 So we had the SID display week and who are you my name is Robin Burrell and what do you do? I'm the chief product officer of my own company called Red Flight Innovation So what is about the red flight? We focus on building immersive experiences across web mobile and more recently virtual reality and augmented reality Immersive experiences like getting inside Experience getting deep getting a really robust experience So kind of making sure that users of whether it's a music app or an augmented reality app or a VR experience that people are really feeling the full richness of Whatever it is that we're creating so not feeling like you're a passive Participant but really having a emotional connection to the content So how do you do that? Is it with 3d or with something else or well, you know, sometimes it's just having a narrative based Mmm exploration into the subject matter So we work with a large range of types of companies and sometimes those companies aren't very exciting But they need some form of narrative in order to draw customers in so we help them define that through the visuals The user experience the taxonomy how you move from page to page Really kind of creating more of a thoughtful approach to mobile and web Storytelling is the coolest thing there is right Well, it's important people interested. Yeah, it's what keeps people interested and we're here in Hollywood You based around here. Yes, and so so that is that why you you you you work with that? You know what? It's real easy to be here in Los Angeles and kind of because you're in like an Economic cluster of entertainment and media. So I think companies that are thinking about more of like that consumer entertainment Aspect to the way people connect Easy to easier to do here in Los Angeles because you have access to a lot of great creatives And easier maybe to explain to the customers that why they need because they're like, oh, of course, we're in Hollywood We need something like that, right? We need to we need to not be having a boring Company things definitely have a lot more flair here out of Los Angeles So you were here the the woman in tech events. So what were you talking about right there? I was really speaking more about my journey Just how I have gotten to where I am today how we started out in film and TV But because I've always been very much attracted to technology I've ended up in a space where I get to create digital products. So I spoke about my challenges I spoke about some of my triumphs and everything in between the mentors the learning experiences the mistakes and Did you walk around did you see some of the exhibits here at the SID display week? It's like it's like it's a great fit for SID to be right here with the Entertainment. Yeah, no, that's true. I got to walk around a little bit Yeah, and got to see how Oled is really transforming the way that we watch TV So I did get a little bit but tomorrow's my day to actually get a feel of what's here this year because they're they're creating tools that could be useful if you could maybe use them to That would help with this whole Getting in what into the the what's called emerging what you call it emerging technology No, absolutely This all kind of plays a part into the way that technology is transforming the way that we consume content So whether it's a screen with its virtual reality whether it's you know stereoscopic sound Ambisonic sound all of this goes into enriching the way that we kind of get content now. So yeah