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Martin Percy is a British film director known for his innovative work in interactive films and digital learning, often using artificial intelligence in recent years. He has received numerous accolades for this work, including a BAFTA British Academy Award[1] (from five nominations),[2] an Emmy Award[3] (from four nominations), eleven Webby Awards[4] (from 22 nominations), a Grand Clio[5] in the Clio Awards, and various other awards (see awards and nominations section below). Percy has created interactive films for institutions such as the Tate Gallery, the Asian Art Museum of San Francisco, the British Film Institute, the National Theatre, University of the Arts London, BT and Innovate UK. He has collaborated with notable talent including Sir Ian McKellen, Sir Derek Jacobi, and Daisy Ridley (see below). Percy is also a TEDx speaker, talking about his film Lifesaver and 'how to save lives with interactive film'.[6]
Percy graduated from King's College, Cambridge, and is the son of the late illustrator Graham Percy.
Percy has integrated AI-driven interaction into much of his recent work, adapting films based on input from device cameras, accelerometers, and buttons. Some works also feature AI-generated video. Notable examples include:
One distinctive form of interactive film made by Percy simulates emergency situations. These require users to make good decisions fast - and thus learn by doing. Notable examples include:
Percy discussed the creation and philosophy behind these films in his TEDx talk, Lifesaver: How To Save Lives With Interactive Film[40] (2016, Germany).
Another distinctive form of interactive film made by Percy documentaries which use interactivity and audience discussion to make the views of the audience an integral part of the film experience. Notable examples include:
Percy has developed several other distinct types or formats of interactive film. Notable examples include:
Created in collaboration with Svetlana Dragayeva[45] for Fountain Digital Labs.[46] These films combine video and interactivity via buttons, microphone and accelerometer to give users "the fairy tale feeling that they’re interacting directly" real wild animals.[47] Notable examples include:
In the 2000s, Percy created a number of interactive talks for the British Film Institute (BFI) and the Royal National Theatre, sponsored by BT. In these talks, celebrated individuals would ask the user questions and then respond to their response. These were built using Adobe Flash and so are no longer viewable. However links to screengrab recordings are given where available. Notable examples include:
In the 2000s, Percy created interactive films for Tate Modern, Tate Britain, Tate Liverpool, Tate St Ives, and Tate Online, many in collaboration with Will Gompertz and Tate Media, and all sponsored by BT. These used dozens or hundreds of video loops to allow users to explore artworks or locations depicted with film rather than with stills. To this he added interviews, music tracks, and stories as appropriate. He later used the same approach for the Asian Art Museum (San Francisco). Notable examples include:
Research on the effectiveness of Percy's work includes:
Year | Award | Category | Nominated work | Result | Ref. |
---|---|---|---|---|---|
2024 | Webby Awards | AI, Metaverse & Virtual/ Public Service & Activism | AI Basics: Thrills Or Chills?[98] | Won, Honoree | [99] |
2024 | Webby Awards | AI, Metaverse & Virtual/ Science & Education | Votre Coach Personnel (VCP)[100] | Won, Honoree | [101] |
2023 | Webby Awards | AI, Metaverse & Virtual Public Service & Activism | CardiacCrash: Monica[102] | Won | [103] |
2023 | Webby Awards | AI, Metaverse & Virtual Public Service & Activism | CardiacCrash: Monica | Won, People's Voice | [104] |
2023 | Webby Awards | AI, Metaverse & Virtual/ Science & Education | CardiacCrash: Monica | Won, People's Voice | [105] |
2023 | Webby Awards | AI, Metaverse & Virtual/ Science & Education | Ms Rose, Adaptive Media Math Tutor[106] | Nominated | [107] |
2022 | Webby Awards | Virtual & Remote: Science & Education | The Adaptive-Media Interview Coach[108] | Won | [109] |
2021 | Webby Awards | AI, Metaverse & Virtual - Health & Wellness | Virry Happy: mindfulness in nature VR[110] | Nominated | [111] |
2021 | Webby Awards | AI, Metaverse & Virtual - Best 360-Video | Virry Happy: mindfulness in nature VR | Nominated | [112] |
2021 | Webby Awards | Virtual Public Service & Activism | Climate Emergency Interactive[113] | Won, People's Voice | [114] |
2020 | Emmy Awards | Informational/ Instructional Program | Heart Class[115] | Won | [116] |
2020 | Webby Awards | Video/Immersive and Mixed Reality | Heart Class | Won, Honoree | [117] |
