Disguise Receives £1.2 Million Funding for Innovative Marketing and Advertising Technologies via MAX-R Alliance with BBC

Disguise Receives £1.2 Million Funding for Innovative Marketing and Advertising Technologies

Disguise, an award-winning immersive experience company, has recently been granted £1.2 million in funding to support innovative marketing and advertising technologies through the MAX-R alliance, which includes major UK TV broadcaster BBC. This funding will help Disguise streamline productions, reduce costs, and license requirements for filmmakers, live events experts, broadcasters, and more.

The MAX-R alliance, which also includes ARRI, Improbable, Brainstorm, Foundry, FilmLight, University of Hasselt, Universitat Pompeu Fabra, CREW, and FilmAkademie Baden-Wurtumberg, aims to enable more mid-to-low budget productions to utilize XR technology for ads, marketing, corporate presentations, and shorts.

Abi Bowman, Disguise’s Chief Collaboration Officer, expressed excitement about the latest MAX-R tools, stating, “MAX-R will offer exciting new opportunities to broaden the way creators and audiences craft, present, and interact with digital realities. By offering an array of tools to streamline existing ways of working or facilitate exciting new ones, we’re making sure that the next generation of content creators have the tools they need to make the virtual world look and feel as real as the physical one.”

New developments from the MAX-R alliance include RSConnect, Depth Reprojection, OCIO, Reimaging 2.0, and Porta. RSConnect integrates live events with metaverse platforms, Depth Reprojection enhances cinematography with greater depth estimations on virtual production sets, OCIO allows users to define color spaces on virtual production sets, Reimaging 2.0 reduces downtime while configuring media servers, and Porta improves control options for on-set operators.

In addition to these technological advancements, Disguise recently acquired broadcast data and content platform Polygon Labs, known for designing real-time 3D graphics and visualizations for key events such as the US Elections, the Olympic Games, and the FIFA World Cup football tournament.

With these developments, Disguise is at the forefront of shaping virtual production technology and is dedicated to providing advanced tools for producing groundbreaking content in the industry. The company’s commitment to innovation and collaboration within the MAX-R alliance is set to revolutionize the way content creators work and interact with digital realities.