
RAFFAELLA CAMERA
INTERVIEW
BLENDING NATURE, HUMANITY AND TECHNOLOGY. THE NEW CONNECTION IN VIRTUAL WORLDS.
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From the evolving relationship between brands and consumers, to the influence of gaming and the creative potential of digital spaces,raffaella camera invites us to reflect on the future of immersive technologies and 3d virtual worlds, as not merely tools but catalysts for deeper, more meaningful human experiences.
Today, Raffaella Camera stands out as a leading figure in technological innovation within virtual worlds. She has transformed her passion for creativity into a professional journey that is shaping the future of 3D-based digital environments.
Her vision redefines how we engage with these technologies, viewing them not just as tools but as platforms that foster connection, creativity, and authenticity.
She views gaming as more than just a booming industry—it’s a cultural gateway for younger generations, skilled in navigating three-dimensional spaces and crafting digital identities through avatars and user-generated content. This evolution inspires brands to integrate seamlessly into digital ecosystems, transforming product communication into immersive experiences that enhance engagement without breaking the natural flow of interaction.
By reshaping the dynamics between brands and consumers, Raffaella reveals how digital spaces can serve as creative platforms that champion inclusion and human connection. Her work embodies a humanistic approach to technology, urging us to recognize its potential not just for innovation but for cultivating meaningful relationships and experiences.
Raffaella reminds us that technology has the power to amplify the beauty of the real world, reconnecting us to nature’s lessons of harmony and balance. As the digital and physical worlds become increasingly intertwined, she challenges us to preserve our humanity and sense of community, transforming pixels into bridges for a more inclusive and regenerative future.
Interview
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How do you perceive the shift in the relationship between brands and consumers in a context where 3D Internet is transforming interaction methods? Are consumers ready for this transition?
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"Today’s consumers, especially younger ones, are more discerning than ever when it comes to marketing. They’ve grown wary of traditional, one-sided messaging and are increasingly drawn to brands that offer authenticity, transparency, and innovative products, reaching them in their new hangout places. This shift is evident in the clamoring demand for sustainable products and the growing influence of peer reviews—whether it’s the trustworthiness of a friend’s recommendation on Snapchat or the authoritative voice of a Reddit thread before making a purchase. Younger audiences are seeking experiences where brands can naturally insert themselves into their worlds, rather than disrupt them. That’s why gaming platforms like Roblox and Fortnite have become essential touchpoints. In fact, last year, consumers spent more time on these platforms than across all social media channels combined. In these virtual spaces, young people are not just passive consumers—they’re active participants, meeting friends, engaging in conversations, and immersing themselves in a world where brands can authentically connect."
“It’s about creating moments that enhance the journey, not interrupt it.”
Do you believe that the generational shift, with younger audiences already immersed in three-dimensional digital environments, could accelerate the adoption of virtual worlds and enhance engagement compared to previous technologies?
For brands hoping to engage younger consumers, it’s no longer enough to just have a presence—they need to meet them where they already are, speaking the same language and fitting seamlessly into their digital lives. Traditional advertising, once a staple of marketing, is now a surefire way to lose attention. Gamers, and younger audiences in general, have become so adept at tuning out overt ads that they’ll quickly bounce to another experience if they feel sold to. The key, then, is to subtly weave branded elements into existing spaces—whether it’s through user-generated content, mini-games, sponsored characters, or branded items in popular games. Instead of creating a whole new branded universe that demands their time and attention, the goal is to integrate in a way that feels organic, where the brand becomes a natural part of the experience they already love.
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Which industries do you think are leveraging these technologies most effectively? The involvement of major brands could act as a driving force, accelerating the adoption of such innovations. How do you see their role in setting a benchmark for other companies?
Historically, industries like entertainment and automotive have led the charge in adopting 3D technologies, using them to streamline product design, test materials, and create immersive consumer experiences. In entertainment, for example, virtual production tools have revolutionized everything from shooting on virtual stages to automating animation, while automotive brands leverage 3D to design cars or visualize retail spaces. But now, the next frontier for 3D technology is in the world of lifestyle brands. These companies are quickly catching on, integrating 3D tools and gaming platforms into their design and marketing strategies. They’re not only using 3D to create physical products, but also expanding into the digital realm with virtual goods like skins, user-generated content (UGC), virtual try-ons and even tech-embedded garments. Big players like LVMH, Nike, Gucci, and e.l.f. are already leading the way, setting the stage for smaller brands to follow suit, building off these early innovations. As they do, they’ll be able to tap into the tested processes and creative concepts that are redefining the future of commerce and consumer culture.
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Considering gaming as a leading industry, do you believe that young people’s familiarity with three-dimensional environments is driving the adoption of these technologies in non-entertainment sectors as well?
