Berlin, January 3rd, 2024

Rocani Studio is an independent technology-driven creative studio specializing in tailored websites, immersive experiences, and digital narratives. They work with diverse clients, from leading brands to cultural institutions, to deliver innovative and customized solutions that meet their needs and goals, using cutting edge technologies and storytelling techniques.

Romano Casellini is the Founder and CEO of Rocani Studio. In an interview with TIA, Casellini described the reasons behind creating his own agency and listed the principles behind their work. He also explained what distinguishes a piece of creative work as “world-class” and how they consistently deliver such work to clients.

If someone were to visit Berlin with a focus on design and creativity, what places or events would you recommend they explore?

I highly recommend the Forward Festival, happening in late August. The event is set in beautiful historical locations featuring an impressive lineup. It’s a remarkable addition to Europe’s creative festival scene.

Berlin is also bustling with immersive media installations in urban or brutalist locations. Particularly during the darker months, Berlin naturally provides artistic escapes and portals through its vibrant club scene and art spaces.

Which neighborhood of Berlin have you chosen to reside in? Please describe it.

I live in Friedrichshain, located in the former eastern part of Berlin. It’s a charming area, conveniently near the river, with expansive parks ideal for summer swims and winter walks. After the Berlin Wall’s fall, many artists migrated from the West to the East, occupying the free spaces and boosting the area with creative energy. While the western part feels more traditional German, the eastern side, where Friedrichshain lies, retains a free-spirited, multicultural ambience. I absolutely love it here.

For those who aren’t familiar with your career, can you provide an overview?

My journey began with an early fascination for computers, gaming and graphic design. I started coding two decades ago and coded Flash Campaign Games for a renowned small agency in Switzerland. Fifteen years ago, I moved to Berlin and embarked on a freelance career as a Fullstack Developer and eventually founded Rocani Studio in early 2021, landing our first major client, Platoon Aviation.

What inspired you to establish Rocani Studio, and what core values or principles guide your work?

Founding Rocani Studio was a practical decision due to the overwhelming amount of work that was impossible to manage alone. However, the driving force now is the excitement of assembling a team of talents. Together, we aim to craft masterpieces that will shape the future of the internet. Our focus is on collaborative innovation and creating impactful digital experiences.

How do you approach selecting clients and projects, and what criteria do you consider when taking on new work?

Vision, trust, and financial viability. These factors are crucial for a successful partnership with us, especially in crafting unique and memorable immersive experiences. It’s a blend of aligning with our creative aspirations, ensuring mutual trust, and maintaining financial sustainability.

In your opinion, what distinguishes a piece of creative work as “world-class,” and how do you consistently deliver such work to clients?

The hallmark of world-class creative work lies in its ability to present a bespoke look and feel that resonates perfectly with the client’s identity. This requires a flexible approach, as each project demands a unique solution. For some, a simple and elegant design hits the mark, while others might need the dynamic storytelling capabilities of 3D. Our commitment to tailoring our approach to each project’s specific needs allows us to deliver exceptional work consistently.

What are the primary technologies and tools that your team relies on when developing immersive experiences, and how do they contribute to the creative process?

Our team predominantly utilises web technologies, valuing their universal availability — anyone with internet access and adequate device performance can engage with our projects. Prototyping solutions form a significant part of our work, where mastery of these technologies is essential for success. During downtime, we also focus on advancing our in-house toolset, developing features like particle engines or interactive water planes with mouse-hover ripple effects. This ongoing development refines our skills and expands our creative possibilities.

Can you describe your workflow and the steps you take from concept development to execution?

Our process begins with conceptualisation and brainstorming, where we leverage AI to aid our creativity. Once we have our initial concepts, we dive into prototyping. Central to our immersive experiences is a specially coded engine, each tailored to fit the project’s specific mechanics. The process evolves from prototyping to building a solid foundation, facilitated by continuous collaboration among our art director, motion designer, and creative technologist. We handle all development in-house. With our studio’s growth, art direction, motion design, and 3D art are managed internally, ensuring cohesive and integrated project development.

Looking back at the studio’s recent works, which project do you feel best represents the studio’s values and strengths?

My heart beats for CLEO, our virtual dance experience. Venturing completely out of our comfort zone, we grappled with challenges but persevered to create something I deeply cherish. It bolstered my confidence and redefined the nature of projects our studio can deliver. It’s the most challenging projects that prove the most rewarding.

Rocani Studio places importance on digital narratives. How do you believe storytelling enhances the impact of immersive technology, and how does it align with the company’s values?

At Rocani Studio, storytelling is integral to the success of immersive technology. A well-crafted narrative is key to capturing and maintaining people’s attention, especially when engaging with younger audiences like Gen-Z. It’s not just about the technology but how we use it to create profound, meaningful digital experiences. This approach to storytelling aligns with our company’s values as we continuously strive to reinvent and add depth to the digital narratives we create.

To ensure that your clients understand your recommendations and that all users, including those with accessibility needs, are considered during projects, what strategies do you employ?

Addressing accessibility in our immersive experiences is challenging and, admittedly, not our primary focus. However, for more structured websites, we work with tools like Google Lighthouse to test and enhance accessibility.

When looking at the technological landscape today, what makes you think “wow”?

The prospect of fully integrating augmented reality (AR) into everyday life truly amazes me. I’m particularly excited about the moment when AR is seamlessly accessible through devices like sunglasses, windows, car windshields, and more. Shows like ‘Black Mirror’ have depicted numerous future technologies that are both thrilling and somewhat daunting. It’s a fascinating time, and I’m eager to see which direction humanity will take with these advancements.

Can you outline three of the most crucial skills any creative technologist should possess?

Firstly, being an exceptional developer is crucial. You need to have a deep understanding of coding and technical problem-solving. Secondly, possessing a keen eye for aesthetics is vital. As a creative technologist, you often find yourself resolving design challenges in real time while coding. Thirdly, adapting and thinking on your feet is essential, as it allows for seamless integration of development and design.

Outside of your professional life, what are some of your greatest passions or interests that you enjoy pursuing?

I love to work, but I also love to travel the world. Summers are spent savouring the mountains and the Mediterranean, while winters involve a two-month retreat from Berlin to warmer climates. I’m a firm believer that our experiences shape us. Immersing myself in various cultures and exploring different parts of the world has been instrumental in defining who I am today. It’s very much an immersive real-life experience itself.

From your personal standpoint, what is the greatest challenge of our time?

Balancing our interaction with technology. Specifically, the ability to disconnect from our phones and digital devices.

Can you share a little-known fact or secret talent about yourself that not many people are aware of?

I am excellent at creating delicious oven-baked treats, Whether cakes, quiches, or large meat dishes.

Thanks Romano!

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Augmented RealityCreative TechnologistImmersive experienceInteractiveStorytelling