• by Larissa Faw , June 1, 2016

Lucid VR, the developer of 3D virtual reality (VR) pocket-sized cameras, is launching Lucid Studios, a production house specializing in the creation of 180- and 360-degree 3D VR videos. The firm already has a number of marketers signed up including cosmetics company Sephora and UC Berkeley among others. 

With Lucid VR’s proprietary software, the 3D video content is then integrated for playback on websites and apps.  

“Our 3D, 180-degree, VR approach gives storytelling true depth and peripheral vision in an incredible and very real experience,” said Han Jin, CEO, Lucid VR. “This is called ‘found footage’ in traditional filmmaking where viewers feel like what is filmed through the viewfinder is what they would be seeing with their own two eyes. It is incredibly realistic.” 

UC Berkeley Recreational Sports department is using the new facility to develop VR videos for five or six different team sports, as well as the university's VR campus tour. Sephora and several U.S. retailers are other brands are using the studio to develop VR campaigns.  

“When you have the immersive experience of VR, there is no limit to what you can produce where imagination meets reality," says Stacy McKenzie, head of Lucid Studios. "Today consumer brands are extremely interested in using VR to connect with, and engage, their audiences. We create the most lifelike experience possible so our clients can differentiate themselves and dramatically change their customers’ experience with their products.” 

This Studio was a natural extension for the VR camera developer to demonstrate its capabilities, says Jin. "It's our responsibility to educate the market and drive content creation to highlight the advantages and value of 180 degree 3D content creation." 

Still it is a challenge to convince advertisers that it is worth the money to embrace fully immersive VR and not some knock-off option, says Jin. "Most people think VR [equals] 360, which is not the truth. If you capture 360 degree 2D videos with ball-shaped consumer VR cameras, you will be looking at images which surround you, but flat people and objects in VR. VR means immersive experiences such as their games which are all in 3D," he says. With Lucid Studios’ 180-degree, 3D, VR capability, the viewer experiences the film as if he or she were in the environment. 

Lucid Studios launches with a team of around 10 staffers and is based in Santa Clara, CA.