Solarflare Studio is an award-winning creative technology studio on a mission to "hack the human experience" and connect people through innovative solutions & imaginative experiences.
They work with global agencies and brands to create innovative, world-class projects in the real world, the digital realm, the metaverse, and beyond, working transparently with clients to crystallise ideas into something tangible or offer up creative concepts never thought possible.
To date, they've created a true digital racquet with Wimbledon's Virtual Hill experiences, provided everyday athletes the ability to see the impact of movement on their minds with ASICS, and even put users in the driving seat of a life-sized Lego Technic Lamborghini Sian FKp 37.
To learn more about the "tech-agnostic studio" and how it is untethered to a single approach, we spoke to Co-Founder Jay Short.
How was your company born and where are you based?
The four co-founders had all worked together at a previous company that, for myriad reasons, unfortunately disappeared. We all loved the world of immersive technology as well as working with each other, so very quickly decided to start our own company.
We are based in London, which over time has moved from my living room and kitchen to a far more comfortable space at The Ministry near London Bridge.
What was the biggest challenge to the growth of your company?
We were hit by the challenge of COVID very soon after we started the business in late 2019, which meant that we had to swiftly shift our focus from anything in a physical space to a far more digital one. We were very fortunate to have found clients at this time who realised that even though the world was spinning, there were still opportunities to engagingly utilise immersive technology.
Although we are now in a period of economic uncertainty where clients are being pragmatic in terms of where they spend their money, we are pleased to see that smart brands recognise that there are still amazing opportunities for collaboration.
Which was the first huge success that you can remember?
The first really big project we won came just as lockdown was coming into force in 2020. Our partner ASICS and their PR agency Edelman had organised an in-person event for the launch of their Tokyo 2020 Olympic range. Then it rapidly became apparent that this would not be happening.
We were approached to create a virtual reality version of the event, sending hundreds of headsets to delegates around the world. I vividly remember being in the warehouse of our office with our Head of Production frantically packaging up and printing labels for all of these headsets to be sent to dozens of countries.
We got them out in the nick of time (with thanks to a very patient DHL driver who waited for us!), and this became the first of several collaborations with ASICS and Edelman. That day also happened to be the last time we would be together as a team in an office for many months to come.
What’s the biggest opportunity for you and your company in the next year?
We envision 2023 as a huge opportunity to strengthen our relationships with some of the clients that we have now been working with for years. Taking the example of virtual spaces, also known as 'metaverses', our clients are increasingly engaging in long-term strategic discussions about the potential uses and benefits, with a clear focus on specific, measurable goals and outcomes.
For us having projects that endure for years rather than days is very exciting. The hope is that we can continue to educate the marketplace about what is (and isn’t) possible with new technology and to be a leading light in ensuring that the newest innovations are given a chance to shine, not just burnout in a firestorm of negative publicity.
Can you explain your team’s creative process? What makes it unique?
We pride ourselves on being technology agnostic which means that there is a huge breadth in terms of our creative and technical responses.
The process is incredibly dynamic and, in some way, involves the input of most members of the team. From a creative perspective, sometimes, we are provided with a very cohesive brief to a certain extent, and our task is to maximise the benefits of the technology.
On the other hand, we are given carte blanche to explore a business problem that needs to be solved innovatively. This signifies that every creative response to a brief is different, and we thrive on this when other companies may panic.
How does your team remain inspired and motivated?
We are very fortunate to work in an industry where we are all passionate about the work that we do. Independently we all have an interest in the world of new technology, and as such, means the dialogue is constant.
What may inspire one team member may concern another, but having a healthy discussion around this means that we are constantly learning, and that is a huge motivator.
How has COVID-19 affected your company?
As touched upon previously, it has very much so. At the very start of the business, when we were business planning, we would have probably predicted over 50% of our work to be coming from physical installations. Overnight, this basically changed.
The needle has moved back somewhat closer to where we would have expected, but in terms of taking the positives out of what was a horrific situation, we do now have a more digitally-savvy public who, for example, understand QR codes. And as such, the barrier to entry has been reduced.
Which agencies do you gain inspiration from? Do you have any heroes in the industry?
We are very fortunate to work in an industry where I think there is a huge amount of mutual respect between companies in our space. I wouldn’t want to overhype too many of our direct competitors, but from a wider agency perspective, I am a big admirer of Wasserman.
In love how they have worked very hard to build up their knowledge base and are able to deliver amazing experiences for some of the best sports and entertainment brands in the world. On a more hero worship level, Refik Anadol produces unbelievable data visualisations that all of the team love.
What is one tip that you would give to other agencies looking to grow?
Educate your clients first and foremost. It is very easy to say, but you have to give your clients time to feel comfortable with you. When working with new technologies that may be familiar to you but not with them, they will need to understand how they can be used within their existing structures in order to be able to justify spending the money.
This approach for us is the difference between doing a one-off project with a client and building a long-term relationship that will last for years.
How do you go about finding new clients/business? (Pitching, work with retainers, etc.)
Fortunately for me, a lot of the time, the work speaks for itself. As a small agency, we have been very successful in terms of the awards that we have won and the clients we work with.
Our Marketing team has done an excellent job of shouting from the rooftops about this, which means we are retaining a steady stream of briefs coming into us, whilst the New Business team hunts down the types of clients we would love to build collaborations with.
Most of our work is very bespoke, so retainers are difficult, but we do have a steady network of clients for whom we act as their key technology partner, meaning that we expect a certain number of briefs to arrive. We would always love more though!
What’s your one big hope for the future of the industry?
That the passion remains. I remember my early career days working in finance and being driven purely by money. It was draining and never enough. I moved into the world of immersive tech to not only keep myself sane and engaged but contribute to the positive applications of technology.
The constant advancements, both in development and creativity, continue to demonstrate its ability as a powerful tool to improve people's lives. Our work involves many industry sectors and focuses on hacking those technological breakthroughs into unforgettable experiences.
I am fortunate to be able to meet remarkable individuals in our space who share this passion, and it's crucial we continue to have open and constructive conversations between us and the broader industry for it to continue to grow.
Do you have any websites, books or resources that you would recommend?
From a technology perspective, Antony Vitillo’s The Ghost Howls blog is a very balanced perspective on our world that I highly recommend - https://skarredghost.com/
AIXR’s membership is a broad range of individuals and companies working across the technology space, and their insights tend to tackle issues at a deeper level than your typical adland press would - https://aixr.org/insights/
From a more general reading perspective, I never fail to be amazed when I read anything by Haruki Murakami, Hunter S Thompson, Charles Bukowski, or Kurt Vonnegut. Their writing styles are very different, but a balance of perspectives works wonders when running a business!
