FITC2025
Future.Innovation.Technology.Creativity
Presentedby: Date:
ArvinZohrabian&LizBrennan
TheWho,What&Why.
Whoarewe?
FITCstandsforFuture.Innovation.Technology.Creativity.Weproduceglobaleventsthat exploredesignandtech,aimingtoinspire,educate,andchallenge.Since2002,we've connectedcreative professionals incities likeToronto,Amsterdam,Tokyo,andbeyond.
Whatisitallabout?
FITCeventsfeaturecreativeandtechnicaltalks ledbyglobalexperts, oftenacross multipletracks tailoredtodifferentaudiences.They'realsoa hubfornetworking—whether duringsessions,inthe exhibitorhall,oratoureveningsocials.
WhogoestoanFITCevent?
Digitalcreatorsofallkinds—designers,developers,motionartists, andmore.Whether you'restartingoutora seasonedpro, FITCoffers technicalandinspirationalsessions for everystageofyourcareer.
AugmentedRealityfor ImmersiveExperiences
THE HIGHLIGHTS
HighTech,LowTech, NoTech(AURA)
CreativeParadoxof ArtificialIntelligence
CreativeLifeLessons andGuidingPrinciples
SpatialComputingforMarketers
AR’sBusiness Impact
Speaker:TomEmrich
Author,TheNextDimension
3reasonswe thoughtitwascool
1. ARIsPersonalbyDesign
AR(Augmented Reality)isintrinsicallypersonal.Itneeds either theuser’s faceorspaceto work, makingeveryinteractionunique.Itcreatesamore immersiveexperience for the participant.
2. ARIsAlreadyEverywhere
The use ofARis becoming more mainstreameach day.Fromthingslike AR-enabled smartphones,Snapchat andTikTok filters,tosmartglasses, MRheadsets(think Apple VisionPro or MetaQuest)to wearables.
3. GenZIsShapingtheFutureofAR
GenZ leadsARengagement –over 90%expectARinbrand experiences. As Wynford’sbusiness continues to growover the next40 years, the GenZ populationwill becomeour clients.Remaining relevantiskeyto growthand success.
SpatialComputingforMarketers
AR’sBusiness Impact
Speaker:TomEmrich
Author,TheNextDimension
Howisitadaptable toourindustry?
ARcanelevateagalaorfarewell dinnerintoan immersivejourneyfromsoil toplate, blending technologywith taste toamplifythe experience.Imagineafarewell dinnerat Kapama Safari LodgeinSouthAfrica…
Participantscould use AR-enabled devices to visualize the originsofeachingredient in their meal,seeing garden bedsthatcome tolife throughoverlays thatexplain cultivation techniques, sustainabilityefforts, andseasonal harvestingtimelines.Imaginescanning adish withatabletand watchingashortARvignette of how the free-rangepoultrywas raised or howherbs werehand-pickedfromlocal indigenous plants.Orscanning abottleof wine, andARreveals avisualjourneyof its origin, showcasingthevineyard’sterrain,the winemaker’s notes.This storytellingapproach transformsdinnerinto amultisensory
experience,richwith contextand connection to the land.
At KapamaSafari Lodge, whereauthenticity and nature intertwine, ARcanfurther enhance thelodge’s conservation-driven ethos.
Participantscould virtually“meet”thelocal farmersand gathererswhocontributeto each meal,learningabout traditional South African agriculture andits relationshipwith the region’s biodiversity. For thoseseeking meaning andmemory,this deepengagement fostersasenseofplaceand purpose, making themeal notjust delicious but educational and inspiring.The result: adining experience that feels exclusive,unforgettable, andaligned with thevalues of eco-consciousluxury.
ARFarmtoTableDinner
ExampleSteps.docx
ImmersiveExperiences
High Tech,Low Tech,NoTech
Speaker:KatrinaLat
TorontoCurator,NoProscenium
3reasonswe thoughtitwascool
1. Technologyalonedoesn’t makeagreatimmersive experience.
Thoughtful design, world-building, and emotional impact do.The ideathatimmersive isall aboutflashytechor décorisfalse. It’sabout turning observersinto participants.
2. AURAFrameworkisidealforsuccess.
A–Agency/Freedomto move,shape outcomes, andinfluenceemotionalimpact.
U–Universe/Believability, depth, andconsistencyofthe world andits logic.
R
–Resonance/Howdeeplythe experiencelingers,emotionally,intellectually, orpersonally
A–Artistry/The originalityand executionof theconcept, not aboutbudget,butcraft
AURA≠howfancyyour hardware is, it’sabout how well theexperience is designed andfelt.
MoreTech doesnot= betterimmersion.
3. High-tech showscan beeitherincredibleorforgettable,techisariskmultiplier,notaguarantee.
• Mediumand low-tech experiences oftenscorehighest onAURA, especiallyin resonance andagency.
• Even “no-tech”showscanbeincrediblypowerful, especiallywhenthey removedistractions(likeyourphone)and focus onconnection.
ImmersiveExperiences
High Tech,Low Tech,NoTech
Speaker:KatrinaLat
TorontoCurator,NoProscenium
Howisitadaptable toourindustry?
HIGHTECH:
• Projectionmapping décor insideaballroomfor businesssession or galacombined withlive performances
• Remo.co isavirtual eventplatformthatenables interactive, table-based networking and immersive online experiences designed tomimicreal-life gatherings.
MEDIUM-LOWTECH:
• E-booksordigital magazineswithsimple hyperlinksor videoclips
• Cvent onsitename badgescanning
• Digitalsignage
NOTECH:
• Wynford’s2025 summer AGM.Thiswas agreatexampleof focusing onconnection and not getting caughtup withloads oftechnology.No visibletech.
