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Democratizing Fan Experience Through Live Virtual Reality | Jamil El-Imad | TEDxLugano


[Music]

[Music] my love for computer science started in

my love for computer science started in

my love for computer science started in the late 60s in high school that was

the late 60s in high school that was

the late 60s in high school that was what I was introduced to binary by my

what I was introduced to binary by my

what I was introduced to binary by my maths teacher ever since then I have

maths teacher ever since then I have

maths teacher ever since then I have been fascinated by what we can do with

been fascinated by what we can do with

been fascinated by what we can do with zeros and ones I was fortunate to have

zeros and ones I was fortunate to have

zeros and ones I was fortunate to have found my passion that early and also my

found my passion that early and also my

found my passion that early and also my future profession even though it was

future profession even though it was

future profession even though it was years later when I moved to the UK that

years later when I moved to the UK that

years later when I moved to the UK that I saw my first computer in the early

I saw my first computer in the early

I saw my first computer in the early seventies the picture I’m showing you up

seventies the picture I’m showing you up

seventies the picture I’m showing you up there was taken in 1967 I was 14 years

there was taken in 1967 I was 14 years

there was taken in 1967 I was 14 years old I was presenting a binary calculator

old I was presenting a binary calculator

old I was presenting a binary calculator that was made out of wood and wire and

that was made out of wood and wire and

that was made out of wood and wire and 3d graphical shapes you see in a circle

3d graphical shapes you see in a circle

3d graphical shapes you see in a circle and a science exhibition on school and

and a science exhibition on school and

and a science exhibition on school and that’s my maths teacher on the side I

that’s my maths teacher on the side I

that’s my maths teacher on the side I tell you the feeling and passion and

tell you the feeling and passion and

tell you the feeling and passion and excitement I felt building these objects

excitement I felt building these objects

excitement I felt building these objects has remained with me with every

has remained with me with every

has remained with me with every technology project I have built since

technology project I have built since

technology project I have built since then including the one I’m gonna be

then including the one I’m gonna be

then including the one I’m gonna be talking to you about today now in my

talking to you about today now in my

talking to you about today now in my working life there was never a dull

working life there was never a dull

working life there was never a dull moment every day was different and every

moment every day was different and every

moment every day was different and every year was different I worked with tools

year was different I worked with tools

year was different I worked with tools that are constantly changing to solve

that are constantly changing to solve

that are constantly changing to solve problems that are constantly changing it

problems that are constantly changing it

problems that are constantly changing it was a lot of excitement in the last

was a lot of excitement in the last

was a lot of excitement in the last decade or so I decided to focus my

decade or so I decided to focus my

decade or so I decided to focus my science work on disruptive technology

science work on disruptive technology

science work on disruptive technology projects so I took interest quite quite

projects so I took interest quite quite

projects so I took interest quite quite a number of the new edge technologies

a number of the new edge technologies

a number of the new edge technologies that are coming about and started to

that are coming about and started to

that are coming about and started to work on them and the project that I’m

work on them and the project that I’m

work on them and the project that I’m going to be talking to you about now is

going to be talking to you about now is

going to be talking to you about now is probably the most exciting I have ever

probably the most exciting I have ever

probably the most exciting I have ever worked on and it’s to do with media and

worked on and it’s to do with media and

worked on and it’s to do with media and life events so

life events so

life events so what is the problem we trying to solve

what is the problem we trying to solve

what is the problem we trying to solve if you think 99% of all fans all more

if you think 99% of all fans all more

if you think 99% of all fans all more will never get a chance to see the

will never get a chance to see the

will never get a chance to see the heroes or attend the live event and the

heroes or attend the live event and the

heroes or attend the live event and the reasons are many logistical reasons

reasons are many logistical reasons

reasons are many logistical reasons travel cost exactly even when they do

travel cost exactly even when they do

travel cost exactly even when they do more stars will never get the best seats

more stars will never get the best seats

more stars will never get the best seats in the area the good seats are often

in the area the good seats are often

in the area the good seats are often reserved for VIP and corporate clients

reserved for VIP and corporate clients

reserved for VIP and corporate clients so it was against this background back

so it was against this background back

