MyWorld’s research focus enables us to embed research and development (R&D) culture at scale, across the creative technology sector, extending horizons and reducing risks.

Ideas development can consume 20% of effort in a small business and major challenges exist for businesses of all sizes preventing them from investing in, and benefiting from, R&D. MyWorld’s university partners provide R&D expertise and facilities that companies can easily engage with, creating a unique co-development environment that would otherwise be impossible, allowing innovation-led growth for all the businesses engaging in our network. 

MyWorld’s research is focused around the highly inter-related areas of content creation, capture delivery and consumption – the Creative Conitnuum. This focus allows us to drive innovation across all stages of the content lifecycle. Each of the MyWorld research focus areas detailed below explore the different stages of the Creative Continuum through integrated academic-industry collaborations by world-leading organisations, in an established collaborative R&D network. This generates new knowledge and confidence to exploit technical advances, allowing companies to access knowledge, lead innovation and create and maintain a competitive advantage in their industry.  

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The Creative Continuum

“The Creative Continuum is both a philosophy and a way of working. It covers a lot of things that people in the creative sector often think of as being either discrete elements or as an end-to-end process. Creation, production, delivery and consumption are, in fact, highly interdependent.”

Professor David Bull, MyWorld Programme Director

 

The Creative Continuum, at the heart of MyWorld’s research, applies not only to the process of content creation but also the different perspectives and skill sets that are needed to deliver it, resulting in innovative capture, delivery, measurement and tooling for the creative industries.

That might mean computer scientists working with psychologists and ethicists to deliver immersive VR experiences that address privacy concerns. Or a start-up pioneer making use of the specialist expertise of PhD students to find ways for an entertainment company to better engage with their audiences, for example. Such collaborative projects cannot successfully build the next generation of audience experiences without cross-disciplinary teams working together to solve challenges across technology, tooling, media types, formats and narrative.

Learn more

Creative Continuum Diagram

People involved

Adrienne portrait

Adrienne Noonan

Associate Head of Department, Art and Design - UWE

Ana portrait

Ana Levordashka

PDRA - University of Bath

Angeliki portrait

Angeliki Katsenou

Senior Lecturer in Networked Media - University of Bristol

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Dimitra Simeonidou

Professor and Director of Smart Internet Lab - University of Bristol

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Charlotte Butler

PhD - University of Bath

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Crispian Morris

PhD - University of Bristol

Danaë portrait

Danaë Stanton Fraser

Professor of Human Computer Interaction - University of Bath

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Drew MacQuarrie

Lecturer, Department of Computer Sciences - University of Bristol

Anonymous AI headshot

Chen Feng

PhD - University of Bristol

Aaron Zhang Portrait

Aaron Zhang

Lecturer in Visual Communications - University of Bristol

Felix portrait

Felix Carter

PDRA - University of Bristol

Adrian portrait

Adrian Azzarelli

Doctoral Researcher - University of Bristol

Graham portrait

Graham Thomas

Head of Applied Research, Production - BBC

Ho Man Kwan portrait

Ho Man Kwan

PhD student - University of Bristol

Iain portrait

Iain Gilchrist

Professor of Neuropsychology - University of Bristol

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Adam Hartshorne

PDRA - University of Bath

Ildi portrait

Ildi Fogel

Project Coordinator, Smart Internet Lab - University of Bristol

Jo portrait

Jo Gildersleve

Project Manager - University of Bristol

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Siyuan Gou

PhD - University of Bath

Ge Gao portrait

Ge Gao

Postdoctoral Research Associate in Visual Communications - University of Bristol

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Kate Pullinger

Professor of Creative Writing and Digital Media- Bath Spa University

Kirsten portrait

Kirsten Cater

Professor, Department of Computer Science - University of Bristol

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Mandy Rose

Professor, Documentary and Digital Cultures - UWE

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Marina De Vos

Director of Training at ART-AI - University of Bath

David Bull Portrait

David Bull

MyWorld Programme Director. Professor of Signal Processing - University of Bristol

Jakub portrait

Jakub Nawala

PDRA - University of Bristol

Mike portrait

Mike Richardson

PDRA - University of Bath

Anonymous AI headshot

Naomi Smyth

Creative Technologist - Bath Spa University

Anderson portrait

Anderson Bravalheri

Senior Research Associate Smart Internet Lab - University of Bristol

Neill Campbell Portrait

Neill Campbell

Professor, Department of Computer Science - University of Bath

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Obed Samano Abonce

PDRA - University of Bristol

Pui portrait

Pui Anantrasirichai

Senior Lecturer, Department of Computer Science - University of Bristol

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Rachel Pownall

Innovation Manager for MyWorld - Bath Spa University

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Ruth Farrar

Reader in Creative Media & Enterprise - Bath Spa University

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Murray Evans

Systems Engineer - University of Bath

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Justin Worsey

PDRA - University of Bristol

Wenbin portrait

Wenbin Li

Assistant Professor - University of Bath

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Xinyi Wang

PhD student Visual Information Laboratory - University of Bristol

Yuxuan Jiang portrait

Yuxuan Jiang

PhD student - University of Bristol

Anonymous AI headshot

Zhaozhou Wu

PhD - University of Bristol

Anonymous AI headshot

Zihao Qi

PhD student, Bristol Vision Institute - University of Bristol