Posted on November 21, 2018

Video is such an intrinsic part of our service offering here at Lobster Pictures. We have a truly dedicated Production Department who are always looking for creative, innovative ways to showcase our clients' construction projects in the finished films we create. But how might the future look for video? What will advances in technology bring to this already fast-progressing medium? 

Whilst we’ve no crystal ball, we feel we've got a pretty good understanding of the trends which may become increasingly commonplace. Here, we share our thoughts, and cover some technologies you may wish to consider if you are commissioning or producing your own video content in the future.



The devices on which we choose to consume and experience video content have been changing for a number of years. It’s not just cinema screens or TVs anymore - but increasingly on laptops, tablets and mobile phones. We recently exhibited at Digital Construction Week (DCW) - which is one of the leading construction technology shows held in the UK - to showcase our BIM Integration with Lobster Vision. Common themes at the show were Virtual, Augmented and Mixed Reality, with many stands showcasing the next stage of development, as these technologies move from a design tool into the realms of building construction, operation and even training and education. Whilst some research suggests that the VR market is developing at a slower than expected rate, certainly some methods of showcasing content in a more immersive, interactive way are likely to become more commonplace in the future, especially in the home with devices such as the Oculus Go

Many exhibitors at DCW included VR Headsets, Augmented Reality screens connected to mobile devices, or interactive displays to showcase their services in a more immersive way. Taking the technology further still, for some companies, the immersive technology itself is the service, such as the impressive 360° visualisation domes showcased by Igloo Vision. Igloo design and develop 360° projection domes, projection cylinders, and all of the enabling technologies, aiding project visualisation and bringing design and engineering concepts to life.

image courtesy of Igloo Vision.

Image courtesy of Digital Construction Week and Nick Watts Design

Image courtesy of Digital Construction Week and Nick Watts Design


"The emergence of Augmented, Virtual, and Mixed Reality has revolutionised communication in the built environment, not just in terms of design, but also the way we construct and manage our built assets.

In recent years adoption of these technologies have accelerated rapidly, seeing them become a valuable tool for professionals in the built environment. 

We’re now truly beginning to recognise the power of these innovative new methods of visualisation and the opportunities they represent, including optioning at design stage, health and safety training, site management, stakeholder communications and project collaboration."

Digital Construction Week, 2018


These technologies further open up numerous possibilities to tell stories in a more multi-sensory way. Action is captured on a full 360° rig and once processed, allows those wearing headsets to 'look around' the video and feel part of the space, almost game-ifying the content.



Interactive video platforms can enable multiple narratives, of which content creators can manipulate the outcome, much like writers do with films or books. Think dual or triple thread stories, that can have different endings depending on what the viewer chooses. The eagerly awaited Black Mirror Series 5 is due to have an interactive element, and whilst this isn’t exactly new territory for Netflix (it has already experimented with the form with its 'Puss in Book' special) Black Mirror seems a great choice to push this technology further.

We envisage more companies and brands moving towards interactivity, using video platforms that enable you to click on a link to purchase the product you see within the video, such as the Ted Baker Christmas advert below. 


YouTube already has the interactive ‘click the link’ buttons enabled to take viewers to external sites, but doesn’t yet allow you to change the narrative of the video you are watching. Some interactive video platforms exist as standalone sites or services, but the likes of YouTube and Vimeo will likely start to implement the technology, opening it up to a wider user base that might not use a less well known platform.

We've all likely already experienced the adverts on a phone or computer where the voiceover addresses us directly - calling out our own name to slightly unnerving effect. Techlash dependent, we may further see big data influencing our video advertising, pulling through personalisation, and targeting interests to truly hone advertising based on the viewer's preferences. 



Recent stats have revealed over half of video content is viewed on a mobile. Whilst this statistic seems to require context, what is certain is that mobile devices and social video content go hand-in-hand. We firmly believe this combination is likely to continue being one of the most popular ways to consume shortform video for the foreseeable future.

Purist film-lovers may detest it, but vertical - or portrait - video will likely continue to crop up (pun intended). Instagram TV and Snapchat use a 9x16 portrait video format, rather than the typically adopted 16x9 landscape format.

When producing campaigns that span TV and mobile, filmmakers are having to film on ultra high 8K resolution cameras, framing wide so that they can crop the subject in a vertical frame, but still offer a 16x9 aspect ratio, to enable them to use the same content elsewhere on YouTube and Vimeo.



Long past are times when holograms were consigned to little stickers of dinosaurs, that only appeared to move when you flicked their position in the light. Euclideon Holographics claim to have created the first 'hologram table' - the likes of which were only previously seen in Sci-Fi movies - and sadly deceased celebrities have continued to tour the world in hologram form.

RED - the manufacturer of high end cinema cameras - have been trying to develop one of the first holographic mobile phone displays, the Hydrogen One. Unfortunately however, recent reviews haven’t been great. Eventually, once holographic content is truly achieved, we can envisage watching a video on your mobile and then being able to place your device down on a flat surface, for the holographic content be projected up, so that you can further immerse yourself in the content you are watching. 


Below are some further examples you might like to check out:

360° video - Dive into the deep ocean

2D interactive video - Virtual art sessions


Want to chat about video?

We'd love to hear from you! Check out our Media Production here, watch our showreels here.