2020 | Webby Awards | Video/Documentary (Immersive And Mixed Reality) | Real Talk About Suicide[118] | Nominated | [119] |
Year | Award | Category | Nominated work | Result | Ref. |
---|---|---|---|---|---|
2018 | Webby Awards | Video/ VR: Interactive, Game or Real-Time | Lifesaver VR[120] | Won | [121] |
2018 | Webby Awards | Video/ VR: Interactive, Game or Real-Time | Lifesaver VR | Won, Honoree | [122] |
2017 | Webby Awards | VR: Gaming, Interactive, or Real-time | Virry VR | Won, People's Voice | [123] |
2017 | Webby Awards | Video/ Travel & Lifestyle | Virry VR | Won, Honoree | [124] |
2017 | BAFTA British Academy Awards | Children's Interactive | Virry VR | Nominated | [125] |
2017 | BAFTA British Academy Awards | Children's Learning | Lifesaver VR | Nominated | [126] |
2015 | BAFTA British Academy Awards | Children's Interactive: Original | Virry[127] | Won | [128] |
2015 | Webby Awards | Family & Kids (Mobile Sites & Apps) | Virry | Won, People's Choice | [129] |
2013 | Clio Awards | Healthcare - App | Lifesaver[130] | Won, Grand Clio | [131] |
2013 | BAFTA British Academy Awards | Children's Interactive | Lifesaver | Nominated | [132] |
2014 | Webby Awards | Education & Reference (Handheld) | Lifesaver | Won, People's Choice | [133] |
2013 | Lovie Awards | Best Use of Interactive Video | Lifesaver | Won, Gold | [134] |
2013 | Lovie Awards | People's Choice, Best Use of Interactive Video | Lifesaver | Won, People's Choice | [135] |
2012 | Webby Awards | Best Use of Interactive Video | Jameson 1780[136] | Won | [137] |
2012 | Webby Awards | People's Choice, Best Use of Interactive Video | Jameson 1780 | Won, People's Choice | [138] |
2012 | Webby Awards | Youth | Tate Kids: Wondermind[139] | Nominated | [140] |
2012 | Webby Awards | Best Use of Interactive Video | Tate Kids: Wondermind | Won, Honoree | [141] |
2011 | Webby Awards | Travel & Adventure | The Asian Art Museum of San Francisco: The Bali Temple Explorer[142] | Won | [143] |
2012 | Webby Awards | Religion & Spirituality | The Asian Art Museum of San Francisco: The Bali Temple Explorer | Won, Honoree | [144] |
2011 | Webby Awards | Tourism | The Asian Art Museum of San Francisco: The Bali Temple Explorer | Won, Honoree | [145] |
2010 | BAFTA British Academy Awards | Children's Interactive | Tate Kids: The Secret Dancer[146] | Nominated | [147] |
2010 | Webby Awards | Best Use of Interactive Video | Tate Kids: The Secret Dancer | Nominated | [148] |
2010 | Webby Awards | Broadband | Tate St Ives: Barbara's Garden | Nominated | [149] |
Year | Award | Category | Nominated work | Result | Ref. |
---|---|---|---|---|---|
2009 | Emmy Awards | New Approaches To News & Documentary Programming: Arts, Lifestyle & Culture | Tate Modern: Street Art HD[150] | Nominated | [151] |
2009 | Webby Awards | Best Use of Interactive Video | Tate Modern: Street Art HD | Nominated | [152] |
2009 | Webby Awards | Broadband | Tate Modern: Street Art HD | Won, Honoree | [153] |
2009 | Emmy Awards | New Approaches To News & Documentary Programming: Arts, Lifestyle & Culture | Tate Liverpool: The One That Spoke to Me | Nominated | [154] |
2009 | Webby Awards | Art | Tate Liverpool: The One That Spoke to Me | Won, Honoree | [155] |
2008 | Webby Awards | Best Use of Interactive Video | Meyers Hill[156] | Won, Honoree | [157] |
2008 | Webby Awards | Best Use of Interactive Video | BFI: Derek Jacobi on The GPO Film Unit[158] | Won, Honoree | [159] |
2008 | Webby Awards | Music (Website) | Tate Tracks[160] | Won, Honoree | [161] |
2008 | Webby Awards | Cultural Institutions (Website) | Tate Tracks | Won, Honoree | [162] |
2008 | Webby Awards | Broadband (Website) | Tate Tracks | Won, Honoree | [163] |
2009 | BAFTA British Academy Awards | Interactive Innovation | National Theatre: A Conversation with Sir Ian McKellen[164] | Nominated | [165] |
2009 | Webby Awards | Best Use of Interactive Video | National Theatre: A Conversation with Sir Ian McKellen | Nominated | [166] |
2008 | Webby Awards | Broadband | National Theatre: A Conversation with Sir Ian McKellen | Nominated | [167] |
2008 | Webby Awards | Documentary: Individual Episode | National Theatre: A Conversation with Sir Ian McKellen | Nominated | [168] |
2007 | Emmy Awards | Outstanding Arts, Lifestyle & Culture Programming For Broadband | National Theatre: A Conversation with Sir Ian McKellen | Nominated | [169] |
2006 | Webby Awards | Art | Tate Britain: The BT Series | Nominated | [170] |
2007 | Webby Awards | Art | Tate Britain: The BT Series[171] | Won, Honoree | [172] |
2006 | Webby Awards | Art | Tate Britain: The BT Series | Nominated | [173] |
2007 | Webby Awards | Art | Tate Britain: The BT Series | Won, Honoree | [174] |
2005 | Webby Awards | Broadband | Tate Britain: "Let's Play 66" | Won, Honoree | [175] |
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