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Metaverse June 21, 2022

Wunderman Thompson unveils metaverse experience

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To commemorate the opening of advertising’s greatest festival in Cannes, Wunderman Thompson has unveiled the WT Inspiration Beach, an immersive metaverse activity. It allows visitors from all over the world to see how the firm approaches innovation, content, and networking in a unique way.

Collaboration areas, a networking lounge area, and a creative showcase of Wunderman Thompson’s most inspiring pieces of work are all part of the WT Inspiration Beach, which was custom-built from the ground up in association with premier metaverse platform Odyssey. Additional attractions, such as an interactive shopping space and a DJ booth, will be unveiled later this week to keep people engaged in fresh ways.

Sustainability, IE&D, Data and Technology, Brand Creativity and Effectiveness, Talent, and Business Transformation are among the important industry themes presented by Wunderman Thompson’s ‘Inspiration Kiosks’ located along the beach

“At Wunderman Thompson, we’re always looking for inventive methods to offer a more inclusive consumer experience,” said Gareth Jones, SVP Global Marketing. This is why we’re launching the WT Inspiration Beach, a virtual engagement in the metaverse that will allow our clients and colleagues all around the world to experience our take on creation in a one-of-a-kind and extremely immersive setting.”

“As brands seek to enter the metaverse, many are going to Wunderman Thompson, who are thought leaders in this arena,” said Reid Santabarbara, CEO of Odyssey. We’re able to present these ambitious businesses with the most accessible, highest-visual-fidelity streaming metaverse platform on the market today thanks to our collaboration. Our product team, led by Odyssey CTO Maxime Long, has captured the creativity and inspiration of advertising’s biggest festival and provided an experience that showcases the metaverse’s boundless possibilities in building the WT Inspiration Beach.”

Wunderman Thompson was one of the first advertising companies to develop their own metaverse, unveiling it at CES 2022. The global network released two original reports about the rise of this new frontier of customer experience: ‘Into the Metaverse,’ which was released in September 2021, and the follow-up report, ‘New Realities: Into the Metaverse and Beyond,’ which was released in May 2022 and found that awareness of the metaverse had more than doubled in less than a year.

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Metaverse

What on Earth is the Fediverse?

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What on Earth is the Fediverse?

Although the Fediverse is still small when compared to the number of users on mainstream platforms, those interested in the future of the internet and regulation should be aware of the Fediverse and how it works, who uses it and why it’s important.

The Fediverse is a network of interconnected servers that communicate with each other based on decentralized networking protocols. These servers have varying uses and different services, such as social media or file hosting. 

So far, the most popular Fediverses are Mastodon, PeerTube (video hosting, similar to YouTube), and Pleroma (social networking and microblogging similar to Mastodon).

In order to have a grasp of how the Fediverse works, there is need to understand the central concepts, namely the software platforms that comprise the Fediverse, and the communication protocols used by those software platforms.

Fediverses aren’t websites

Signing up to a Fediverse service isn’t the same as signing up to Elon Musk’s Twitter or Meta’s Facebook, where one creates an account and uses it to communicate only with other users on that platform.

The Fediverse services aren’t single websites, but pieces of open-source software that allow anyone to run their own social networking service using that particular software’s functions.

Picture this; you are running your own kind of Facebook where you keep all the functionality and features that Facebook’s software incorporates, but you determine who’s allowed onto your Facebook and the rules they have to follow. Sounds cool?

Well, the servers on the Fediverse, are called “instances,” and they federate with other “instances”, so the user experience is that of an integrated social network. 

This leads to a decentralized distribution of authority and responsibility across the network.

What on Earth is the Fediverse?

In practice, Mastodon, one of the Fediverses, provides microblogging software, but those hosting instances retain complete authority over how they wish their particular community to function. While this structure provides users and instance owners with greater control, it also means that individual instances must manage their own operations and security.

For example, individual instances are responsible for mitigating distributed denial of service (DDoS) attacks themselves—without centralized governance, there’s no centralized protection. 

Which protocols are in use in the Fediverse?

A number of different protocols are in use across the Fediverse, including ActivityPub and diaspora. In Fediverses, shared protocols allow users of different software platforms to communicate with each other. For instance, a Mastodon instance and a non-Mastodon instance can communicate when both use the ActivityPub protocol.

In other words, having an account on Friendica doesn’t limit you to communicating only with other Friendica users—because Friendica is part of the Fediverse, users of other services like Mastodon or Pleroma can communicate with you directly without needing to share a platform.

