Our Innovation Lab is a melting pot of industry, digital and technological experts; bringing you the latest in creative content methods, inventive technological solutions and business strategy insights. The team are continually workshopping new ideas that push boundaries and challenge the status quo.
Power of AR
Being able to preview, test and immerse teams in spaces before they are built has revolutionised delivery for our clients. See how we worked with Rolls-Royce to supercharge their presence at Paris Air Show.
We put digital at the core
Storytelling is at the heart of what we do. We are pushing the boundaries of traditional brand experiences to create ever more immersive and interactive ways to engage with audiences. Cutting edge hardware and software are the tools we use to push these boundaries.
Get the picture
We work collaboratively with clients, and rapidly iterate ideas using a design thinking approach.
Build IT fast
We have an in-house team of developers with a deep skillset who work in agile teams to prototype, test and deploy.
Make IT stick
We are an integrated agency, and so take a campaign approach to brand experience. Our wider team collaborate seamlessly to deliver global programmes of any scale.
What we've been up to
Jul 09, 2020
Game Engines for the Future
demo a game engine environment for real? Contact us here for your VIP invite to
our next Game Engine demonstration.
Engine. Yes, it is as cool as is sounds. The software development environment,
originally designed so people can build video games, has now entered a whole
new era. Game Engines such as the well-known UnReal and Unity now come with a
vast array of functions; from a rendering engine, 3D graphics, physics engines,
AI, animation, streaming, networking and cinematics … You name it, the game
engine can provide developers with everything they need to build a convincing
is that important?
Engines were the province of beautifully tailored, mass market video games
where the content was available to the end user via console and was limited by
the game play. Within that lay the inherent challenge, how to get such high-quality
content to more end users without these limitations?
events and digital product sales that are developing out of recent lockdown are
offering the B2B solution. As consumers build on their recent, somewhat impromptu,
education in utilizing online interaction software, virtual gamified
experiences are no longer the property of digitally proficient but becoming the
new medium by which we will all communicate.
Game Engines are allowing brands to present products in a way that is
impossible in the real world, especially when the experience is paired with VR
Sustainability. With very little raw materials and the only input being creativity and
imagination, game engines create 3D environments that can be constantly reimagined.
No build and burn here.
The Great Leveler. Social-economic considerations have never been more important, especially
in the B2C world. In game engine -built environments, all avatars are equal and
their ability to explore and interact unchallenged.
Game engines can change anything. I mean, anything. Be it a person, a world or
an object. The technology has advanced to the point where it’s possible to
change worlds around the user. Features can be designed in ‘moveable mode’
automatically via UI and re-rendered in real time
Game Engines allows you to design the experience for seamless movement and
truly interactive offerings that appear fully tailored for the user and aren’t
held up by queues, blocked views and space limitations.
Imagine thousands of people all stood in the same place experiencing something that
is impossible for us in current times … like all of us stood at Cape Kennedy
watching the Space X rocket take off …
This is the medium that appeals to the younger demographic, a language that
they speak which we all must learn to connect with up and coming audiences
Hybrid Adaptation – Maximizing space and social distancing will be major factors for an
events when designing a safe experiential journey. It’s probable game engines
will power hybrid events where physical spaces are set up for digital product
Cost – Unreal
Engine is free and Unity is also free to companies up to £1m in revenue, so the
cost really depends on objective. It can be simple and targeted as a deconstructed
360 trainer for a product launch, or as wide ranging as your imagination allows
Engines are highly specialised and like all things, not all 3D environments are
built equal. Here are some key considerations:
How to make your 3D environment immersive? - Get Creative; like all art, you need an artist
with an eye for depth, colour and tone, and the imagination to go beyond replication.
What is the brand narrative? - B2C audiences know their stuff, so it’s not
just about throwing up some 3D booths, you need to curate the experience and
subvert expectation with a narrative that twists and turns, breaking ‘virtual
walls’ as spaces reveal themselves through a tour that requires you to
interact/play the game.
Where and how to host? – This is surprisingly important. Many event platforms do not support
game engines, and if they do, they don’t consider the ancillary resources
needed to host a smooth, continuous experience
Did I need real-time rendering? - This is a tech we will be exploring in more
detail next month
Which engine? Be wary … game engines are being created left, right and centre and
though there is big money being poured into the process, as with all tech
innovations, only a handful with last the pace. Speak to your creative agency
about their game engine experience
Consider Connectivity – What if the internet is not that great? We believe 5G and game engine powered
brand immersion will also form the argument for continuing with event spaces. Brands
are not likely to be able to ensure connectivity in all their end user’s homes,
so they need for physical spaces will remain. We are investing in half-hosting
solutions; developing end-user ability to half-host data and information locally
so there is a mixture of local and remote rendering.
creative and the user journey will always be the main challenge. As with all
events, execution is everything. The environment doesn’t have to be over the
top. In our opinion, clever is best.
currently two main approaches to Game engine development in the events world
and in our opinion, neither are completely correct usages. The first is to
replace a real ‘world’ entirely, for example a virtual experience show where
the 3D model of the event space/booth is faithfully created. The problem is so
much energy is expelled in realism, these models are cumbersome to control and
a bit boring.
is where the game engine focuses on features and creates over-complication by
bombarding the user with info on certain (what the developer thinks) key
clients, it’s all about presentation; the ingenious ways we can show those
features and encourage interaction. Don’t put realism before the journey. Don’t
get hung up on segues. Remember UI rules – 3 clicks or less. Get into the
action and remember the famous adage, ‘start your story half-way through at the
bit where it gets interesting.’
