360 Video- Use Cases

360 video offers an alternative view into the every day. Where standard photos and videos are falling behind and failing to engage us, video in 360 degree is picking up and holding interest. This ability to immerse users in scenarios, perspectives and environments other than their own makes it the perfect platform to market products, advertise concepts, mould emotions and change opinions.

The best way to understand how 360 video can be used is by looking at existing examples.

Advertising is one sector taking on this type of video, following the technology trend by making a 360 video intended to be shared across all social media platforms. Musicians like Avicii and UK band Foals, the BBC, Swiss transnational food and drink company Nestle, Minecraft gaming, ITV and Disney have all filmed in 360.

Formula One, the one-seat motor racing competition that decides the world champions, have filmed a race around the track with 360 cameras. Taken from the perspective of the driver in the car, this video gives fans a view of what it is like to be a racer on the track. Although the quality is low, viewers still get a feel for the unbelievable speed driven and a sneak preview inside the cockpit.

For the Belgian music festival Tomorrowland, 360 video has proved the ideal advertising platform. As one of the most renowned electronic music festivals in the world, their eclectic visual sets and collection of chart topping DJ’s come better together. This with the extraordinary size of the festival (this year saw more than 300,000 visitors) is difficult to demonstrate in a few photos. To be able to hear the kind of music the festival offers, see the detail of the sets (with castles, woodlands, fireworks and innumerable rainbows) and still be able to ‘tour’ the locations and campsites, 360 video works perfectly.

Another sector taking on these video capabilities are the educators of the animal kingdom. Desperate to raise awareness of the dwindling numbers on living rhinos outside captivity, the Discovery page on YouTube has documented the rehabilitation of Matimba, a rhino orphaned at two weeks old. This emotive 360 video shows the male rhino found next to his mother, killed for her horn, raising awareness of poaching horrors. Discovery shows how the rhino was taken on, protected and nursed through infancy in South Africa. A positive take on a difficult story shown in 360.

For more educational use cases, look no further than our medical surgeons, who have adapted 360 video to show live footage of a laparoscopic right hemicolectomy for cancer of the colon. In non-medical terms, the removal of a cancerous tumour from a man’s bowel, shown to you as if you are the patient. It is best not to watch if you are squeamish, but is an excellent demonstration of the surgery with an informative voice overlay explaining the details for medical trainees. Thanks to this level of immersive visuals, viewing the footage in 360 degree, or even with the Virtual Reality headset Google Cardboard, is the closest a medical student can get to understanding the process, without actually being there.

Although 360 video is fairly new, it is a waiting game from now on to see whether the quality of footage can be improved in the future. Whereas linear video, particularly in film, has such remarkable abilities and visual clarity, no one knows yet whether 360 video can match it. However, if 360 video capabilities continue to improve, imagine what movies of the future will be like!

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