LessA,MoreI
Navigating theCreativeParadoxofArtificial Intelligence
Speaker:JasonTheodor
3
reasonswe thoughtitwascool
1. Realandraw discussion exploringthetension betweenautomation andhuman agency in thecreativeprocess
• AIoffers“easybuttons”for generatingideas and executing them.
• But true creativityinvolves effort, transformation, vulnerability,and agency.
• The more wedelegatecreativitytomachines,themorewerisklosing apartof our humanity.
“AIisanocean ofallhumanknowledge, but not evenadrop of humanexperience”
2. TheCreator’sJourney(basedonJoseph Campbell’sHero’sJourney)
• Inspiration(theIdeal):Youbeginwithanideafull of potential.
• Descent:Youfacestruggleand resistance tryingto manifestit.
• Transformation: Throughsustained effort,theideaevolves,oftenchangingform.
• Emergence (theReal):Youcreate somethingtangible andmeaningful.
3. TheAll-DayBreakfastProject
• A personal creativeexperiment:10ideas everyday.
• Becamealivingcreativejournalspanning years, gaps,and breakdowns.
• Exploresresilience,evolvingmedia(text,drawings,AIart),and self-acceptance.
“Creationisaloopbetweenthe idealand thereal.Andthegrindlives in between.”
TheCreator’sJourneybyJasonTheodor
LessA,MoreI
Navigating theCreativeParadoxofArtificial Intelligence
Speaker:JasonTheodor CreativeConsultant,MoreBetterDifferent.org
How
isitadaptable toourindustry?
The Creator’s Journeywas apowerful reminderofhowwe all face struggles—personallyor professionally.That space betweenCreationand Transformationcanfeeloverwhelming, buthowwe risefromitis what trulydefines us.
We learnedafewthingsfromthis sessionthat all ofusatWynford couldbenefitfrom.
AIcan:
• Reflectus (likeSpotifyWrapped orNarcissus’mirror)
• Besycophantic(telling us whatwewanttohear)
• Remove struggle(but also growth)
WelearnedweshouldavoidlettingAIbecomeareplacementforeffortin creativity.
• Pressingthe“hard button”leads to growth.
• Break yourownrules tokeep momentum.
• “Done is betterthanperfect.”
• Reuse,remix,revisitold work.Itevolves with you.
• Haiku andblack-and-white photographyarecheat codes.
Creativityis messy, human, andtransformational. AIcanassist but should notreplacethe discomfort anddiscoverythatmake artand designreal.
ThisOneGoestoEleven
From
Uranusto Illuminarium:DesigningWithoutLimits
Speaker:EmilyOberman
Partner& Designer,Pentagram
3reasonswe thoughtitwascool
1. CreativeLifeLessons:TheWayYou DoAnythingIs theWayYou DoEverything:
• Embraceweirdness,passion, and collaboration, especiallywhenthework is hard. Whether designingalogoforalemonadestandor building a$16Kimmersive experience, the energy, creativityand obsessionyou bring to creative work shouldalwaysgoto 11.
• Lovethecontent...or find areasontocareabout it.
• Think beyond thebox (and screens).
• Collaborate deeply. Thebest workcomesfrom trusting yourteam,pushing ideastogether, and asking“what do youthink?”
• Beopen totechnology.
• Youdon’t alwaysgetadreamproject.Butyoucan find somethingto loveinsideanybrief.
2. KnowyourClientand Shoot yourShot.
• MTV Productions –storyofa6-personteamwho wonapitchagainstmuchlargeragencies for the MTV Productions logoanimation.Pitched withsix hand-labelled sheets ofpaper,including the winningconcept called “Uranus” –acheekynod to MTV’sirreverence.
3. Intriguinguseof ProjectionMapping,AI, andThematicChapters
• AmplifiedVegas Exhibit:ARock ‘nRollImmersive Experience–storyofayear-and-a-half-long collaborationwithRolling Stone Magazine to createan exhibitshowcasing the 50thanniversaryof Rolling Stone Magazine, at TheIlluminariuminLasVegas.
• Rules:notimelines,no historylesson–juststories,music,photography, and feelings.
• Howtheydidit:Eightthematicchapterslike:
o Anticipation(show posters+subwaywalls)
o The Band(each instrumentintroduced musicallyviaKingCrimson)
o The Studio(artistscollaborating in projectedstudio space)
o Hair(AIgenerated high schoolportraits→liberation viarock)
o Messages(social justice-themed lyricvideos oncivil rights, LGBTQ+,environment, and more)
ThisOneGoestoEleven
From Uranusto Illuminarium:DesigningWithoutLimits
Speaker:EmilyOberman
Partner& Designer,Pentagram
Howisitadaptable toourindustry?
Whileweoften get todiveinto excitingcreativework,we also tacklemoreroutinetasks—likename badgesand menus.Butwhenweembracethe ideathat how youdoanything is how youdo everything, eventhesimplest projects canbecomeopportunitiesforcreativityandcare.
We haveanexciting opportunitytocreatesomething magical for Wynford’s40th anniversarytaking placeinJune2026. Taking apage out ofPentagram’s playbook, Ihavecreatedacreativeproposal forWynford’s40th anniversary.This couldtakeplaceas part ofWynford’s AGM in June2026.It is a greatopportunitytonetwork with employees,clients and supplier partners.Likewhatwehave done inthe past withtheJAMparties.
Wynford40thAnniversary
Immersive ExperienceProposal.docx
