Film Commission Torino Piemonte

As part of the European project AVENUE CoVE – ERASMUS+, the masterclass "From Concept to Production: Developing Immersive Experiences" will take place on 9 November 2026, from 10:00 to 13:00 and from 14:30 to 16:00, at Film Commission Torino Piemonte – Sala Paolo Tenna, with Valentina Temporin and John Volpato of ULTRA, moderated by Sara Tirelli and organized by Film Commission Torino Piemonte.

Through a selection of case studies drawn from their professional experience, Valentina Temporin and John Volpato of ULTRA will offer an insight into the creative, production and financial processes behind the realisation of immersive projects. From the conception of an idea to the definition of language and format, from securing funding and production partners through to distribution, the masterclass will explore the key challenges of VR and XR production.

An opportunity to understand the dynamics of the contemporary immersive industry, engaging with production strategies, funding models and creative solutions through concrete examples.

Audience: Students, professionals and anyone wishing to approach the immersive sector.

Date and time: 9 November 2026, 10:00 AM –1:00 PM / 2:30 – 4:00 PM

Venue: Film Commission Torino Piemonte – Sala Paolo Tenna, via Buscalioni 34, Torino

Speakers: Valentina Temporin and John Volpato (ULTRA)

Host: Sara Tirelli

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Over the past ten years, the immersive experience sector has undergone a profound transformation: from a territory of artistic and technological experimentation to an increasingly structured creative and productive ecosystem, characterised by the emergence of new professional figures, production companies, business models and distribution channels.

Through a reflection on the evolution of immersive languages and a selection of case studies, the masterclass will explore the opportunities and challenges involved in creating and producing VR and XR projects, connecting artistic research, technological innovation and economic sustainability.

Drawing on ULTRA's professional journey, the various stages of developing an immersive project will be examined in depth: from ideation to the choice of language and technologies, from building production partnerships to securing funding, through to distribution strategies and audience engagement.

Particular attention will be paid to the role of production companies, the relationship between auteur projects and commissioned productions for brands and institutions, and the opportunities offered by international collaboration, European funding programmes and industry festivals.

The masterclass will also address the relationship between technological evolution and narrative experimentation, exploring how hardware, software and viewing devices influence not only the expressive possibilities available to creators, but also production processes and economic models.

Finally, one of the central issues for the future of the immersive industry will be explored in depth: distribution. Where and how do immersive works meet their audiences today? What formats, spaces and viewing models can help make these experiences accessible and sustainable over time?

Aimed at students, professionals and those wishing to enter the sector, the masterclass will provide tools and concrete perspectives for understanding how an immersive idea can be transformed into a realisable project, capable of finding its place within a constantly evolving creative and industrial landscape.

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Programme

1. New languages and experimentation with the immersive medium – Sara Tirelli

An introduction to immersive languages and their expressive specifics, with particular attention to the narrative, perceptual and artistic possibilities offered by VR and XR media. The session will explore how immersion, spatiality, interaction and the active role of the viewer have opened up new territories of experimentation, redefining some of the conventions of traditional cinematic language.

2. Building an immersive production company: the ULTRA case – John Volpato, Valentina Temporin

How does an immersive production company emerge and develop within the Italian context? Through ULTRA's experience, the session will explore the production and entrepreneurial challenges of an independent company operating across auteur research, cultural production and commissioned projects for brands and institutions. Through concrete case studies, the various stages of developing and producing an immersive experience will be examined, from concept definition to realisation, highlighting the relationship between creative vision, project requirements and economic sustainability.

3. Hardware and software: technology in service of language – John Volpato, Valentina Temporin

Hardware and software are not merely technical tools — they are elements that directly influence narrative possibilities, modes of interaction and audience experience. The session will explore the relationship between technological choices and creative design, addressing the opportunities and complexities introduced by the rapid evolution of devices and development environments, and how technologies can foster more agile production models while also conditioning creative choices, investment, distribution and the long-term sustainability of projects.

4. From experimentation to industry: the development of the international immersive ecosystem – Sara Tirelli, John Volpato, Valentina Temporin

The session will trace the evolution of the immersive sector over the past decade, from the earliest artistic and technological experiments to the gradual construction of an international creative and productive ecosystem. The emergence of new professional figures, production companies and economic models will be analysed, with particular attention to the role of festivals and markets as platforms for visibility, networking and project development. Through concrete examples, the opportunities offered by international co-productions, European funding programmes and professional networks will be explored in depth.

4.1 Business models and distribution: where does an immersive work meet its audience?

Where and how can immersive works be experienced today? Starting from this question, the session will explore the various distribution and viewing models — from festivals and museum installations to location-based experiences, digital platforms and dedicated new spaces. It will examine how distribution channels influence the very design of works, their format, duration and relationship with audiences, with a reflection on the strategies and business models needed to build an accessible and sustainable market.

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The Speakers

ULTRA is a creative technology studio that designs immersive and spatial experiences, live activation systems for brands and cultural institutions. Their work spans Apple Vision Pro, multi-user VR, open gaming platforms, interactive installations, AI interfaces and live activation. Technology is the infrastructure. Presence is the result: ideas that people can step into and that leave a lasting impression. Alongside commissioned projects, Ultra develops original immersive productions: research-based entertainment formats in which storytelling, spatial computing, performance and interaction converge. For Ultra, immersive media are not merely a communication tool — they are a cultural and narrative frontier. Ultra was born from the creative vision of Valentina Temporin and John Volpato, with the support of Spindox S.p.A., an Italian technology group focused on innovation for business. This foundation gives the studio the freedom of an auteur practice and the operational solidity needed to bring ambitious immersive projects from first concept to public launch.

The curator and moderator

Sara Tirelli is an artist and filmmaker with over twenty years of experience in audiovisual production as an author and director across cultural, broadcast and commercial contexts. Alongside this, she has developed artistic research spanning cinema, new media and visual arts, focused on experimentation with moving image languages and emerging technologies. Her works and immersive installations have been presented internationally at venues including Ars Electronica, the Rome Quadriennale, Sonje Art Center in Seoul and Deutsche Bank Kunsthalle. She is a lecturer in Expanded Cinema at Università Iuav di Venezia, Head of Studies at Beldocs XR Academy and a consultant for the European immersive industry.

The event is organised by Film Commission Torino Piemonte as part of the AVENUE CoVE – ERASMUS+ project. To participate, registration via THIS form is required by Thursday 5 November at 11:59 PM.