How To Make VR That People Really, Really Like (Hint: Don't Forget The Kittens)

When I think about what makes a fun VR experience, I constantly come back to the work of Tyler Hurd: lead artist on a batch of experiences that can best be described as smile machines. His beat-heavy bits basically force participants to dance like they just don't care (a trick aided by the fact that eye-covering VR headsets allow you to pretend that you're dancing like nobody is watching). When I first came across his work at the Tribeca Film Festival, where his VR video the Future Islands song Old Friend made a well-received appearance, I spent a fair chunk of time simply watching people glow with joy as they danced with abandon. This January at the Sundance Film Festival, I witnessed a similar stream of smiles with his newest experience, Chocolate, which he produced with Viacom Next. Towards the end of Sundance, I caught up with Tyler to talk about his new experience, and what the secret is to making VR that people seem to really, really like.