I’m thrilled to share my incredible journey as the Creative Audio Lead and Sound Designer on a groundbreaking Meta project in collaboration with Sound Design teammates, the Creative Shop, Spark AR, Simone, the University of Oxford Saïd Business School, and global CPG partners: Perrier, Pringles, and KitKat.

Our year-long research on spatial audio in XR unveils its remarkable impact on immersive experiences. Spatial audio significantly improved consumer response, certifying the importance of audio design for XR.

In my role, I spearheaded the initiative for audio design, highlighting immersive sonic opportunities, developing the initial prototype for Perrier in Spark, and shaping design and research findings throughout the project with partners, including capturing the essence of Perrier with underwater ambiences and fizzing bubbles, resulting in a memorable branded spatial audio AR experience. 🍾🌊

The findings were astounding! Spatial audio boosted Perrier's desirability among participants by 110% and perceived taste by 81% when compared to non-dynamic sound, and increased Perrier’s perceived brand modernity by 425% more than if their AR experience was designed without spatial audio.

I am immensely proud to have contributed to this project, pushing the boundaries of spatial audio and its application in XR. The findings reinforce the importance of incorporating 3D sonic experiences and designing immersive audio to create memorable and impactful interactions. It's a glimpse into the future of advertising and brand experiences, and I'm thrilled to have been on the Sound Design team at the forefront of this exciting research.

Special thanks to Meta teammates, Oxford Saïd Business School, Simone, and our CPG partners: Perrier, Pringles, and KitKat, for their collaboration in shaping the future of XR.

Check out this article, watch the videos, and dive deeper into this groundbreaking research. If you’re building for XR, reach out, and let’s chat about the opportunities you have to stand out with immersive sound design. 🚀🎧🌐