Martin Percy

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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]

Contents

Percy graduated from King's College, Cambridge, and is the son of the late illustrator Graham Percy.

Use of AI in Interactive Film

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:

Interactive Crisis Simulator Films

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).

Participatory documentaries for collective interaction

Another distinctive form of interactive film made by Percy are documentaries which use interactivity and audience discussion to make the views of the audience an integral part of the film experience. Notable examples include:

Virtual Reality Films

Percy has created virtual reality (VR) films that use immersive technology and interactive storytelling to engage users in educational and mindfulness experiences. Notable examples include:

Other types of Interactive Film

Percy has developed several other distinct types or formats of interactive film. Notable examples include:

Interactive Interviews and Talks

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:

Interactive Art Explorers

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:

Animal Interaction Films

Created in collaboration with Svetlana Dragayeva [89] for Fountain Digital Labs. [90] 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. [91] Notable examples include:

Effectiveness

Research on the effectiveness of Percy's work includes:

Awards and nominations

2020s

YearAwardCategoryNominated workResultRef.
2024Webby AwardsAI, Metaverse & Virtual/ Public Service & ActivismAI Basics: Thrills Or Chills? [107] Won, Honoree [108]
2024Webby AwardsAI, Metaverse & Virtual/ Science & EducationVotre Coach Personnel (VCP) [109] Won, Honoree [110]
2023Webby AwardsAI, Metaverse & Virtual Public Service & ActivismCardiacCrash: Monica [111] Won [112]
2023Webby AwardsAI, Metaverse & Virtual Public Service & ActivismCardiacCrash: MonicaWon, People's Voice [113]
2023Webby AwardsAI, Metaverse & Virtual/ Science & EducationCardiacCrash: MonicaWon, People's Voice [114]
2023Webby AwardsAI, Metaverse & Virtual/ Science & EducationMs Rose, Adaptive Media Math Tutor [115] Nominated [116]
2022Webby AwardsVirtual & Remote: Science & EducationThe Adaptive-Media Interview Coach [117] Won [118]
2021Webby AwardsAI, Metaverse & Virtual - Health & WellnessVirry Happy: mindfulness in nature VR [119] Nominated [120]
2021Webby AwardsAI, Metaverse & Virtual - Best 360-VideoVirry Happy: mindfulness in nature VRNominated [121]
2021Webby AwardsVirtual Public Service & ActivismClimate Emergency Interactive [122] Won, People's Voice [123]
2020Emmy AwardsInformational/ Instructional ProgramHeart Class [124] Won [125]
2020Webby AwardsVideo/Immersive and Mixed RealityHeart ClassWon, Honoree [126]
2020Webby AwardsVideo/Documentary (Immersive And Mixed Reality)Real Talk About Suicide [127] Nominated [128]

2010s

YearAwardCategoryNominated workResultRef.
2018Webby AwardsVideo/ VR: Interactive, Game or Real-TimeLifesaver VRWon, Honoree [129]
2017Webby AwardsVR: Gaming, Interactive, or Real-timeVirry VRWon, People's Voice [130]
2017Webby AwardsVideo/ Travel & LifestyleVirry VRWon, Honoree [131]
2017BAFTA British Academy AwardsChildren's InteractiveVirry VRNominated [132]
2017BAFTA British Academy AwardsChildren's LearningLifesaver VRNominated [133]
2015BAFTA British Academy AwardsChildren's Interactive: OriginalVirry [134] Won [135]
2015Webby AwardsFamily & Kids (Mobile Sites & Apps)VirryWon, People's Choice [136]
2013Clio AwardsHealthcare - AppLifesaver [137] Won, Grand Clio [138]
2013BAFTA British Academy AwardsChildren's InteractiveLifesaverNominated [139]
2014Webby AwardsEducation & Reference (Handheld)LifesaverWon, People's Choice [140]
2013Lovie AwardsBest Use of Interactive VideoLifesaverWon, Gold [141]
2013Lovie AwardsPeople's Choice, Best Use of Interactive VideoLifesaverWon, People's Choice [142]
2012Webby AwardsBest Use of Interactive VideoJameson 1780 [143] Won [144]
2012Webby AwardsPeople's Choice, Best Use of Interactive VideoJameson 1780Won, People's Choice [145]
2012Webby AwardsYouthTate Kids: Wondermind [146] Nominated [147]
2012Webby AwardsBest Use of Interactive VideoTate Kids: WondermindWon, Honoree [148]
2011Webby AwardsTravel & AdventureThe Asian Art Museum of San Francisco: The Bali Temple Explorer [149] Won [150]
2012Webby AwardsReligion & SpiritualityThe Asian Art Museum of San Francisco: The Bali Temple ExplorerWon, Honoree [151]
2011Webby AwardsTourismThe Asian Art Museum of San Francisco: The Bali Temple ExplorerWon, Honoree [152]
2010BAFTA British Academy AwardsChildren's InteractiveTate Kids: The Secret Dancer [153] Nominated [154]
2010Webby AwardsBest Use of Interactive VideoTate Kids: The Secret DancerNominated [155]
2010Webby AwardsBroadbandTate St Ives: Barbara's GardenNominated [156]

2000s

YearAwardCategoryNominated workResultRef.
2009Emmy AwardsNew Approaches To News & Documentary Programming: Arts, Lifestyle & CultureTate Modern: Street Art HD [157] Nominated [158]
2009Webby AwardsBest Use of Interactive VideoTate Modern: Street Art HDNominated [159]
2009Webby AwardsBroadbandTate Modern: Street Art HDWon, Honoree [160]
2009Emmy AwardsNew Approaches To News & Documentary Programming: Arts, Lifestyle & CultureTate Liverpool: The One That Spoke to MeNominated [161]
2009Webby AwardsArtTate Liverpool: The One That Spoke to MeWon, Honoree [162]
2008Webby AwardsBest Use of Interactive VideoMeyers Hill [163] Won, Honoree [164]
2008Webby AwardsBest Use of Interactive VideoBFI: Derek Jacobi on The GPO Film Unit [165] Won, Honoree [166]
2008Webby AwardsMusic (Website)Tate Tracks [167] Won, Honoree [168]
2008Webby AwardsCultural Institutions (Website)Tate TracksWon, Honoree [169]
2008Webby AwardsBroadband (Website)Tate TracksWon, Honoree [170]
2009BAFTA British Academy AwardsInteractive InnovationNational Theatre: A Conversation with Sir Ian McKellen [171] Nominated [172]
2009Webby AwardsBest Use of Interactive VideoNational Theatre: A Conversation with Sir Ian McKellenNominated [173]
2008Webby AwardsBroadbandNational Theatre: A Conversation with Sir Ian McKellenNominated [174]
2008Webby AwardsDocumentary: Individual EpisodeNational Theatre: A Conversation with Sir Ian McKellenNominated [175]
2007Emmy AwardsOutstanding Arts, Lifestyle & Culture Programming For BroadbandNational Theatre: A Conversation with Sir Ian McKellenNominated [176]
2006Webby AwardsArtTate Britain: The BT SeriesNominated [177]
2007Webby AwardsArtTate Britain: The BT Series [178] Won, Honoree [179]
2006Webby AwardsArtTate Britain: The BT SeriesNominated [180]
2007Webby AwardsArtTate Britain: The BT SeriesWon, Honoree [181]
2005Webby AwardsBroadbandTate Britain: "Let's Play 66"Won, Honoree [182]

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Official

Talks

Interviews

Articles