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We're using most of our time trying to figure out what virtual reality can be used for. We also do games, we also do films and different things and we also do business productions but we're also trying to explore what this medium can do. And I think right now there's a lot of things happening with psychiatry that I'm really passionate about. We're doing a lot of really interesting things with art, with some famous artists in New York and I'm really passionate about that. But then I think overall I think the main thing is being passionate about this transformation that I see this medium being especially on the internet where you will be able to have online experiences rather than online information. I think brands, brands are mostly about storytelling often. Of course brands are very different and businesses are very different but a lot of it is about storytelling and you can have different mediums to tell that story and it's not all brands that should tell their story in virtual reality. And you can have very intense virtual reality experiences and I think that's what brands really want is to create memorable experiences for the consumers that they're targeting. And I think that's some of the things we just did a video for Dong Energy and who would think that Dong Energy cared about virtual reality and they don't but we did a 360 video where you get to go on the top of a windmill and it was watched a million times within the last week in Denmark and that's pretty good and they feel that they tell the story about that they're for green energy in a unique way and originally it was actually meant more to the internal communications, to the staff because none of their staff has been on the top of a windmill even though they're like one of the biggest builders of windmill parks nobody goes there so for that to happen I think that's cool. The obvious thing that's built on top of virtual reality is augmented reality so like Microsoft HoloLens with these kind of transparent goggles that you can see the real world and overlay things from the internet or digital information. That's kind of the obvious thing. The next level after that will of course be a more ray-band model or a contact lens and the level after that will be implants or small robots inside the brain that can just give you that phone number that you can't remember yourself and those things will of course happen and the thing is that also technologies will merge and create really cool products so like you have eye tracking, hand tracking, these are almost available. They're going to come inside a virtual reality headset pretty soon or work on a cell phone. Then you have a little bit more complicated things like scanning of rooms, you have AI like artificial intelligence that can help you in your augmented reality experiences tell you where the toilet is by using a small being a computer that just knows that now Simon probably needs to pee and then show me the way to the toilet or just hear it in conversation or I just need to think it. But all these things are like I love Netflix TV show called Black Mirror. It's really cool. I love these kind of sci-fi films because what they actually do is they kind of project some real technology opportunities. Matrix, Minority Report, all these things are pretty real actually. So I would recommend Black Mirror to people to watch that.
