Give us some background on what the studio is, what you guys have worked on, and what sort of brand work you've done in the past.

We've been going 16 years and our first ever client, in fact, was Electronic Arts in LA.

We worked with them on Medal of Honor.

If you remember that title, first person shooter.

And we worked on the first 90 second opening cut scene which set the scene for the game.

So, I mean, I've always been a gamer and into just the whole medium and format.

I just love...

Do you feel like brands are going to find a way in to that? I think it would be hard

Learn more and sign up for the show's newsletter at futurearound.com. What does it take to build one of these worlds or these digital displays that appear in movies and do it in a way that feels like it could be real? I'm curious how you know how far to go and when you maybe have gone too far or how

you calibrate.

Yeah.

I mean, you'd normally get gist from the script very early on.

So with something like Guardians of the Galaxy, or maybe even Ready Player One, it's very fantastical, right? And you want people to lose themselves in that entertainment world.

So I think if you started taking yourself too seriously in that, people would get hung up on the details and you'd take them out.

So you need to play into the entertainment language.

I think it'll be a question of price point and how much you can trust it ultimately.