so it was against this background back in 2008 I was working on a project to

in 2008 I was working on a project to

in 2008 I was working on a project to provide capacity for the Principality of

provide capacity for the Principality of

provide capacity for the Principality of Monaco and it was a virtual tourism

Monaco and it was a virtual tourism

Monaco and it was a virtual tourism project we presented the design and the

project we presented the design and the

project we presented the design and the model in Monaco and we were creating a

model in Monaco and we were creating a

model in Monaco and we were creating a matter were smaller remember that was

matter were smaller remember that was

matter were smaller remember that was back in 2008 virtual tourism was not yet

back in 2008 virtual tourism was not yet

back in 2008 virtual tourism was not yet be matched and everybody liked it when

be matched and everybody liked it when

be matched and everybody liked it when we presented it in Monaco including

we presented it in Monaco including

we presented it in Monaco including Prince Albert who attended the problem

Prince Albert who attended the problem

Prince Albert who attended the problem we faced the crash of 2008 prevented us

we faced the crash of 2008 prevented us

we faced the crash of 2008 prevented us from taking the project forward and

from taking the project forward and

from taking the project forward and raise the funding we needed also for VC

raise the funding we needed also for VC

raise the funding we needed also for VC virtual tourism then was not a great

virtual tourism then was not a great

virtual tourism then was not a great idea so I came back disappointed and not

idea so I came back disappointed and not

idea so I came back disappointed and not being able to take it forward and our

being able to take it forward and our

being able to take it forward and our city having a good old chat with a very

city having a good old chat with a very

city having a good old chat with a very good friend and a colleague of mine he

good friend and a colleague of mine he

good friend and a colleague of mine he sued me and we are talking about this

sued me and we are talking about this

sued me and we are talking about this very issue mobility and technology and

very issue mobility and technology and

very issue mobility and technology and we came up with a really crazy idea and

we came up with a really crazy idea and

we came up with a really crazy idea and because the idea is that we wanted to

because the idea is that we wanted to

because the idea is that we wanted to bring fans the live event to them

bring fans the live event to them

bring fans the live event to them instead of them going to to the event

instead of them going to to the event

instead of them going to to the event any life event not just any life event

any life event not just any life event

any life event not just any life event so we talked about it for Alice second

so we talked about it for Alice second

so we talked about it for Alice second day the same weeks later we’re still

day the same weeks later we’re still

day the same weeks later we’re still talking about it and still made sense

talking about it and still made sense

talking about it and still made sense I thought let’s give it a shot so I

I thought let’s give it a shot so I

I thought let’s give it a shot so I looked at the resources we needed and

looked at the resources we needed and

looked at the resources we needed and prepared ourselves and looked forward

prepared ourselves and looked forward

prepared ourselves and looked forward looked at looked for some funding that

looked at looked for some funding that

looked at looked for some funding that we need and two of my good friends a

we need and two of my good friends a

we need and two of my good friends a businessman an attack and media

businessman an attack and media

businessman an attack and media entrepreneur when I presented them with

entrepreneur when I presented them with

entrepreneur when I presented them with this model they really loved it and they

this model they really loved it and they

this model they really loved it and they gave us a go-ahead to start work so it

gave us a go-ahead to start work so it

gave us a go-ahead to start work so it was great to see this project started to

was great to see this project started to

was great to see this project started to move forward what is the idea we wanted

move forward what is the idea we wanted

move forward what is the idea we wanted in a nutshell to take all the active

in a nutshell to take all the active

in a nutshell to take all the active elements of an event that is taking

elements of an event that is taking

elements of an event that is taking place and transpose it in real time to a

place and transpose it in real time to a

place and transpose it in real time to a platform whereby people can step in and

platform whereby people can step in and

platform whereby people can step in and feel the sense of presence in that event

feel the sense of presence in that event

feel the sense of presence in that event so we wanted to capture all the

so we wanted to capture all the

so we wanted to capture all the telemetry and motion of an event that is

telemetry and motion of an event that is

telemetry and motion of an event that is taking place and place it in a virtual

taking place and place it in a virtual

taking place and place it in a virtual simulator and then bring the fans in to

simulator and then bring the fans in to

simulator and then bring the fans in to experience so we started a project where

experience so we started a project where

experience so we started a project where it’s very excited and very soon we hit a

