Belinda Eccles and Ty Curtis launch new creative tech agency ‘Hyper Theory’ located in Brisbane

Brisbane’s premier creative tech agency ‘Hyper Theory’ has officially landed in Brisbane’s marketing and advertising scene and has hit the ground running. Powered by the explosive connection of the creative minds of Belinda Eccles and Ty Curtis, Hyper Theory creates immersive brand experiences to deliver unforgettable campaigns, live activations and interactive video content.

Most recently, Eccles headed up the OMD Create team at OMD Brisbane, departing in October 2018 to start her new venture with Hyper Theory. She brings with her a wealth of knowledge and experience in integrated campaign strategies, experiential marketing, sponsorship leveraging and branded content creation.  Over the past 10 years, Eccles has worked with advertising agencies to deliver creative and effective solutions for global brands.

Meanwhile, Curtis has been quietly building one of Brisbane’s most recognisable immersive tech companies, Activate Studios. Curtis is a pioneer in the space, having produced incredible projects such as the award winning ‘Underwater Adventure’ for LendLease in 2017. This was a highly effective AR activation that engaged the local schools and community, drawing more foot traffic and sales to The Sunshine Plaza. Curtis is consistently tapped into the cutting-edge of this technology.  He and his incredible team of creators continue to progress their skills; keeping up with the tech and staying ahead of the curve.

Hyper Theory is a blend of real world experiences with immersive and interactive technology. Creating experiences for consumers to engage with through their own devices across the channels they frequent the most. This is done through the use of AR, VR, 360-degree film, interactive video content and on ground activations.

Says Curtis: “Over the past few years, immersive technology has really found  its feet. The current state of what’s possible [with immersive tech] provides so many amazing opportunities for brands to not only engage and excite consumers, but also understand them  better than ever before. With endless channels to do so, a smart approach to content creation ensures the most bang for your buck!’

Gone are the days consumers need to download another app to experience this innovative technology. The team at Hyper Theory ensure that all content created is able to be amplified across  multiple channels to ensure it is engaging with the right audience, at the right time, on the right platform, answering any and all  questions consumers are asking.

Through the use of Hyper Theory’s interactive video content, brands are able to measure the ROI on brand awareness campaigns via hotspots, branching videos or end card overlays.

Says Eccles: “This allows the viewers to instantly purchase products, event tickets or unlock further information directly on the video content without having to click through to a website for viewing. This creates an engaging interaction for the viewer. The brand is able to collect high level data from all interactions to ensure their campaigns are continually showcasing what their consumers are interested in, leveraging this to drive sales directly from their content.”

Interactive video has a 47% longer view time, is 32% more memorable and viewers are 9 times more likely to make a purchase when compared to standard video. It can be distributed across web, ads, social sites, direct media and publisher channels.

Says Eccles: “We are thrilled to be ahead of the curve, bringing this new level of interactive branded content to Australia. We are excited to see what brands can achieve with this technology. It will be great for this tech to be finally used in a way in which it enhances the consumer’s experience.”

The agency was officially launched in February 2019 based in Morningside, Brisbane.