Jesús Cazorla, 3D expert, explains the importance of keeping up with technology, development and techniques in an industry ‘in constant evolution’. He also highlights his passion for a profession which every day is facing new and biggest challenges.
How have technology and audiovisual content evolved in the field of events?
Technology and audiovisual content spheres are changing at maximum speed. What one day is on trend, in just a couple of months it may become even obsolete and basic. Our job is to keep constantly updated to offer an up-to-date service that requires lots of creativity, and thus be able to offer much more innovative solutions than out competitors.
Media reflecting our work are always changing too. In just 4 years our projections and video mappings have landed on canvas, irregular surfaces, high-resolution hyper-panoramic LED screens, or even double projection systems which create holographic effects.
Content has also evolved along with all these techniques and systems. From working with simple graphics that were visually consistent with the graphic image of the event, and therefore, were mere aesthetic elements, we have reached events of more than 4 hours of duration where audiovisual content is the main communication tool.
How does your profession apply to event world?
Events such as meetings, conventions or presentations are more and more incorporating the latest technologies to reinforce engagement and improve communication. These audiovisual applications not only streamline processes, boosting the corporate message and increase efficiency. But most importantly, this technology offers attendees a personalized, captivating, and emotional experience. Let’s not forget that an engaged, committed attendee is more likely to remember and reproduce or reflect on the information received at the event.
What is what you love the most in this job?
The best thing about the event and communication industry is precisely the fact that it is in constant evolution. You always need to be updated and informed about developments, techniques, aesthetics, or trends. Everything changes from one day to the next and you must always find the way to impress your clients.
Another aspect to be highlighted is that needs usually change during the pre-production, presentation, and production stages of the event. This is why all projects start with certain approach and due to technical, production, or creative reasons they evolve until they are finally delivered.
Surprise your clients in every project is both exhausting and very rewarding, only possible with a great team. I love the fact that my profession is constantly evolving and that challenges are becoming bigger and better.
Could you share your vision on the future of technology in the event and communication industry?
In recent years, the use of technology in this industry has been increasing day by day. To be at the forefront of technology you need to have an experience in this sphere similar to that of beon. It is not a question of applying a series of technologies in events, but it is key to understand and know what new technique can really leave a long-lasting impression. Virtual and Augmented realities, drones, holograms, video mappings, LED screens, LCD touch pannels, Apps, sensitive immersions, tech wearables… All these technologies have fit perfectly in event world mainly because they allow to connect with the audience while the audience gets immersed in them.
The application of technology is our present industry. The future must be more sustainable and accessible to the public outside the venue. We are talking about standardizing experiences at an individual level to achieve a much more direct communication with the user.
