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.
SMPTE, EBU, and ETC research AI’s impact on the media
The Society of Motion Picture and Television Engineers (SMPTE) has teamed up with the European Broadcasting Union (EBU) and the Entertainment Technology Center (ETC) on a new engineering report on artificial intelligence (AI) and its effect on media.
Nigel Warner to succeed John McVay as CEO of Pact
UK producers' body Pact has named Nigel Warner, UK Policy Consultant to the Motion Picture Association and Special Counsel at Lexington, as its next CEO.
UK film and TV industry backs clean power plan
The UK film and TV industry has agreed on a plan to permanently shift to clean solutions for temporary power on sets.
Sky’s Priya Dogra to become Chief Executive of Channel 4
Priya Dogra will become the next Chief Executive of Channel 4. Currently Chief Advertising, Group Data, and New Revenue Officer at Sky, Dogra will succeed interim Jonathan Allan in March 2026.
One Battle After Another, The White Lotus, and Adolescence lead Golden Globe nominees
One Battle After Another, The White Lotus, and Adolescence have emerged as the frontrunning films and TV shows for the 2026 Golden Globes.
