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Ronen Tanchum brought on to run The Artery’s new AR/VR division

New York City’s The Artery has named Ronen Tanchum head of its newly launched virtual reality/augmented reality division. He will serve as creative director/technical director.

Tanchum has a rich VFX background, having produced complex effects set-ups and overseen digital tools development for feature films including Deadpool, Transformers, The Amazing Spiderman, Happy Feet 2, Teenage Mutant Ninja Turtles and The Wolverine. He is also the creator of the original VR film When We Land: Young Yosef. His work on The Future of Music — a 360-degree virtual experience from director Greg Barth and Phenomena Labs, which immerses the viewer in a surrealist musical space — won the DA&D Silver Award in the “Best Branded Content” category in 2016.

“VR today stands at just the tip of the iceberg,” says Tanchum. “Before VR came along, we were just observers and controlled our worlds through a mouse and a keyboard. Through the VR medium, humans become active participants in the virtual world — we get to step into our own imaginations with a direct link to our brains for the first time, experiencing the first impressions of a virtual world. As creators, VR offers us a very powerful tool by which to present a unique new experience.”

Tanchum says the first thing he asks a potential new VR client is, ‘Why VR? What is the role of VR in your story? “Coming from our long experiences in the CG world by working on highly demanding creative visual projects, we at The Artery have evolved our collective knowledge and developed a strong pipeline into this new VR platform,” he explains, adding that The Artery’s new division is currently gearing up for a big VR project for a major brand. “We are using it to its fullest to tell stories. We inform our clients that VR shouldn’t be created just because it’s ‘cool.’ The new VR platform should be used to play an integral part of the storyline itself — a well crafted VR experience should embellish and complement the story.”

 


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