Write the experience in ordinary language
Describe what someone sees first, what they do and how the experience ends. “Explore three product features and choose one to discuss” gives the team more direction than “make a futuristic VR world”. State whether visitors act independently, follow a host or perform for a camera.
Then identify the intended output: an understanding, a configuration, a recorded clip or another concrete result. A beautiful environment can be useful, but it should support that outcome. Agree the essential message before choosing effects, interactions or the number of scenes.
Provide an asset register with ownership
| Input | What to include | Decision to settle |
|---|---|---|
| Brand assets | Logos, colours, fonts and usage guidance | Who approves their appearance in the final view? |
| Product information | Approved claims, dimensions and references | Which details must remain accurate? |
| 3D source files | Available models, materials and known file formats | What adaptation or new modelling is needed? |
| Story and language | Script, labels, instructions and narration | Who owns translation and pronunciation approval? |
| Media and sound | Images, video, music and permissions | Where may the result be shown or shared? |
| Technical target | Device, application environment or camera setup | What must pass on the actual system? |
Mark each item as ready, awaiting approval or missing. A logo in an email signature and a complete brand package are different inputs. So are an engineering model and a model prepared for interactive use. Let the production team inspect a sample before estimating adaptation.
Choose the platform early enough to shape the content
For VR, confirm the supported headset, controls and participation mode. For phone-based AR, define how visitors launch it and which devices are supported. Google's ARCore device documentation illustrates that compatibility is checked by device and platform; it should not be assumed for every phone with a camera.
For an XR video zone, define the camera view, guest position, framing and required output orientation. A scene designed to look impressive on a designer's monitor may need changes when people and lighting are added. Epic's in-camera VFX guidance emphasises collaboration between content and stage teams and testing against the intended production setup.
Worked example: a branded product reveal
Imagine a hypothetical brief for a visitor to reveal a product in a virtual workshop. The initial request contains six environments, several gestures and a long spoken introduction. The actual event objective is to explain one product advantage and create a short follow-up conversation.
The first prototype therefore contains one unfinished workshop, one reveal action and three approved visual callouts. The team tests whether a first-time visitor understands the action without repeated coaching. Product specialists check the callouts; the brand owner checks the scene's tone. Only then does the team decide whether extra environments add value.
If the concept becomes a filmed XR scene, review a sample clip with the guest and logo in frame. If it becomes a headset experience, approve it inside the intended headset. Those are different acceptance views. The example is a planning exercise, not a completed REX Lab case.
Use review stages that answer different questions
Approve the visitor flow and script first. Next review a simple working prototype for interaction and timing. Then review visual style, product accuracy and language. The final rehearsal combines the approved content with the actual device or capture system.
Keep one owner for collecting comments and resolving conflicts. A request to change the product message after the scene is finished may affect narration, animation, interface and testing together. Record each approved version and the consequences of changes instead of relying on an informal folder named “final”.
Include edge cases in acceptance: a visitor does nothing, chooses another language, stops early or needs assistance. For a recorded result, test capture and delivery. For a reusable application, confirm how a future content update will be supplied and checked.
Brief checklist
One primary message, target audience and end result.
A beginning, visitor action and clear finish, including an assisted alternative.
Source files, rights and named approval owners for each content category.
Confirmed platform, display or camera arrangement and language list.
Prototype, visual review, final-system rehearsal and reuse deliverables.
Common mistakes include supplying references without a task, assuming existing 3D files are ready for any device and approving only a video of the prototype. The brief should explain what will be inspected directly before the event.
Send the asset register and visitor flow for XR scene and video-zone planning. For a user-controlled experience, add interactive installation design and identify the proposed VR or AR equipment.