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    Home » Tribeca Attendees Experience Harsh Realities Through VR Offerings

    Tribeca Attendees Experience Harsh Realities Through VR Offerings

    By SHOOTTuesday, April 24, 2018Updated:Tuesday, May 14, 2024No Comments3404 Views
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    This image released by the Tribeca Film Festival shows a still from virtual reality installation, "Hero," featured at the Tribeca Film Festival. “Hero” transplants viewers to a Syrian village, where you have the choice of saving a life after a helicopter drops a bomb. ( iNK Stories/Tribeca Film Festival via AP)

    By Jake Coyle, Film Writer

    NEW YORK (AP) --

    "Once you walk through that door, you will be in Syria."

    That's the instruction a guide named Thea gives before entering the animated virtual reality installation "Hero," one of the immersive selections competing in the Tribeca Film Festival's Storyscapes section. Once suited up with a headset and backpack and told to close your eyes, you're walked into a room where a combination of VR animation and sensory effects plunge you into a Syrian village. Raise your hand, Thea says, if the experience is at any point too overwhelming.

    At first, the scene is peaceful. A radio plays. A dog barks. A child is called home.

    Then a helicopter passes overhead and, in a moment, all is turned to carnage. The explosion ripples through you with not just a glaring flash but a thunderous sound, a shaking floor and a hair-raising blast of air. Before you have composed yourself, a voice calling for help filters through the rubble. It's up to you what to do next.

    "Hero" hopes to, through the most cutting-edge technology, make a faraway tragedy jarringly tangible.

    "The things that you read in the paper, that you hear in the news, you have the ability to click away from. This is the first time that you're actually experiencing it full on. It will change the way that you see these tragedies play out," says "Hero" co-creator Navid Khonsari, an Iranian-Canadian. "Maybe it's this kind of experience that can make us more human."

    Crafted by gaming design veterans from "Grand Theft Auto" and "Max Payne," Khonsari's collaborators include his wife, Vassiliki Khonsari, and Brooks Brown.

    But "Hero" isn't alone as a Tribeca standout that provocatively places users in positions of power, of choice. In "Terminal 3," you are an American immigration official interrogating Middle Eastern travelers, represented in hologram. Both exhibits meld the virtual with the physical.

    "This year, we definitely recognize that creators are looking at real-world issues with a new sense of urgency," says Loren Hammonds, a Tribeca senior programmer. "It's always been effective to bring people to different places in VR. But the level of immersion that you get with something like 'Hero' or the level of discomfort you may have with 'Terminal 3' is something that's totally new and revolutionary."

    There are some forerunners to these works, most notably Alejandro Inarritu's "Carne y Arena" ("Virtually present, Physically invisible"). The filmmaker's acclaimed multi-room VR exhibit, which has toured globally since last year debuting at the Cannes Film Festival, ushers individuals through the experience of Mexican immigrants attempting to illegally cross into the U.S. The technology, Inarritu has said, has the possibility to conjure "emotions or sensations that are sometimes hard to express."

    "Terminal 3" creator Asad J. Malik was born in Pakistan before coming to the United States for college, and eventually embarking on a career in augmented reality. His "Asad and Assad" explored the Muslim experience in America, also through holograms. "Terminal 3," he says, grew out of his own experiences being interrogated at customs in Abu Dhabi, traveling from his hometown of Abbottabad (the northeastern Pakistan city where Osama bin Laden was killed).

    "I enjoy these things, surprisingly. Someone is being paid to listen to you attentively. Now you've got to tell your stories," says Malik. "It's such an interesting moment when two people sit down in this institutional setting with a massive power dynamic, and one person's trying to get know what the other person is about. The questions can get personal."

    Housed in drab, white rooms that mimic customs offices, "Terminal 3" — which uses the Microsoft HoloLens — gives participants choices in questioning their subject, and ultimately the yes-or-no of whether to allow the person into the U.S. Once the interrogation is completed, you turn the corner to find the real person behind the hologram, sitting there patiently. In a handful of footsteps, "Terminal 3" travels from abstraction to reality.

    Neither "Terminal 3" nor "Hero" are particularly portable. Both are large, site-specific installations. Malik and his team crafted 67 holograms for the project. He was hoping to have all 67 flown in for the festival.

    "It's a logistical nightmare," he sighed. "But it's totally worth it."

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    Category:News
    Tags:StoryscapesTribeca Film FestivalVR



    Elevado Names Bryan Farhy Managing Director To Scale Its Hybrid AI Production Studio

    Monday, August 10, 2026

    Hybrid AI production studio Elevado has appointed Bryan Farhy to serve as its managing director. Farhy will own Elevado’s commercial function--leading new business, go-to-market strategy, and studio growth--as the studio expands its roster of agency and brand partners.

    The hire marks a deliberate next step for Elevado which was launched in 2025 under the Saylor umbrella. Elevado has built a reputation for hybrid workflows that fuse AI with live action, animation, and VFX for clients including Johannes Leonardo, Prime Video, Adobe, Netflix, Apple, Universal, and Hilton.

    “We’ve spent the last year proving the work. Now we’re building the business to match it,” said Rupert Cresswell, co-founder & chief creative officer, Elevado. “We’re not bolting AI onto old production models--we’ve built an entirely new one. Bryan has spent his career translating exceptional creative into exceptional partnerships, and he does it with taste. He’s the right person to put Elevado in every room where the most ambitious advertising work gets decided.”

    Farhy joins Elevado with more than two decades of commercial leadership across the production and advertising industries. His career includes senior management at Method Studios, where he served as managing director, West Coast; B-Reel, as director of business development for North America; RSA Films as executive producer and head of sales USA; and Stink Films, as North American head of sales. Across those roles he has built and led relationships with brand-side marketing leaders, agency production heads, and creative directors--and has become known for architecting brand alliances that create real, lasting value for clients and talent alike.

    At Elevado, Farhy will build and manage the... Read More

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