#36 Connection is the Secret Sauce with Ross Tipograph

By now, we all know, It’s all about connection. 
So why am I coming back to this topic here? 

Because connection can be manifested in so many different ways. It struck me when going through the first section of this interview. It seems like the way Ross cultivates connection is by seeing a spark in someone else, and lending himself to that spark in order to meet that person where they are, to speak to that person in their language. Depending on what part of the immersive world you occupy, that might sound obvious…? But, to be able to do that on every level from the experience participant to the producing executive is, I think, pretty exceptional. Today we dig deeper into how this idea of connection works in every part of the immersive design process, from vetting collaborators to the money math of big brands. 

This is the second part of my conversation with immersive experience designer, Ross Tipograph but! It is okay to jump in here. (Though of course, I would suggest you listen to both.) For context: Ross was recently named on the Forbes 30 under 30 list for his work in experiential marketing and has worked on projects like the Amazon immersive experiences for the television shows The Expanse and Carnival Row at San Diego Comic-Con, in 2019. In his under 30 years, he’s been busy.

Selected Links:

• Ross Tipograph
• -Linkedin
• -Facebook
• -Instagram
• 8 Players
• Forbes 30 under 30
• Giant Spoon
• The aforementioned Amazon Activations:
  • The Expanse
  • Carnival Row
• Book: The Director’s Voice 
• Saint Anne’s warehouse
• Under the radar festival

Show Notes:

• “For guests walking out of one of your experiences, what kind of reactions are you looking for?” [2:57]
• The exclusivity of a shared moment: The good and the bad [4:21]
• If ross had one month to prepare someone for directing an immersive experience [6:54]
• 1- Reconnect with your why [7:23]
• 2- Get ready to work with actors [8:42]
• 3- Vet your collaborators [9:51]
• Preparing for collaboration [11:06]
• How Ross thinks about the macro of experiential and immersive [12:23]
• Why immersive makes sense for large brands [14:49]
• Making immersive viable, seeing the barrier clearly [17:13]
• Desperation and financially viability 101 [18:29]
• Excitement for the future [20:42]
• What needs to change; a fair but spicy take [22:35]
• Immersive about the here and now [24:21]
• Another alternative to nostalgia [25:55]
• A final note for creators [28:20]