Rafi Leigh is MD of Special-FX, a supplier to the shopper marketing sector and a provider of stage and other special effects. After training at the AAA, he specialised in film and special effects in the UK. He founded Special-FX in South Africa in 1996 and started providing experiential marketers with interactive sets, props, scenery and displays. Contact Rafi on tel +27 (0)11 493 9666 or email .
Rafi Leigh is MD of Special-FX, one of the country's leading suppliers to the shopper marketing sector and a provider of stage and other special effects.
Leigh trained at the AAA School of Advertising, and specialised thereafter in film and special effects in the UK.
He founded Special-FX in South Africa in 1996 and started providing experiential marketers with interactive sets, props, scenery and displays.
I totally agree. In a world gone digital, our senses are out the window. In an effort to persue innovation, we often ignore, or forget the basics. As consumers, our senses have been dulled as much as our expectation to have them stimulated. We hunt and gather plasticised commodities on refrigerated shelves. We have devolved. It does make for a nice opportunity to revisit the old, and balance it with new... Keep writing.
Insightful article and very true. We’ve made the shift from the information age to the relationship age and the consumer craves in-depth material delivered in the 'now'. The consumers voice has become louder and more compelling and marketers need to collaborate and respond. Though this shift is inevitable, the way forward must be through the evolutions of familiar interfaces. Heady changes may not be readily adopted, and in the competitive retail environment, realistic returns must be probable.
[Rafi Leigh] The first enthusiastic observer to say he'd seen the future, and it worked, was talking about communism... and it didn't. I'm on safer ground by predicting that new augmented reality (AR) technology is the future for many sectors and is going to work just fine.
[Rafi Leigh] VANCOUVER, CANADA: Getting here to Vancouver seemed desperately important. I knew that technologists were finally connecting the dots. I put all other new business strategies on hold, and made a 16 653lm beeline for the SIGGRAPH convention, where I knew I would find nuggets of wisdom running along the seam lines of emerging tech and creative genius.
[Rafi Leigh] VANCOUVER, CANADA: There are two distinct augmented reality (AR) groups at SIGGRAPH this year. There are the technical innovators who are developing computer products and the brilliant operators who are using them. I’ll describe a few developments I saw yesterday, Thursday, 11 August 2011, which are capable of transforming the way we interact with data.
[Rafi Leigh] VANCOUVER, CANADA: So here I am, in Vancouver, Canada, for the 38th annual global SIGGRAPH conference and exhibition, researching 3D film and gaming technologies and writing on emerging technologies and the potential applications for the South African retail sector. I’ll get to the point. Retail will never be the same again
[Rafi Leigh] Real-life business experience appears to be sending the marketing industry an unmistakable message - the trend to experiential marketing and in-store theatre is not simply a short-term response to recessionary trading conditions. It's the new reality.