it’s very excited and very soon we hit a

it’s very excited and very soon we hit a few obstacles first of all the trackers

few obstacles first of all the trackers

few obstacles first of all the trackers were the size of a brick I couldn’t find

were the size of a brick I couldn’t find

were the size of a brick I couldn’t find a tracker so I found a brick from back

a tracker so I found a brick from back

a tracker so I found a brick from back there so they were they were used for

there so they were they were used for

there so they were they were used for cows and horses that we couldn’t get any

cows and horses that we couldn’t get any

cows and horses that we couldn’t get any any sensible trackers to work with

any sensible trackers to work with

any sensible trackers to work with equally the graphic costs at that time

equally the graphic costs at that time

equally the graphic costs at that time were quite not as powerful as today and

were quite not as powerful as today and

were quite not as powerful as today and neither was the networks that we needed

neither was the networks that we needed

neither was the networks that we needed to bring all that data and get it all

to bring all that data and get it all

to bring all that data and get it all working we were facing challenges right

working we were facing challenges right

working we were facing challenges right left and center but what what we did we

left and center but what what we did we

left and center but what what we did we decided to tackle the things we can do

decided to tackle the things we can do

decided to tackle the things we can do and leave the things we cannot do we

and leave the things we cannot do we

and leave the things we cannot do we split the tasks issues continued working

split the tasks issues continued working

split the tasks issues continued working on the design and I decided to take

on the design and I decided to take

on the design and I decided to take myself and learn some brain science

myself and learn some brain science

myself and learn some brain science given the fact that we are trying to

given the fact that we are trying to

given the fact that we are trying to bring in a new experience and a greater

bring in a new experience and a greater

bring in a new experience and a greater feeling of presence so I turned to brain

feeling of presence so I turned to brain

feeling of presence so I turned to brain science and I joined a brilliant team

science and I joined a brilliant team

science and I joined a brilliant team led by Professor Chris Umezu at

led by Professor Chris Umezu at

led by Professor Chris Umezu at in college well I learned about playing

in college well I learned about playing

in college well I learned about playing computer interfaces and neuroscience it

computer interfaces and neuroscience it

computer interfaces and neuroscience it was an amazing experience at the same

was an amazing experience at the same

was an amazing experience at the same time I was working with Professor Olaf

time I was working with Professor Olaf

time I was working with Professor Olaf Blanke or the brilliant project that he

Blanke or the brilliant project that he

Blanke or the brilliant project that he created which is a reality substitution

created which is a reality substitution

created which is a reality substitution machine and the idea is where you can we

machine and the idea is where you can we

machine and the idea is where you can we can create an environment to replace

can create an environment to replace

can create an environment to replace your existing reality with full

your existing reality with full

your existing reality with full embodiment so we worked with Olaf on

embodiment so we worked with Olaf on

embodiment so we worked with Olaf on this project it was very exciting

this project it was very exciting

this project it was very exciting we built the machine in fact it received

we built the machine in fact it received

we built the machine in fact it received a lot of media coverage here in

a lot of media coverage here in

a lot of media coverage here in Switzerland and it was presented to

Switzerland and it was presented to

Switzerland and it was presented to president francois hollande during his

president francois hollande during his

president francois hollande during his official visit to Switzerland recycle we

official visit to Switzerland recycle we

official visit to Switzerland recycle we were very happy with that outcome we

were very happy with that outcome we

were very happy with that outcome we learnt a lot from it but also as a

learnt a lot from it but also as a

