Trailblazers Spotlight - with Nic Hill, Co-founder & Head of Interactive of Sawhorse Productions
“Trailblazers Spotlight – The Leading Innovators in Web3 & Metaverse Marketing” — a curated series celebrating the visionaries and innovators shaping the future of web3 and metaverse marketing.
In this episode, we sit down with Nic Hill, co-founder and head of Interactive at Sawhorse Productions, to explore the evolving landscape of the metaverse, immersive experiences, and UGC gaming. Nic shares his insights on how brands can effectively engage with younger audiences through platforms like Roblox, Fortnite, and Minecraft, and the challenges and opportunities in the space. With a background in independent filmmaking and a passion for pushing the boundaries of creativity, Nic offers a unique perspective on blending storytelling with cutting-edge technology. We also dive into the misconceptions surrounding the metaverse, the importance of authenticity in marketing, and how brands can future-proof themselves by embracing innovation in interactive media.
"True innovation in the metaverse isn’t just about creating games; it’s about crafting immersive experiences that resonate with and add value to the community."
Nic Hill
About Sawhorse
Sawhorse Productions is a Los Angeles-based creative agency and production company that stands at the intersection of traditional filmmaking and cutting-edge interactive experiences. Founded with a mission to push the boundaries of storytelling, Sawhorse has quickly become a leader in the immersive media space. The company is renowned for its ability to blend high-quality production with innovative digital experiences, creating memorable and impactful content for some of the world’s most prominent brands, studios, and agencies.
Sawhorse Productions specializes in developing immersive environments on platforms such as Roblox, Fortnite, Minecraft, Spatial, and more. Their expertise extends to UGC (User-Generated Content) gaming, augmented reality, and generative AI collaborations, enabling brands to connect with younger, tech-savvy audiences in authentic and engaging ways. Whether through virtual worlds, interactive campaigns, or traditional media production, Sawhorse consistently delivers experiences that resonate with users and drive meaningful engagement.
Nic Hill, the co-founder and head of Interactive at Sawhorse Productions, is a visionary in the world of immersive media. With a rich background as an independent film director and editor, Nic has directed internationally acclaimed documentaries and produced a diverse range of branded content. His passion for storytelling and creativity has been the driving force behind Sawhorse’s success in the digital landscape.
Under Nic’s leadership, Sawhorse Productions has pioneered the development of interactive experiences that blur the lines between film, gaming, and reality. Nic is deeply committed to exploring the potential of the metaverse, pushing the envelope on what’s possible by integrating cutting-edge technology with compelling narratives. He believes in the power of UGC gaming as the new frontier for brands to engage with younger audiences, and he’s dedicated to helping brands navigate this rapidly evolving space.
Nic’s approach to immersive media is rooted in a deep understanding of both traditional and digital storytelling. He has cultivated a dynamic team of creatives, developers, and strategists who work together to produce groundbreaking work that challenges the status quo. From launching successful brand activations on platforms like Roblox to exploring new opportunities in augmented reality, Nic Hill and Sawhorse Productions are at the forefront of the next wave of digital innovation.
Nic’s ability to bridge the gap between film and interactive media has not only set Sawhorse Productions apart from other agencies but has also positioned him as a thought leader in the industry. His work continues to inspire and influence the way brands approach digital storytelling, making him a key figure in the ongoing evolution of the metaverse and immersive experiences.
[00:00:00] – Introduction
- Host introduces Nic Hill, co-founder, and head of Interactive at Sawhorse Productions.
- Brief overview of Nic’s background in filmmaking and transition into immersive media.
[00:02:15] – The Metaverse: Definitions and Misconceptions
- Nic discusses the confusion around the term “metaverse” and why Mark Zuckerberg’s rebranding of Facebook to Meta created misunderstandings.
- The metaverse is not dead because it was never fully realized; it’s a concept still in development.
[00:05:45] – The Difference Between VR, Web3, and the Metaverse
- Clarification on whether the metaverse is tied specifically to VR or Web3.
- The metaverse as described in “Snow Crash” and “Ready Player One” is still years away from becoming a reality.
[00:08:30] – Shift in Terminology: From “Metaverse” to “UGC Gaming”
- Nic explains his shift away from using the term “metaverse” in client discussions, favoring “UGC gaming” to help brands better understand the space.
- The significance of User-Generated Content (UGC) in the evolution of digital platforms.
[00:11:00] – The Rise of UGC Gaming and Its Importance for Brands
- Why brands should care about UGC gaming: young audiences (Gen Z and Gen A) are spending more time on platforms like Roblox, Fortnite, and Minecraft.
- The need for brands to future-proof by engaging with these younger demographics.
[00:14:20] – Nic’s Journey into Immersive Media
- Nic’s early love for gaming and storytelling.
- Transition from traditional filmmaking to interactive media and UGC gaming.
- First major project: Allo Yoga on Roblox, blending traditional production with immersive gaming.
[00:18:50] – Building Sawhorse Productions’ Unique Approach
- Sawhorse Productions as a 360-degree studio that integrates traditional media with immersive, interactive experiences.
- Key differentiators: wide range of skill sets, innovation-driven projects, and high art fidelity.
[00:23:10] – Challenges in Transitioning from Film to Interactive Media
- The steep learning curve involved in understanding software development, game loops, and community engagement.
- The importance of building persistent, evolving digital products that encourage user retention.
[00:27:30] – Success Stories: Highlighting Innovative Projects
- Discussion of successful brand activations: Allo Yoga, Kung Fu Panda, and Walmart Discovered.
- How each project brought unique value to users and set new standards for brand engagement on UGC gaming platforms.
[00:32:40] – Advice for Brands Entering UGC Gaming Platforms
- Importance of respecting and understanding the community when creating branded experiences.
- Avoiding pitfalls by embracing an open-minded, authentic approach to digital marketing.
[00:36:10] – Trends and Future Predictions
- Nic’s predictions for the growth of UGC gaming platforms over the next year.
- The increasing importance of bottom-of-funnel conversions, e-commerce integration, and loyalty programs within digital experiences.
[00:39:00] – Closing Remarks
- Nic’s enthusiasm for the future of immersive storytelling and the metaverse.
- Final advice for brands looking to innovate and engage with younger audiences through UGC gaming.
[00:41:00] – Contact Information
- How to reach Nic Hill and Sawhorse Productions: LinkedIn, website, and social media links provided.
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