This would be similar to scrolling an Instagram feed, but Facebook posts from friends and from Twitter users one follows also appear integrated into the platform.

How many users are in the Fediverse?

Although it is difficult to estimate the exact number of Fediverse users because of the decentralization of the services, estimates by third parties, show a growth from about 600,000 users in early 2019 to 4.5 million in late 2021. 

How many users are in the Fediverse?

Different audiences have embraced it for a variety of reasons. Some were concerned about remaining on mainstream social media platforms because of trolling and spamming. For instance, Mastodon focused on its ability to provide a more curated space free from the “toxic behavior” generally prevalent on platforms like Twitter. 

In 2017, federated services were described as appealing to “queer and trans” demographic groups who “fled Twitter due to harassment.” 

This movement was due in part to the increased power of moderation tools to allow users to curate their own online experiences. For example, Mastodon introduced “defederation” in 2017, which allows instances to block all content from another instance considered problematic or harmful. Instances can also choose to only federate with a small number of other instances vetted for, for example, friendliness to LGBTQ users.

While mainstream social media platforms allow individual users to block others, the Fediverse allows for community-level engagement with, or disengagement from, other communities. 

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Invisible Universe steps into the metaverse

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Invisible Universe, an internet-first animation studio, released The R3al Metaverse. The initiative will mint 7200 Producer Pass NFTs, allowing the community to influence the show’s creative direction and have their NFTs animated.

The R3al Metaverse parodies top reality house shows like “The Real World” or “Big Brother” and follows five NFT characters who move to Los Angeles from the metaverse. The 3D-rigged, professionally-voiced cast comprises characters from Bored Ape Yacht Club, World of Women, Doodles, Cool Cats, and Robotos. Fans will root for their favorites as they become friends, quarrel, make up, make jokes, make blunders, and maybe make out.

Alexis Ohanian, founder of Seven Seven Six and investor in Invisible Universe, said other animated programs take years to develop and market. Invisible Universe can debut a whole series and NFT collection in months.

Producers Pass NFT holders can write confessional interviews and create storylines following the series debut. The Producers Pass NFTs, created by award-winning artists and animators, combine iconic Los Angeles sites and the cast into a Twitter banner. NFT holders of the five towns featured in the first season may see their character animated and incorporated into the programme for a cameo.

Invisible Universe has built memorable animated IP on social media

“We approach storytelling without ego, listening to what the community loves and wants more of.” Tricia Biggio, CEO of Invisible Universe, believes the next generation of customers will want more involvement in entertainment franchises. “This series has infinite potential for a spinoff, new characters, or a longer run. Season 2 and beyond will depend on our community.”

Invisible Universe is contextualizing NFTs, communities, and the metaverse so consumers can grasp web3 on traditional media. The animation company applied lessons from Qai Qai, Squeaky & Roy, Clydeo, and Ember. The R3al Metaverse will feature new characters who will spin off into their own shows or planets, like Invisible Universe’s present characters.

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Venice Immersive Island metaverse experience

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Virtual reality is only one of the immersive experience at Venice. On a little island near the Lido, festivalgoers can enter the metaverse. They can “globe hop” with a tour guide, dress up with background dancers, or assist Coco Chanel create Chanel No. 5. When Venice’s virtual program went virtual, the forms also changed. Venice Immersive is the new name for the program’s return to the Lazzaretto Vecchio.

Reilhac: “We wanted to highlight how swiftly the field is diversifying.” “We didn’t want to focus on one technology like VR, but on all kinds of immersive experiences”

Some of the 43 projects require VR. Some are 360-degree installations, others offer “mixed reality.”

One of their most ambitious endeavors has been committing to delivering tours of virtual worlds to small groups. Worlds means a virtual space where people can gather, such as a beach, woodland, or science fiction world. Reilhac said users can play mini golf or train dogs in the worlds. Worlds and world-hopping are best experienced in Venice Immersive.

The curators say “Framerate: Pulse of the Earth” shows the possibilities of this art genre. The 3D-scanned creation features changing sceneries”.”Framerate” director Matthew Shaw wants to show natural and human-caused changes to the globe. “We see destruction, extraction, occupancy, harvests, growth, and erosion.”

“Framerate” audiences enter a dark room surrounded by displays that operate as “holographic portals” into huge panoramas, such as a 200-foot cliff decaying and crumbling into the sea or a forest altering over a year. Users can stand anywhere in the room and focus on the cliff or a pebble.

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