VFX and animation house, Cinesite, has appointed Adipat Virdi as Executive Director, XR (Global).
Virdi will be based in the UK and will join Cinesite’s leadership team and oversee the company’s XR initiatives worldwide.
Virdi has two decades of experience in XR and immersive technologies working on projects for major brands and organisations such as BBC, Sony, Netflix, Virgin Atlantic, HSBC, Cosworth, Harbour Immersive, NASA, Charlotte Tilbury, Balenciaga, Lamborghini, Nike, IoC, Real Madrid and PagoNXT amongst others. He joins Cinesite from Facebook (Meta), where he was the Global Creative Product Lead for Immersive, spearheading the Emerging Platforms team’s exploration of VR / XR and immersive experiences.
“We are thrilled to welcome Adi to the Cinesite group,” said Cinesite’s CEO, Antony Hunt. “His expertise in XR will be invaluable as we continue to push the boundaries of immersive storytelling and expand our offerings in this rapidly growing market.”
Virdi will drive Cinesite’s XR strategy, foster collaboration across the company’s global studios, and explore new opportunities for XR applications in entertainment, fashion, the automobile industry, and beyond.
“At Cinesite, our decades of experience crafting stunning visual effects for Hollywood blockbusters have equipped us with a unique understanding of storytelling and immersion,” said Virdi. “Now, we’re excited to leverage this expertise to create XR experiences that truly transport audiences into the heart of the action. Our goal is to make them feel like they can choose to be main characters and dynamic participants rather than just passive observers.”
His appointment follows the company’s division launch in January 2024. Since then, it has announced a long-term partnership with Frameless, creators of the UK’s largest multi-sensory art experience. The studio’s immersive work has been recognised by several awards includingnTHEA Award (The Bourne Stuntacular, 2020), VES Awards (The Bourne Stuntacular 2021 & The Rembrandt Seascape 2024), BIMA award (The Rembrandt Seascape 2024, Frameless) and LIT Entertainment Award ( Forsaken,2024)
Jon Creamer
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