Make the service environment tangible
An immersive experience can communicate the feeling of entering a technical service environment, rather than only describing what the service does. For IBM Garage, The Frameworks created a 360° VR experience that helped people feel what it was like to enter the Garage. The aim was not to provoke a dramatic emotional reaction, but to evoke the sensation of being there.
The Frameworks argues that authentic storytelling starts with empathy and an understanding of the audience, using research and personas to make the message relevant. Apply that principle by identifying the feeling an audience needs to understand, rather than choosing immersion simply for its format. Global Storytelling: Journal of Digital and Moving Images (2026) identifies production cost, access barriers and culturally variable visual meanings as complications of complex interactive formats.