Want to know more. We are offering a limited number of VIP invites to our clients for our next game engine demo. Click here to sign up.
The topic of content security has long been at
the front of our client’s mind as we all know … if a company doesn't get their
security management right … a lot can be at risk.
In the past few years, 2Heads have evolve our
due diligence process to make sure we deliver the most secure experiences for
our clients, whether this be at a physical or digital event. Part of this
evolution has been fuelled by having clients in the security industry itself; a
sector that has changed hugely these last few years as the cybersecurity
Until recently, most security was based
around a network, with several pieces of technology available to keep each
network secure. The main challenge with efficiently using this model arose when
people started to use different devices to access that content and data from
different locations. Everyone who has worked in events knows this as fact. We
all have faced the torturous endeavour of logging into a VPN connection whilst trying
to find a quiet workplace within a crowded Expo. I’m sure I’m not alone in
saying this can be a very clunky way of working.
Leaders in the security industry then went on
to use experts such as Gartner and Forrester Research to forge a new path. Developing
technologies that move away from the "Moat and Castle Security Model,"
- home of the dreaded VPN – and are born in the Cloud, for the Cloud and
focus on the user, rather than the tech itself. Music to the ears of all
experiential, events, digital and marketing experts.
Gartner has defined this type of cloud-based
multifunction service as SASE; pronounced "sassy". It stands for
Secure Access Service Edge, and it is this model which is the future of keeping
your content and marketing efforts secure, no matter where they are accessed
from: an event, online, a phone, a festival, a plane, coffee house, restaurant …
By calling for security to be enforced close to the users, SASE delivers a
significantly superior experience to the older models that brought the user to
The movement to a unified digital world is speeding
up and there is an industry need to avoid securing marketing, event content and
data in silos and focus on the coming revolution where we make our users secure
first. The great news is that SASE vendors are finally here, and we are already
partnering with this technology. The licence
as a service model also comes with all the added benefits we appreciate here at
easy to use
We call it the ‘relax’ factor where everyone
from client to end user can benefit from the intuitive security model.
In the last 12 months, we've seen how our
clients are evolving to run more applications in the cloud as SaaS rather than
on-premise and whilst more of our data lives in cloud centres, more of the workforce (especially professionals
in marketing and events) are increasingly mobile. We are working off-site with
mobility as the norm and using our phones, tablets and desktops remotely in a
routine manner. Building a SASE structure around your events programme not only
allows you to keep up with competitor brands, it will allow that mobility to continue
securely, allowing you to plan for hybrid events and any returns to WFH
The ultimate goal for us as your experiential
and digital agency is to make it possible for our clients to network on any
kind of resource, location or user without leaving the business vulnerable, and
still provide a meaningful omnichannel brand experience.
The move to building access models around identity - the user - does require efforts to move away from old access models based on IP addresses, but we feel the ends justify the means. As marketing and event professionals become part of their organisation’s digital transformation, we recommend you liaise with your agency and get advice on how to have a chat with your IT department. We are always happy to take 5 minutes so we can help you position this internally … after all, us events and marketing profs are not a silo, we too are a crucial part of the secure digital transformation. It’s something us 2Headers are passionate about and we are here to help you do it … even if it is with a bit of sass!
EventHive Powers Grass Valley's First Fully Online Event
With NAB ‘20
cancelled in April, our client Grass Valley wanted a fully online solution to
allow them to create their GV Live ‘Innovate 2020’ conference and continue
business as usual with a schedule of presentations and meetings held in the
digital space. With ten years of development, Grass Valley considered our
proprietary software EventHive a prudent choice as our digital team evolved all
the same functionality to an online adaptation. For Grass Valley, it wasn’t
about redesigning the wheel, but utilising a event tech that offered security,
continuity and a proven user experience.
Grass Valley needed to
pivot the conference program quickly following the cancelation of key event NAB
in Las Vegas; an important date for Grass Valleys sales team. With a need to
still hold meaningful conversations, GV turned to long term partner 2Heads for
a Grass Valley Live solution held entirely online.
EventHive provided the efficient framework for Grass Valley Live to run the online conference across fourteen global regions with infrastructure engineered to navigate the varying time zones of the different delegates.
As a platform that has
undergone ten years of development reacting to the demands of meeting
management in an evolving industry, EventHive was able to react to the
challenge quickly and efficiently, providing a prompt booking system that the
GV event organisers could send out to get delegates engaged and ready for the live
streaming broadcast as if it was running in physical terms.
With a total of 138 meetings booked among 173 delegates across a variety of resourced areas, the Innovate 2020 conference was proof that business could still continue and products could still enjoy successful launches in lockdown. With EventHive at the helm, Grass Valley were able to bring together delegates from eight different divisions and fourteen regions from APAC, to EMEA to LATAM etc. One of the more popular features; the real time communication system showed the power of networking is still strong, even online, and remains an important feature of any digital event solution with EventHive tracking over a thousand conversations.
GV Live Innovate 2020 is another project in a very busy year for EventHive which, as a fully digital solution, has transitioned from physical events to online events, and is preparing for a 2021 of hybrid opportunities, merging the requirements of both into one software platform.
Early 2020 saw the effective use of EventHive to run Scientific Games presence at ICE 2020, the world’s largest gaming market, with a focus on user journey and ensuring delegates were channeled to the right SG specialist. The client testimonial below highlights how UI in the software development is crucial and why a history of development in response to client feedback is very important.