Martin Percy
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.
Use of AI in Interactive Film[edit]
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:
- The Adaptive-Media Interview Coach[7] (2022, UK) – Webby Award Winner[8], created by A-Dapt for Nacro, a social justice charity. Uses AI with emotion recognition to train individuals with social challenges for job interviews.[9]
- Votre Coach Personnel[10] (2023, France) – Webby Award Honoree [11], created by Adaptive Media France for France Travail. Uses AI with emotion recognition and face detection to give interview training personalised to the user’s age.
- AI Basics: Thrills Or Chills (2023, UK)[12] – Webby Award Honoree [13], funded by Innovate UK. Uses AI-designed environments and AI-generated visualisations of AI chatbots in conversation.
Interactive Crisis Simulator Films[edit]
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:
- Fightback (2003, UK)[14] – Percy's first experiment with the Interactive Crisis Simulator format, dealing with women’s personal safety. Funded by the London Film and Video Development Agency[15].
- Lifesaver[16][17] (2012, UK) – Grand Clio Award Winner[18], Webby Winner[19], BAFTA nominee[20]. Made in collaboration with UNIT9 for the Resuscitation Council UK. Initially co-funded by Innovate UK (then known as the Technology Strategy Board[21]). Features the first professional role of Daisy Ridley. [22]
- Lifesaver VR[23] (2016, UK) – Webby Award Honoree[24], BAFTA nominee[25]. Made in collaboration with UNIT9 for the Resuscitation Council UK.
- Real Talk About Suicide[26] (2019, UK) – Webby Award Honoree[27], Campaign (magazine) Tech Awards 2020: Winner, Tech for Good[28]. Crisis simulator film showing how to help someone with suicidal feelings. Made with Grassroots Suicide Prevention[29] and UNIT9.
- Heart Class (2019, USA) – Emmy Award Winner[30], Webby Award Honoree[31]. CPR crisis simulator film using collective interaction so that groups of people in a classroom can interact with the film via a host. Medical director Dr Lorrel Toft MD[32]. Made with UNIT9 and the University of Louisville.
- CardiacCrash (2023, Canada) - 3x Webby Award Winner[33][34][35], Canadian Screen Awards nominee[36]. Medical director: Dr. Lorrel Toft MD. Made with the Heart and Stroke Foundation of Canada. Four CPR crisis simulator films for collective interaction:
Percy discussed the creation and philosophy behind these films in his TEDx talk, Lifesaver: How To Save Lives With Interactive Film[40] (2016, Germany).
Interactive Documentaries for collective interaction[edit]
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:
- Climate Emergency Interactive[41] (2019, UK) – Webby Award Winner[42], made with UNIT9 and a collaborative group of students and staff for the University of the Arts London.
- AI Basics: Thrills Or Chills (2023, UK)[43] – Webby Award Honoree[44], funded by Innovate UK.
Other types of Interactive Film[edit]
Percy has developed several other distinct types or formats of interactive film. Notable examples include:
Animal Interaction Films[edit]
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:
- Virry[48] (2017, UK) – BAFTA Award winner[49], Webby Award Winner[50], filmed at Durrell Wildlife Conservation Trust[51], Jersey and other locations.
- Virry VR[52] (2018, UK) – Webby Award winner[53], Webby Award Honoree[54], filmed at Lewa Wildlife Conservancy[55], Kenya.
- Virry Happy: Mindfulness in Nature VR[56] (2020, UK) – 2x Webby Nominee[57], also filmed at Lewa.
Interactive Interviews and Talks[edit]
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:
- National Theatre: A Conversation with Sir Ian McKellen [58](2007, UK) – BAFTA nominee[59]. Emmy nominee[60], 3x Webby nominee[61][62][63].
- BFI Screenonline Archive Interactives[64]. Made in collaboration with Mark Duguid[65] and Richard Paterson[66] of the BFI, these used notable figures to explore British Film history:
- Derek Jacobi on the GPO Film Unit[67] (2007, UK) – Webby Award Honoree[68].
