Digital Nation Entertainment delivers a whole new world of “WOW.”

How we helped

The challenge

• Demonstrate the full performance of DNE’s volumetric 3D capture system
• Show how volumetric 3D can transform communications, retail, music, and art
• Generate new business for this unique entertainment and technology studio

The Solution

• Using Sony’s Spatial Reality Display, unlock the never-before-seen quality of DNE’s 3D volumetric content
• Leverage the display as a go-to demo in new business pitches
• Use the display to attract customers in retail, fashion, and telecom

The Outcome

• Unanimous acclaim among prospective clients
• Delivering on the wow factor as never before

Unlocking volumetric value

Digital Nation Entertainment (DNE) is in the business of “WOW.” The Santa Monica-based production and technology studio has been creating one-of-a-kind experiences for major concert tours, listening parties, business conferences, and telecom companies. Their Studio Pro volumetric 3D capture rig, an outgrowth of developments by Mantis Vision, integrates depth, imaging, and motion capture with micromillimeter detail in real time.

According to Craig Evans, CEO, “Digital Nation has been very active in 3D display: everything from WebXR to VR headsets, Mobile AR, holographic projection screens, Magic Leap AR, and live streaming AR. But we’ve never seen anything like the Spatial Reality Display. When people see freestanding holograms that are absolutely lifelike without headgear or phones, it’s a WOW moment. It stretches the concept of what is possible.”

“Free-standing holograms had only been possible in movies or science fiction. Seeing it in person is a memory moment, something you will always remember.” -Craig Evans, CEO, Digital Nation Entertainment

Crossing the “uncanny valley”

DNE’s Chief Content Creation Product Officer, Addie Reiss, places the Spatial Reality Display in the context of a years-long quest. He says, “While cartoon characters can be lovable, today’s hyper-realistic CGI meta-characters are not. In fact, they make us uncomfortable, falling into the so-called ‘uncanny valley’ between caricature and live people. As we harness our proprietary depth-sensing imaging technology into generating true-to-life photorealistic volumetric captures, our volumetric capture studio has boldly crossed the uncanny valley, producing holographic captures that really engage our emotions, our affinity, and our attention. Our goal is to transcend communication and entertainment media from 2D into immersive volumetric 3D.”

“Naturally, we scrutinize every single advance in 3D display,” says Reiss. “Every time we see a new product launch, we want to fall in love. We want to say, ‘this is it! This is how we’ll be able to show our content as it was meant to be.’ We’ve been disappointed again and again in the past. But when we got the Sony display in and saw our content, my jaw dropped. It’s the next best thing to science fiction – a hologram popping up out of thin air.”

Simple integration, superb benefits

Because the studio already works with Unreal Engine 4, working with the display was simple and straightforward. Evans says, “UE 4 is simply part of our regular pipeline process. It’s very easy for us as we have the necessary plug-ins. And Unreal provides high-fidelity assets that transfer smoothly to our WebXR platforms. To create our type of volumetric content in a CGI studio would cost ten times as much and take months instead of hours. Now with the display, we can view the content quality immediately. We are even able to live stream our volumetric captures directly into the Sony display.”

“And you can’t take your eyes off it. The Spatial Reality Display immediately grabs your attention and engages you in an experience. It’s fun to use and fun to share with others. For a tabletop display, there is no comparison.”

A powerful selling tool 

As content creators, DNE already has a catalog of volumetric 3D assets that make incredible demonstrations. Says Evans, “When a new visitor comes to our studio, the display has become one of the first demonstration stops. The awe and enthusiasm are unanimous. This will become a staple for onsite activations and demonstrations of our volumetric capabilities.”

Going forward, Digital Nation Entertainment expects to see the display used in retail environments, especially in IT, where the high-tech wow factor will be persuasive, and in fashion, where customers will be able to see how dresses move in lifelike 3D. Another potential application is volumetric 3D NFT artwork, where the display can act as a digital trophy case in homes and corporate lobbies. And Evans notes, “There’s clearly a future in telecommunication. Having live conversations with a freestanding hologram on your desk is more than just a compelling idea. We can do this today with DNE technology and this display.”