FITC Amsterdam 2018

2018-02-19 00:00:00 2018-02-21 00:00:00 America/Toronto FITC Amsterdam 2018 Now in its 11th year, FITC Amsterdam returns to host the groundbreaking design and tech event on the future of innovation, design and all the cool shit in between. Amsterdam FITC Amsterdam


The talk examines key questions about the use of immersive tech across industries: why does audience experience (AX) design matter? Why and how does ‘presence’ produce a distinct impact? What role does storytelling play in immersive media? Creators are adapting to a paradigm shift in storytelling. We’re moving away from author-directed stories, into the realm of world-building. Passive spectators are becoming active visitors. Linear narratives are becoming story-worlds. They’re designed for audiences to experience their own story.

The age of ‘audience experience’ brings new consideration to experience design. Creators should put themselves in their audience’s shoes, and understand how their cognitive, emotional and physical states impact the experience.

The talk explores these trends in storytelling, among others:

  1. New roles for authors in storytelling
  2. Experience and behavioural design
  3. Experience design for the body as the tech interface
  4. Lessons in world-building for designers
  5. Emerging ideas in storytelling and AX. These concepts are supported by current examples of virtual, augmented and mixed reality products and/or experiences.


Inspire audiences to think of immersive technologies (AR & VR) as tools for brands to engage people through personal and memorable experiences.

Target Audience

Professionals in marketing & communications, with a technology focus

Assumed Audience Knowledge

Clear understanding of the available immersive tech (VR/AR/MR). Unclear about how to use immersive tech effectively in marketing and communications.

Five Things Audience Members Will Learn

  1. Meaning of audience experience (AX)
  2. The behavioural impact of immersive tech
  3. The “Dos & Don’ts” of immersive storytelling
  4. Five immersive tech strategies for marketing in the age of AX
  5. Upcoming immersive tech marketing trends in 2018