In Episode 9 of Surroundscapes Season 6, host Graeme Harrison is joined by Creative Director Elad Offer to discuss the intersection of creativity, technology, and emotional impact in AV.
With a career that spans film, experiential design, and large-scale branded environments, Elad explains how his work is driven by the desire to connect audiences with stories and spaces in meaningful ways. From immersive brand activations to permanent installations, he emphasizes the role of AV not just as a technical layer, but as a storytelling medium that can spark emotion and memory.
The conversation highlights the challenges and opportunities that come with integrating creative vision and technical execution. Elad shares his perspective on collaboration between designers, integrators, and manufacturers, noting that the best outcomes happen when technology serves the narrative rather than the other way around.
Looking ahead, Elad points to advancements in interactivity, real-time content, and adaptive systems as tools that will allow creators to deliver even more dynamic experiences. But at the core, he stresses, is the need to stay focused on people: what they feel, what they take away, and how the AV industry can continue to design with human emotion at the center.
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