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Aviation itself is one of humankind\u2019s great technological marvels \u2013 something that can be easy to forget when we\u2019re wedged between passengers in coach on some redeye flight. Neutral Digital\u2019s Greg Caterer is using another one of our technological revelations \u2013 XR \u2013 to reinvent the airline industry, everything from designing aircraft, marketing at trade shows, and making the flight more comfortable for the passenger.\n\n\n\n\n\n\n\nAlan: Today\u2019s guest is Greg\nCaterer. Greg is the chief operating officer at Neutral Digital, an\nend-to-end immersive content creator, focusing on the luxury travel\nsector. Neutral Digital is an aviation-focused content creation house\nat the cutting edge of immersive interaction solutions; they deliver\naugmented reality, virtual reality, digital design, architectural\nvisualization, in-flight entertainment solutions, and apps and\nwebsites for the aviation industry. In a nutshell, they deliver\ntechnology for clients\u2019 campaigns. The Neutral Digital team consists\nof professionals with a wide-ranging expertise in VR digital\nexperience, design, software development, and CGI production. Neutral\nDigital can be found at neutral.digital. Welcome to the show, Greg.\n\n\n\nGreg: Thank you very much, Alan.\nThanks for having me on the show.\n\n\n\nAlan: My absolute pleasure. I\u2019m\nreally excited to learn about the stuff you\u2019re doing. I\u2019ve seen some\nof the videos, I\u2019ve seen what you guys are doing; holy crap. It\u2019s\nreally, really awesome, the stuff you\u2019re doing.\n\n\n\nGreg: Thank you. Yeah, it is.\nWe\u2019re certainly very proud of all the work that we\u2019ve been doing,\nparticularly since specializing in the aviation sector, and then\nobviously more broadly, the travel sector as well. We feel as though\nwe get the chance to educate an industry, as well as creating and\nselling a product, and really helping to define exactly how this\nniche can use extended reality, and in particular, virtual reality\ntechnology. So, yeah, we\u2019re very proud of what we do.\n\n\n\nAlan: So, okay \u2014 let\u2019s get\nright into this. One of the things that blew me away was the\nphotorealism that you guys have created of 3D models and virtual\nenvironments, of being in an airplane. Maybe explain \u2014 if you can,\nspeak to brands that are using this; if you can\u2019t, that\u2019s fine \u2014 but\nspeak to what it is you\u2019re building, and why that\u2019s important.\n\n\n\nAnd let\u2019s unpack this, because if\nyou\u2019re somebody who\u2019s in the aviation world, this is a technology\nthat can be used right across your enterprise; from previsualization,\nmarketing, sales, training, remote assistance, remote collaboration\n\u2014 it can be used everywhere. So, what is the focus of what you guys\nhave been doing, and what are the results that people are seeing?\n\n\n\nGreg: You\u2019re absolutely right\nwith your observation, Alan, about it. Especially the breadth of use\ncases that this technology has. \n\n\n\n\nSo, there\u2019s a lot in this. I\u2019m going to\ntry and condense this down to a relatively concise answer. But\nbroadly speaking, because of the replicability and the repeatability\nof everything that\u2019s created in CG, we would build experiences that\nfocus on marketing, training, and design for airlines, the component\nmanufacturers, the training bodies, et cetera. Anybody who\u2019s got\nanything to do with aviation, whether it\u2019s the high cost of\nacquisition for the product itself, or whether something intensely\nphysical that needs to be shown off. \n\n\n\n\nSo, a really good use case \u2014 and one\nof the main workstreams and strands that we tend to focus on \u2014 is\nmarketing. There\u2019s a very, very big cost benefit to this, and also,\nit calls out, perhaps, the benchmark technology that existed bef