Visual effects and animation specialist Cinesite has appointed Adipat Virdi as Executive Director of XR (Global).
Based in the UK, Virdi will join Cinesite’s leadership team and oversee the company’s XR initiatives worldwide.
He joins Cinesite from Facebook owner Meta where he was the Global Creative Product Lead for Immersive, spearheading the Emerging Platforms team’s exploration of VR/XR and immersive experiences.
Virdi has a background in experience design and immersive storytelling, working on projects for brands and organisations such as BBC, Sony, Netflix, Virgin Atlantic, HSBC, Cosworth, Harbour Immersive, NASA, Charlotte Tilbury, Balenciaga, Lamborghini, Nike, IoC, Real Madrid and PagoNXT amongst others.
Virdi will drive Cinesite’s XR strategy, foster collaboration across the company’s global studios, and explore new opportunities for XR applications in areas such as entertainment, fashion and the automobile industry.
Adi’s appointment follows the company’s XR division launch in January 2024.
Since then, it has announced a long-term partnership with Frameless, creators of the UK’s largest multi-sensory art experience.
“We are thrilled to welcome Adi to the Cinesite group. His expertise in XR will be invaluable as we continue to push the boundaries of immersive storytelling and expand our offerings in this rapidly growing market,” said Antony Hunt, CEO of Cinesite.
You are not signed in
Only registered users can comment on this article.
Netflix withdraws from race to acquire Warner Bros Discovery
Netflix has withdrawn from the race to acquire Warner Bros Discovery, leaving the way clear for Paramount Skydance to win the months-long battle for the historic Hollywood studio.
UK set to enhance regulation of major streamers such as Netflix and Disney+
The UK's biggest video-on-demand services will have to follow the same content and accessibility rules as traditional broadcasters, under new government legislation.
Avatar: Fire and Ash leads at Visual Effects Society awards
Avatar: Fire and Ash was the big winner at the Visual Effects Society’s 24th Annual VES Awards, taking home seven awards in total, including the top prize of Outstanding Visual Effects in a Photoreal Feature.
Charity publishes set of principles for mentally healthy productions
The Film and TV Charity has unveiled its new ‘Principles for Mentally Healthy Productions’ to help address systemic pressures and poor working practices across the UK screen sector, aiming to improve culture and conditions on productions.
Warner Bros Discovery and BBC report strong Winter Olympics viewing
Warner Bros. Discovery (WBD) and the BBC have both reported strong viewership results for their coverage of the Olympic Winter Games for Milano-Cortina 2026.