learnt a lot from it but also as a spin-off from this work we created a new

spin-off from this work we created a new

spin-off from this work we created a new project which is the dream machine it’s

project which is the dream machine it’s

project which is the dream machine it’s being demoed on the first floor for

being demoed on the first floor for

being demoed on the first floor for mindfulness training and relaxation

mindfulness training and relaxation

mindfulness training and relaxation so all that experience we gained from

so all that experience we gained from

so all that experience we gained from brain science we took it back put it

brain science we took it back put it

brain science we took it back put it into this idea that we’re building that

into this idea that we’re building that

into this idea that we’re building that we named virtually life so virtual life

we named virtually life so virtual life

we named virtually life so virtual life we saw as a new media that sits between

we saw as a new media that sits between

we saw as a new media that sits between attending a live event and watching it

attending a live event and watching it

attending a live event and watching it on television and that media relies on

on television and that media relies on

on television and that media relies on telemetry and tracking data as its main

telemetry and tracking data as its main

telemetry and tracking data as its main source of input again just to put you in

source of input again just to put you in

source of input again just to put you in the spirit of what we are trying to do

the spirit of what we are trying to do

the spirit of what we are trying to do we take an environment and we simulate

we take an environment and we simulate

we take an environment and we simulate it we track all the motion in that

it we track all the motion in that

it we track all the motion in that environment then because of all the data

environment then because of all the data

environment then because of all the data errors and data losses that you get from

errors and data losses that you get from

errors and data losses that you get from the various transmissions we have to

the various transmissions we have to

the various transmissions we have to write the addictive and and the

write the addictive and and the

write the addictive and and the collective logics to fix that data and

collective logics to fix that data and

collective logics to fix that data and synchronizes so it all flows and

synchronizes so it all flows and

synchronizes so it all flows and incidentally the data we’re talking

incidentally the data we’re talking

incidentally the data we’re talking about including weather so it’s not only

about including weather so it’s not only

about including weather so it’s not only what what is happening in that venue or

what what is happening in that venue or

what what is happening in that venue or that arena but also the external

that arena but also the external

that arena but also the external environment then we transpose it and we

environment then we transpose it and we

environment then we transpose it and we make it available for the immersive

make it available for the immersive

make it available for the immersive experience and not

experience and not

experience and not that we want to allow the fan to step in

that we want to allow the fan to step in

that we want to allow the fan to step in and have their friends so somebody could

and have their friends so somebody could

and have their friends so somebody could be in Switzerland another one could be

be in Switzerland another one could be

be in Switzerland another one could be New York they could be together in a new

New York they could be together in a new

New York they could be together in a new proximity all that work was on the

proximity all that work was on the

proximity all that work was on the design we couldn’t take it to test

design we couldn’t take it to test

design we couldn’t take it to test because some of the technologies we

because some of the technologies we

because some of the technologies we built some of the technologies ourselves

built some of the technologies ourselves

built some of the technologies ourselves but some of the other technologies was

but some of the other technologies was

but some of the other technologies was too much for us to do with the resources

too much for us to do with the resources

too much for us to do with the resources we had so but what we did we continue to

we had so but what we did we continue to

we had so but what we did we continue to build our retexture and build simulators

