it’ll depend on how it will be embraced. There is big potential in using VR in combination with other technologies, services and mediums. In addition, VR Marketing does not have to be only external marketing, but it can be also internal branding (for staff/employees, etc.). Now I’m drifting away and starting to wonder what would “VR-Spam” look like. Back to track, I think in the near future VR, AR, MR will be incorporated into most marketing campaigns, perhaps they will even have their own department, such as “interactive marketing”, or, “immersive marketing”.

How would you define a successful VR marketing experience?

– An experience that touches multiple senses and connects the user emotionally to the cause / brand / organization / product. A story or experience they remember, provided them with value and they can’t wait to share with others.

What is it about VR that gets you excited?

– How we can use VR to make new experiences and make life even better!

Any final words?

– I like Pablo Picasso’s quote “Learn the rules like a pro, so you can break them like an artist”. What are these rules? Maybe it can mean Software? Could it mean knowing a Programming language? Skillfully playing an instrument? Mastering how to paint realistic landscape images? Learning a Craft? Making or Breaking the Grid? – Create something new and original.

STUDIO: Kontact Lab

By | October 25, 2018