London, March 9th, 2023

UNIT9 is a global innovation partner with the mission of creating astounding experiences at the intersection of world-class creativity, cutting-edge technology and impeccable craftsmanship.

They are experts in artificial intelligence, augmented reality, product design, gaming, virtual reality and film, with 200 staff members distributed across five offices in nine time zones.

Based in London, Garry Williams is the Head of Business at UNIT9’s Metaverse Advisory Department. In an interview with TIA, Williams described how his love of creative technology drove him to the world of extended reality. He also explained how brands should integrate the metaverse to their business model and listed the barriers they usually face when taking their first steps.

To kick things off, what do you love the most about your city?

London offers everything you could ever want from a cultural perspective. For me, it’s all about finding beautiful independent eateries and trying them out. I’d recommend anyone looking for a standout meal in the city to try Pidgin, a neighborhood restaurant in Hackney serving a weekly changing tasting menu of stunning seasonal food, natural & biodynamic wines and great cocktails.

How did you get started in the industry?

My experience spans both the technology and creative industries. I’ve held senior positions at several post production and recording studios including renowned AIR studios where I established a branded content offering along with the regular studio services. From there, I became Commercial Director at the Hospital Club, again working with brands to capitalize on the club’s facilities including the recording studio, before a brief stint managing business development for the MOBO Awards. My love of creative technology pulled me into the world of extended reality – working at Disney-backed studio Jaunt, then REWIND, and now UNIT9 where I continue to help brands capitalize on the latest immersive tech to tell their stories in groundbreaking ways.

As a Head of M.A.D Business at UNIT9, which have been up until now the key challenges building the department?

We’re operating in an emerging and ever-evolving space, which of course has its challenges. The Metaverse is still undefined. Technically, experts can’t and don’t exist quite yet. That’s why we’ve built a team based on strengths in anthropology and design in order to gain an understanding into people themselves; focusing more on experiences and human connections that matter rather than the technology vehicles they use.

What do you want the Metaverse to be associated with?

At M.A.D, we see the Metaverse as a merging of virtual, augmented and physical reality that blurs the line between online and real-life interactions. It’s not just the latest tech trend – what’s really important is how this new age of the web can amplify human experiences.

How can brands start integrating a Metaverse strategy into a business model?

A careful plan is crucial. What we recommend for any client building their Metaverse strategy is to first develop a vision, a common language and a measure of success based on business objectives – they need to answer ‘why’ before we can get to the ‘what’. Investigation into audiences, landscape and competitors is also needed to identify and inform opportunities.

What do you view as the greatest barrier for brands to start creating new experiences of the Metaverse?

Sometimes the fear of trying something new can be the biggest challenge to overcome. Brands shouldn’t be scared – now is the time to test, learn and adapt. Not all activations require huge investment straight away, so the leap isn’t always as big as it seems. But the main thing that brands should be aware of is that rushing into this space is not the answer either. A fire and forget strategy isn’t going to cut it – careful planning and preparation is required, with a roadmap of actions developed across pre-determined and achievable timelines.

Are there any exciting projects that UNIT9 is working on that you can tell us about?

We’re working on lots of incredibly exciting projects but I can’t talk about them at the moment I’m afraid. What I can say is that we are working with some of the world’s top brands on their long-term strategic vision for the Metaverse, not just PR-grabbing one-off activations.

From your personal standpoint, how will the Metaverse reframe human-centered experiences?

I believe that any technology should enhance human connection; people care about the experiences it delivers, not the technology itself. I also believe that attention and affinity is earned, not bought. That’s why we deploy a series of intrinsic and extrinsic motivators when working on a project in order to encourage rewarding, long-lasting relationships between a brand and its audience.

What trends do you foresee in battleground to retain relevance for 2023?

The best way to remain relevant is to acknowledge, understand and react to user behavior rather than jumping on a tech trend for the sake of it. Brands need to be adapting their activities to align with what audiences want in 2023.

What do you enjoy about working in the immersive tech sector?

I love working in the immersive tech sector because every day is different. I’m presented with constant opportunities to learn. Innovation opens up new ways to make new things, and with that comes new opportunities. There’s never a dull moment at UNIT9, that’s for sure.

Do you think someone can get into the field without educational experience in a school environment?

I’d say passion is the main factor in an industry like ours. Our team is built from a range of multidisciplinary global talent, each bringing their own unique experience to the table – whether that’s educational, occupational or simply from life. We have anthropologists, architects, scientists, artists – but what they all have in common is a love for the work, and that’s what drives us to succeed.

What is the best insight you can give to young creatives aspiring to move into a career in this industry?

Use the latest tech yourself, get a feel for it. Understand the benefits and limitations. Gaining this hands-on understanding means creative boundaries can be expanded. In addition to this, aspiring creatives should focus on avenues that inspire them creatively rather than pigeon-holing themselves by what they expect will inspire others.

What are your favorite ways to decompress outside of work?

Family time is always nice, and so are Wednesday pints with my local dad mates!

Please share a fun-fact that not many people know about you

I was in a brass band between the ages of 9-18 and played in the National Brass Band Finals at The Royal Albert Hall in London. Sadly didn’t win!

Thanks Garry!

• Learn more about UNIT9 at https://www.unit9.com/
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