build our retexture and build simulators

build our retexture and build simulators our models in a lab we built a football

our models in a lab we built a football

our models in a lab we built a football simulator we built a motorsports

simulator we built a motorsports

simulator we built a motorsports simulator and other entertainment and

simulator and other entertainment and

simulator and other entertainment and education simulator fortunately in the

education simulator fortunately in the

education simulator fortunately in the last few years technology and we are has

last few years technology and we are has

last few years technology and we are has taken off many of the elements that we

taken off many of the elements that we

taken off many of the elements that we needed are started to become available

needed are started to become available

needed are started to become available tracking was the biggest if you think

tracking was the biggest if you think

tracking was the biggest if you think back everyone’s or every one of us is

back everyone’s or every one of us is

back everyone’s or every one of us is still act now with our mobile devices

still act now with our mobile devices

still act now with our mobile devices the Internet of Things tracking is so

the Internet of Things tracking is so

the Internet of Things tracking is so easy and so transparent so that was

easy and so transparent so that was

easy and so transparent so that was great for us and everything else

great for us and everything else

great for us and everything else cloud computing virtual reality has

cloud computing virtual reality has

cloud computing virtual reality has started to all come together and

started to all come together and

started to all come together and suddenly we found ourselves in a

suddenly we found ourselves in a

suddenly we found ourselves in a situation where hey we’ve got we’ve got

situation where hey we’ve got we’ve got

situation where hey we’ve got we’ve got everything ready the technologies are

everything ready the technologies are

everything ready the technologies are there are designers ready let’s give it

there are designers ready let’s give it

there are designers ready let’s give it a go so we needed a partner to work with

a go so we needed a partner to work with

a go so we needed a partner to work with and we part with with formula e because

and we part with with formula e because

and we part with with formula e because we saw as the DRB

we saw as the DRB

we saw as the DRB the best entry partner for us so we can

the best entry partner for us so we can

the best entry partner for us so we can learn from the experience and we can run

learn from the experience and we can run

learn from the experience and we can run some joint trials with them we had some

some joint trials with them we had some

some joint trials with them we had some amazing trials that have been taking

amazing trials that have been taking

amazing trials that have been taking place for the last year with formula e

place for the last year with formula e

place for the last year with formula e where we had captured the holidays life

where we had captured the holidays life

where we had captured the holidays life placed in a new simulator and allowed

placed in a new simulator and allowed

placed in a new simulator and allowed people to step in with their friends and

people to step in with their friends and

people to step in with their friends and see the light erase from any point of

see the light erase from any point of

see the light erase from any point of view they can even join the car so we

view they can even join the car so we

view they can even join the car so we built that and I’m proud to show you

built that and I’m proud to show you

built that and I’m proud to show you today a small video clip that courtesy

today a small video clip that courtesy

today a small video clip that courtesy of motorsport calm on the latest race

of motorsport calm on the latest race

of motorsport calm on the latest race that Formula e did in New York

hi I’m Julia PK and welcome to

hi I’m Julia PK and welcome to motorsport reports in this edition we

motorsport reports in this edition we

motorsport reports in this edition we explore formula e in virtual reality

explore formula e in virtual reality

explore formula e in virtual reality alright so you’re now in the New York

alright so you’re now in the New York

alright so you’re now in the New York City III emotion Club so pull the

City III emotion Club so pull the

City III emotion Club so pull the trigger and point at the floor and

trigger and point at the floor and

trigger and point at the floor and you’ll see a view of oh yeah when you

you’ll see a view of oh yeah when you

you’ll see a view of oh yeah when you see that logo let go and you’re gonna

see that logo let go and you’re gonna

see that logo let go and you’re gonna jump to that spot looking through the

jump to that spot looking through the

jump to that spot looking through the goggles I could see a 360 degree

goggles I could see a 360 degree

goggles I could see a 360 degree representation of the New York City III

representation of the New York City III

representation of the New York City III I could watch the life practice in a

I could watch the life practice in a

I could watch the life practice in a real-time from any corner on the track

real-time from any corner on the track

real-time from any corner on the track and this is been racing live rice is

and this is been racing live rice is

and this is been racing live rice is done racing live yes so if watching a

done racing live yes so if watching a

done racing live yes so if watching a race in a virtual reality from any

race in a virtual reality from any

race in a virtual reality from any corner wasn’t good enough with the click

corner wasn’t good enough with the click

corner wasn’t good enough with the click of the trigger I was transported into

of the trigger I was transported into