- A Conversation with Julie Walters[69] (2007, UK)
- Malcolm McDowell on Free Cinema[70] (2006, UK)
- Jonathan Ross on Ealing Studios[71] (2006, UK)
- Paul Merton on early film comedy[72] (2005, UK)
Awards and nominations[edit]
2020s[edit]
Year | Award | Category | Nominated work | Result | Ref. |
---|---|---|---|---|---|
2024 | Webby Awards | AI, Metaverse & Virtual/ Public Service & Activism | AI Basics: Thrills Or Chills?[73] | Won, Honoree | [74] |
2024 | Webby Awards | AI, Metaverse & Virtual/ Science & Education | Votre Coach Personnel (VCP)[75] | Won, Honoree | [76] |
2023 | Webby Awards | AI, Metaverse & Virtual Public Service & Activism | CardiacCrash: Monica[77] | Won | [78] |
2023 | Webby Awards | AI, Metaverse & Virtual Public Service & Activism | CardiacCrash: Monica | Won, People's Voice | [79] |
2023 | Webby Awards | AI, Metaverse & Virtual/ Science & Education | CardiacCrash: Monica | Won, People's Voice | [80] |
2023 | Webby Awards | AI, Metaverse & Virtual/ Science & Education | Ms Rose, Adaptive Media Math Tutor[81] | Nominated | [82] |
2022 | Webby Awards | Virtual & Remote: Science & Education | The Adaptive-Media Interview Coach[83] | Won | [84] |
2021 | Webby Awards | AI, Metaverse & Virtual - Health & Wellness | Virry Happy: mindfulness in nature VR[85] | Nominated | [86] |
2021 | Webby Awards | AI, Metaverse & Virtual - Best 360-Video | Virry Happy: mindfulness in nature VR | Nominated | [87] |
2021 | Webby Awards | Virtual Public Service & Activism | Climate Emergency Interactive[88] | Won, People's Voice | [89] |
2020 | Emmy Awards | Informational/ Instructional Program | Heart Class[90] | Won | [91] |
2020 | Webby Awards | Video/Immersive and Mixed Reality | Heart Class | Won, Honoree | [92] |
2020 | Webby Awards | Video/Documentary (Immersive And Mixed Reality) | Real Talk About Suicide[93] | Nominated | [94] |
2010s[edit]
Year | Award | Category | Nominated work | Result | Ref. |
---|---|---|---|---|---|
2018 | Webby Awards | Video/ VR: Interactive, Game or Real-Time | Lifesaver VR[95] | Won | [96] |
2018 | Webby Awards | Video/ VR: Interactive, Game or Real-Time | Lifesaver VR | Won, Honoree | [97] |
2017 | Webby Awards | VR: Gaming, Interactive, or Real-time | Virry VR | Won, People's Voice | [98] |
2017 | Webby Awards | Video/ Travel & Lifestyle | Virry VR | Won, Honoree | [99] |
2017 | BAFTA British Academy Awards | Children's Interactive | Virry VR | Nominated | [100] |
2017 | BAFTA British Academy Awards | Children's Learning | Lifesaver VR | Nominated | [101] |
2015 | BAFTA British Academy Awards | Children's Interactive: Original | Virry[102] | Won | [103] |
2015 | Webby Awards | Family & Kids (Mobile Sites & Apps) | Virry | Won, People's Choice | [104] |
2013 | Clio Awards | Healthcare - App | Lifesaver[105] | Won, Grand Clio | [106] |
2013 | BAFTA British Academy Awards | Children's Interactive | Lifesaver | Nominated | [107] |
2014 | Webby Awards | Education & Reference (Handheld) | Lifesaver | Won, People's Choice | [108] |
2013 | Lovie Awards | Best Use of Interactive Video | Lifesaver | Won, Gold | [109] |
2013 | Lovie Awards | People's Choice, Best Use of Interactive Video | Lifesaver | Won, People's Choice | [110] |
2012 | Webby Awards | Best Use of Interactive Video | Jameson 1780[111] | Won | [112] |
2012 | Webby Awards | People's Choice, Best Use of Interactive Video | Jameson 1780 | Won, People's Choice | [113] |
2012 | Webby Awards | Youth | Tate Kids: Wondermind[114] | Nominated | [115] |
2012 | Webby Awards | Best Use of Interactive Video | Tate Kids: Wondermind | Won, Honoree | [116] |
2011 | Webby Awards | Travel & Adventure | The Asian Art Museum of San Francisco: The Bali Temple Explorer[117] | Won | [118] |
2012 | Webby Awards | Religion & Spirituality | The Asian Art Museum of San Francisco: The Bali Temple Explorer | Won, Honoree | [119] |
2011 | Webby Awards | Tourism | The Asian Art Museum of San Francisco: The Bali Temple Explorer | Won, Honoree | [120] |
2010 | BAFTA British Academy Awards | Children's Interactive | Tate Kids: The Secret Dancer[121] | Nominated | [122] |
2010 | Webby Awards | Best Use of Interactive Video | Tate Kids: The Secret Dancer | Nominated | [123] |
2010 | Webby Awards | Broadband | Tate St Ives: Barbara's Garden | Nominated | [124] |
2000s[edit]
Year | Award | Category | Nominated work | Result | Ref. |
---|---|---|---|---|---|
2009 | Emmy Awards | New Approaches To News & Documentary Programming: Arts, Lifestyle & Culture | Tate Modern: Street Art HD[125] | Nominated | [126] |
