Games for Change Tallies International Impact of VR Doc ‘On the Morning You Wake’

variety.com:

Ben Croll The ongoing and ever-growing need to connect accomplished artistic works with sophisticated viewers has given rise to a new and altogether idiosyncratic new post within the XR ecosystem – the impact producer.

Rather than chase after indiscriminate revenue, the impact producer focuses on audience returns; rather than aiming for the largest possible public, the impact producer targets the right one. “An impact producer is more focused on a mobilization strategy, which works in tandem with a distribution,” says creative strategist (and impact producer) Michaela Ternasky-Holland. ”We’re driven by our specific, targeted audience,” she continues. “Are we trying to reach the university students, politicians, or grassroots activists?

Are we trying to [encourage] a policy decision, are we trying to mobilize around an event and raise awareness about an issue?

And because we hold this mobilization strategy, we also [oversee] the digital experience of the project.” An XR specialist for the non-profit Games for Change, Ternasky-Holland was on-hand at this year’s NewImages Festival to preview a white paper outlining her organization’s campaign for the immersive doc “On the Morning You Wake (to the End of the World).” Engaging thoughtfully with our the ever-present nuclear threat, the VR title played both the A-list festival circuit while following a more uncommon, simultaneous circuit at the Nobel Peace Center, the United Nations in New York and Vienna, and a number of universities and think-tanks.