NEW YORK – Oscar-winning creative studio Framestore has brought on Resh Sidhu as a creative director of the Virtual Reality Studio. She will use creative direction, storytelling and conceptual ideation to help lead the growing VR team in creating groundbreaking work for clients.
The appointment comes on the heels of a busy year for Framestore’s VR studio, which opened its doors last April. Since then, Framestore has innovated a number of VR firsts, including the “Ascend the Wall” activation for HBO’s Game of Thrones at SXSWi, and nearly a dozen projects for brands across Oculus Rift, Google Cardboard, and Samsung Gear VR. Other highlights have included Merrell’s Trailscape, a commercial “walk around” use of virtual reality; a zero-gravity tour of the spaceship in Interstellar; The Teleporter for Marriott Hotels; the Volvo Reality app to test-drive the auto brand’s XC90 vehicle; and the recent Avengers experience for the new Samsung Gear VR.
Prior to Framestore, Sidhu was a creative director at AKQA London, where she lead multi-disciplinary teams serving clients like Xbox, Nivea, M&S, Nissan Global & Nissan Europe, Infiniti, Kraft Mondelēz and Beiersdorf. Sidhu’s most recent work includes the Nissan IDx experience featuring Oculus VR technology. She is also the founder of Virtual Realms, an online blog and community that centers on the developing creative technologies and innovations of Virtual Reality.