2009 | Webby Awards | Best Use of Interactive Video | Tate Modern: Street Art HD | Nominated | [127] |
2009 | Webby Awards | Broadband | Tate Modern: Street Art HD | Won, Honoree | [128] |
2009 | Emmy Awards | New Approaches To News & Documentary Programming: Arts, Lifestyle & Culture | Tate Liverpool: The One That Spoke to Me | Nominated | [129] |
2009 | Webby Awards | Art | Tate Liverpool: The One That Spoke to Me | Won, Honoree | [130] |
2008 | Webby Awards | Best Use of Interactive Video | Meyers Hill[131] | Won, Honoree | [132] |
2008 | Webby Awards | Best Use of Interactive Video | BFI: Derek Jacobi on The GPO Film Unit[133] | Won, Honoree | [134] |
2008 | Webby Awards | Music (Website) | Tate Tracks[135] | Won, Honoree | [136] |
2008 | Webby Awards | Cultural Institutions (Website) | Tate Tracks | Won, Honoree | [137] |
2008 | Webby Awards | Broadband (Website) | Tate Tracks | Won, Honoree | [138] |
2009 | BAFTA British Academy Awards | Interactive Innovation | National Theatre: A Conversation with Sir Ian McKellen[139] | Nominated | [140] |
2009 | Webby Awards | Best Use of Interactive Video | National Theatre: A Conversation with Sir Ian McKellen | Nominated | [141] |
2008 | Webby Awards | Broadband | National Theatre: A Conversation with Sir Ian McKellen | Nominated | [142] |
2008 | Webby Awards | Documentary: Individual Episode | National Theatre: A Conversation with Sir Ian McKellen | Nominated | [143] |
2007 | Emmy Awards | Outstanding Arts, Lifestyle & Culture Programming For Broadband | National Theatre: A Conversation with Sir Ian McKellen | Nominated | [144] |
2006 | Webby Awards | Art | Tate Britain: The BT Series | Nominated | [145] |
2007 | Webby Awards | Art | Tate Britain: The BT Series[146] | Won, Honoree | [147] |
2006 | Webby Awards | Art | Tate Britain: The BT Series | Nominated | [148] |
2007 | Webby Awards | Art | Tate Britain: The BT Series | Won, Honoree | [149] |
2005 | Webby Awards | Broadband | Tate Britain: "Let's Play 66" | Won, Honoree | [150] |
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External links[edit]
This article's use of external links may not follow Wikipedia's policies or guidelines. (February 2015) |
Official
Lectures etc.
- 5-Word Speech given at the 16th Annual Webby Awards for Jameson1780, May 2012.
- Talk on The Internet Filmmaker's Manifesto given at Internet Week Europe, November 2011.
- 5-Word Speech given at the 15th Annual Webby Awards for The Bali Temple Explorer, June 2011.
- Transcript of talk on The Genres of Interactive Filmmaking given at The London College of Communication, London, January 2010.
- Summary of talk given to The British Screen Advisory Council, London, April 2008.
- Summary of talk at The Creator's Series, New York, June 2007. Another summary.
- Photo at LIFE.com of Martin Percy giving keynote at Digital Conference, American Film Market, Santa Monica, November 2007.
Interviews
- Online Video Could Be So Much Better -- Just Ask Martin Percy Interview by Betsy Isaacson for The Huffington Post.
- QKSTRM: Martin Percy Wonderland Award interview with Martin Percy.
- Interview re: McKellen BT Archives interview with Martin Percy about interactive video made for the Royal National Theatre with Ian McKellen
- Interview re: McDowell BT Archives interview with Martin Percy about interactive video made for the British Film Institute with Malcolm McDowell
- Interview re: Emin BT Archives interview with Martin Percy about interactive video made for Tate Online with Tracey Emin
Articles etc.
- The Internet Native Filmmaker's Manifesto, by Martin Percy for Contagious (magazine), May 2011. Accessed: 13:36, 3 November 2015 (UTC).
- TV and video games: are they coming together?, by Martin Percy for the Research Institute for Digital Media & Content at Keio University, February 2006. Accessed: 13:36, 3 November 2015 (UTC).
- The future of advertising and branded content, by Martin Percy for the Research Institute for Digital Media & Content at Keio University, February 2006. Accessed: 13:36, 3 November 2015 (UTC).
- On interactive video (subscribers only), by Martin Percy for Broadcast (magazine), February 2007.
- Discretion goes a long way (subscribers only), by Martin Percy for Brand Strategy Magazine, July 2007. On sponsored content.
- Broadcast model that left everyone equally frustrated, letter by Martin Percy in The Financial Times, July 3, 2007.
- Stop Making Sense letter by Martin Percy in Wired (magazine), February 25 08.
- Alarmist claims on ultra-violent games don't fit online technology, letter by Martin Percy in The Financial Times, May 13, 2008.