With its popularity soaring and seemingly endless applications, Virtual Reality is predicted to become the biggest lifestyle transformation in our lifetime since the internet. From a consumer perspective, VR is quickly becoming the wave that won’t crash. From a brand’s point of view, however, its actual success in practicality is somewhat up for debate. The very nature of the VR experience is a personal and private one, and very few have barely dipped a toe into the creative pool. When we examine VR through the lens of transformation, it becomes increasingly apparent that time is the source of change – consumption patterns have taken to new levels, and media buying is constant… but time hasn’t expanded and never will. In this light, anything that reduces waste of time will win and the ability to virtually experience and travel without altering time is a win.

There is a real opportunity to be found. What better way to eradicate the hierarchy of elitism and the alienating feeling of segregation than through the lens of VR. In this shiny new world, anyone can sit courtside at the NBA, fly first class, take a trip to India, New York, and Alice Springs. We are no longer restricted to the pixilated confines of a 2D screen, and instead, have endless opportunities through collaborative forms of 3D virtual engagement.

The question still remains: how do you take this notion of transformation and turn it into an effective platform to enhance engagement? Adaptive relevance springs to mind – no longer it is about frequency and reach. Instead, we can see the emergence of relevancy. Of course, the real game changer here is the attribution of digital to offline experiences – changes in travel, tangibility and time. There is a real democracy coming into creativity and it starts from both a grassroots and boardroom level. The strategy that underpins our creative minds. Simply put, real-time creativity is key.

It was predicted by TechCrunch that VR will overtake the mobile industry as early as 2020, which will make it the primary form of communication globally – an experience of technology and connectivity unlike anything else. VR is beginning to give brands unique access to the expansive new market of ‘true intimacy’ as brands infiltrate all touch points of the marketing phase.

As VR becomes more universal and affordable with products like Google Cardboard, it will become easier to master the freedom of VR. From a creative perspective, it’s easy to understand why companies like Nike and Jaguar have utilised the virtual space to gain access to their consumers on a personal level in an equal playing field. Given the dynamic and interactive construct of virtual reality, the advertisements and influence you can introduce into this space is unlimited. It’s an unconquered arena, and as a creative, that’s exciting. Very few opportunities come by that change the field completely and indefinitely. In today’s highly digitized world, there is a full suite of customized data. What we actually do with this data and how we react to the insight closer to the real time in order to demonstrate a communication outcome is core – we can see the true synergy of data and creativity.

The pioneers will be the creatives that invite us into their world. People will be able to interact in those worlds, there will be opportunities to upgrade, and expand, all at a very low cost. I want to find those developers, see what they are doing and how they’re doing it. Work with them to create worlds that excite and entice people. And finally see how we can enhance those worlds by placing our products, our people and allowing the collaboration to shape contemporary advertising 2.0.