of the trigger I was transported into the cockpit of Nelson Piquet juniors

the cockpit of Nelson Piquet juniors

the cockpit of Nelson Piquet juniors Formula e car and I’m gonna lower you

Formula e car and I’m gonna lower you

Formula e car and I’m gonna lower you down so you didn’t get a really

down so you didn’t get a really

down so you didn’t get a really immersive perspective and what it’s like

immersive perspective and what it’s like

immersive perspective and what it’s like to sit in the cockpit okay enough of

to sit in the cockpit okay enough of

to sit in the cockpit okay enough of this ride-along I wanted to drive you’re

this ride-along I wanted to drive you’re

this ride-along I wanted to drive you’re gonna pretend like you have a driver

gonna pretend like you have a driver

gonna pretend like you have a driver suing really okay

suing really okay

suing really okay holding the controllers level and when

holding the controllers level and when

holding the controllers level and when you want to turn the wheels right you

you want to turn the wheels right you

you want to turn the wheels right you simply turn the wheels right so there I

simply turn the wheels right so there I

simply turn the wheels right so there I was on the track virtually at a Formula

was on the track virtually at a Formula

was on the track virtually at a Formula e race this is a hairpin three break

e race this is a hairpin three break

e race this is a hairpin three break that was actually great well done the

that was actually great well done the

that was actually great well done the new technology is intended to supplement

new technology is intended to supplement

new technology is intended to supplement the viewing experience for each race

the viewing experience for each race

the viewing experience for each race event in Formula e you will also be able

event in Formula e you will also be able

event in Formula e you will also be able to explore the track live or watch the

to explore the track live or watch the

to explore the track live or watch the race later breakheart walk up you’re

race later breakheart walk up you’re

race later breakheart walk up you’re actually really good virtually live they

actually really good virtually live they

actually really good virtually live they viewed its technology live on Facebook

viewed its technology live on Facebook

viewed its technology live on Facebook and periscope earlier this year the

and periscope earlier this year the

and periscope earlier this year the company hopes to get the passion and

company hopes to get the passion and

company hopes to get the passion and excitement of the series to a new

excitement of the series to a new

excitement of the series to a new generation of potential electric racing

generation of potential electric racing

generation of potential electric racing fans

fans

fans that’s it for today’s Motorsports I’m

that’s it for today’s Motorsports I’m

that’s it for today’s Motorsports I’m Julia PK and thanks for watching

Julia PK and thanks for watching

Julia PK and thanks for watching [Music]

[Music]

[Music] thank you so much I tell you it was

thank you so much I tell you it was

thank you so much I tell you it was great to see it working what we’re doing

great to see it working what we’re doing

great to see it working what we’re doing now we’re working on the motorsport

now we’re working on the motorsport

now we’re working on the motorsport platform and we continue to make the

platform and we continue to make the

platform and we continue to make the enhancements we need but also we’re

enhancements we need but also we’re

enhancements we need but also we’re working on other sport and entertainment

working on other sport and entertainment

working on other sport and entertainment experience so stay tuned there’s one

experience so stay tuned there’s one

experience so stay tuned there’s one confusion now what we are coming up

confusion now what we are coming up

confusion now what we are coming up which is a lot of people confuse using

which is a lot of people confuse using

which is a lot of people confuse using the art with 360 video 360 video is 360

the art with 360 video 360 video is 360

the art with 360 video 360 video is 360 video it’s not to virtual reality

video it’s not to virtual reality

video it’s not to virtual reality virtual live media is to virtual reality

virtual live media is to virtual reality

virtual live media is to virtual reality where you can step in and and move about

where you can step in and and move about

where you can step in and and move about you are not stuck to one position as as

you are not stuck to one position as as

you are not stuck to one position as as is the case a friend of mine described

is the case a friend of mine described

is the case a friend of mine described it well Bruno when he said it’s the

it well Bruno when he said it’s the

it well Bruno when he said it’s the difference between being and the

difference between being and the

difference between being and the fishtank or watching it and with virtual

fishtank or watching it and with virtual

fishtank or watching it and with virtual life use in that experience you are

life use in that experience you are

life use in that experience you are immersed in it and there’s a great sense

immersed in it and there’s a great sense

immersed in it and there’s a great sense of presence and you get the feeling of

of presence and you get the feeling of

of presence and you get the feeling of being my message here is if you believe

being my message here is if you believe

being my message here is if you believe in something it doesn’t matter if other

in something it doesn’t matter if other

in something it doesn’t matter if other people think you crazy don’t give up so

people think you crazy don’t give up so

people think you crazy don’t give up so thank you very much

thank you very much

thank you very much [Applause]

[Applause]

[Applause] [Music]

[Music]

[Music] you

you

you [Applause]

”

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