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A New Dimension for XR

XR content pioneers Hammerhead is merging with its volumetric capture studios under the Dimension brand.

Dimension was launched by Hammerhead in 2017 as a state-of-the-art volumetric capture and digital humans studio in partnership with Digital Catapult and Microsoft

When Hammerhead first opened its doors back in 2014, it was one of the very first pure-play immersive content studios. It quickly made a name for itself in the fast-developing XR space, becoming known for high-quality real-time productions.

Landmark launches included Britannia VR, Virtual Vikings, ABE, Syren and Feel Wimbledon featuring Andy Murray and the re-creation of Wimbledon in UE4 as well as a hugely ambitious immersive production of H. G. Wells’ War of the Worlds.

Dimension was subsequently launched by Hammerhead in 2017 as a state-of-the-art volumetric capture and digital humans studio in partnership with Digital Catapult and Microsoft. Since then it has grown to four studios, including two mobile film stages operating internationally, pioneering volumetric capture and the production of advanced digital humans for ever more realistic and emotive virtual experiences. With its state-of-the-art 106 camera stage, groundbreaking productions include Madonna’s hologram performance at the 2019 Billboard Music Awards, Sky Sports revolutionary ‘Sky Scope’ at The Open golf championship, and more recently London Fashion Week with Three and supermodel Adwoa Aboah.

When Hammerhead first opened its doors back in 2014, it was one of the very first pure-play immersive content studios

TECH TRENDS XR Volumetric Capture Hammerhead Dimension Studios

Under the Dimension brand, the studio, currently based in London and Newcastle, will continue to focus on creating advanced digital humans and real-time XR content

Today the company announced that the Immersive content studio Hammerhead and its volumetric capture studio, Dimension, are to be combined under the Dimension brand, in a move that further advances the company’s volumetric and XR production ambitions.

We’ve decided the time is right to focus everything under Dimension

“Our studios have always collaborated on productions and have a great shared culture but are increasingly being engaged end-to-end on immersive and location-based entertainment productions as one team. In recognition of this and our roadmap for the next generation of volumetric and XR content, we’ve decided the time is right to focus everything under Dimension,” explained Simon Windsor, Co-Founder and Joint Managing Director of Dimension. “Future products and productions launched will be Dimension.”

TECH TRENDS XR Volumetric Capture Hammerhead Dimension Studios

The combination of real-time immersive production capabilities and volumetric performance capture operations under the single banner of Dimension signals the maturing of this sector

Under the Dimension brand, the studio, currently based in London and Newcastle, will continue to focus on creating advanced digital humans, real-time XR content, and servicing the needs of companies utilising virtual production.

“Three years ago, as part of our ongoing strategy to help boost the UK’s immersive content creation sector, Digital Catapult launched Dimension with Hammerhead VR as the first commercial volumetric capture studio in Europe, collaborating closely with Microsoft’s mixed reality studio,” explains Digital Catapult CEO Jeremy Silver.

Today, he added, the combination of real-time immersive production capabilities and volumetric performance capture operations under the single banner of Dimension signals the maturing of this sector.

“We continue to be excited by how this story is developing and how immersive mixed reality technologies are paving the way for future formats and experiences as well as extending what is possible in current mass-market film and tv formats, delivering increased flexibility, time savings and increases in quality,” Silver concludes.

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Alice Bonasio is a XR and Digital Transformation Consultant and Tech Trends’ Editor in Chief. She also regularly writes for Fast Company, Ars Technica, Quartz, Wired and others. Connect with her on LinkedIn and follow @alicebonasio on Twitter.

TECH TRENDS XR Volumetric Capture Hammerhead Dimension Studios

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