Yes. Gaming is more than just a form of entertainment; it’s the gateway to the future of virtual worlds, both from a tech and social perspective. Game engines, initially created to render high-fidelity 3D environments in real time, have become the backbone of industries beyond gaming. These powerful tools are now used by brands in fashion, automotive, and entertainment to create lifelike digital experiences that adapt seamlessly to user interactions. But gaming’s true role as an entry point into virtual worlds goes beyond technology—it’s about how users learn to navigate and interact within 3D spaces. Games offer the first blueprint for understanding how to move through virtual environments, communicate with others, and express individuality and emotions through avatars, emotes and skins. These early interactions are shaping the next generation of social entertainment platforms, where digital interaction feels as natural and social as hanging out in real life.
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For many mid-sized companies, the concept of virtual worlds appears to be a risky and complex investment. Do you believe there are strategies that businesses with limited budgets can adopt to begin exploring the potential of the 3D Internet?
Smaller brands don’t need to reinvent the wheel when it comes to embracing new technology—they should focus on using it strategically to solve specific problems. Virtual try-ons, for example, offer a perfect way to let customers experience products from home, while showcasing items in 3D on websites allows shoppers to zoom in and explore every detail. Adding user-generated content (UGC) to popular games is another way to tap into the digital space, creating deeper engagement without a huge upfront investment. Brands can also streamline their own design workflows using 3D tools to make their processes more efficient. While diving into the digital world, it’s smart for smaller brands to keep an eye on the bigger players—learning from their experiments and successes, and preparing to jump in when production workflows and opportunities become even more accessible. The key is to start small, stay flexible, and be ready to scale when the time is right.
“While diving into the digital world, it’s smart for smaller brands to keep an eye on the bigger players—learning from their experiments and successes, and preparing to jump in when production workflows and opportunities become even more accessible."

Beyond her contributions to technology, Raffaella advocates for balance, emphasizing how these advancements can amplify the beauty of the real world. She inspires us to reconnect with nature’s lessons of harmony and connection, reminding us that the future of innovation is not just about creating new realities, but enhancing the one we share.
Image: Raffaella Camera, with the Accenture and Qualcomm team, at the Lumiere Awards
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How can immersive technologies help create digital spaces that foster a sense of community, rather than pushing towards individualistic isolation? Could you elaborate on how you see the balance between the digital and the physical in creating engaging experiences?
While gaming and virtual worlds offer a rich new layer to our digital lives, they’re also a way to bring back more life-like interactivity into a world that’s been dominated by more passive forms of online communication, like websites and social media. But I think 3D technology can do even more—it can elevate and transform real-world events, like concerts or sports games, into something truly transcendent. Take ABBA’s Voyage tour, for example. This groundbreaking event, now running in London for over two years, has sold out every show—seven nights a week—and continues to draw massive crowds, with two more years scheduled. Instead of the band performing live, fans experience their avatars performing on stage, making it more of an event than just a concert. It’s a unique blend of digital and physical, where fans gather to celebrate the music and culture, even though the original artists aren’t physically present. This opens up incredible possibilities for artists, as their music and influence can transcend the limits of time and age. ABBA’s Voyage is just the beginning—there’s even a similar virtual event in the works for the legendary band KISS, proving that this digital revolution is only gaining momentum.
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As an artist, musician, or creative, the metaverse represents a new expressive frontier. What opportunities and challenges do you see for them in terms of creation and monetization in a shared digital space?
In this new digital frontier, creativity knows no bounds. With AI and 3D technology at our fingertips, creators have the power to bring anything to life, unconstrained by traditional norms or structures. Whether it’s designing a game, building immersive virtual worlds, crafting custom avatars, or producing virtual art and clothing, the possibilities are endless. And what’s even more exciting is the ability to monetize these creations in ways that were previously unimaginable. From selling virtual goods to offering unique, user-generated content (UGC), the digital space has become a thriving marketplace where creativity isn’t just celebrated—it’s rewarded. As digital creators, we’re not just making art, we’re building ecosystems. Think of it as “crafting your own digital economy,” where every avatar, every map, every piece of virtual wear becomes part of a constantly evolving creative landscape—and every idea has the potential to become a business. The world is truly your canvas, and now it’s also your store.
The creation of increasingly rich and complex narrative and visual fabrics may lead to user saturation or fatigue, or do you think this hyper-stimulation represents an opportunity to communicate more layered and profound messages, stimulating an unprecedented diversification of languages and aesthetics?
Okay, I hope my colleagues won’t be too upset, but here’s the thing: while virtual worlds are an incredible tool for creativity, I think it’s just as important—if not more—to spend time away from screens and out in the real world, connecting with nature. Our mental and physical well-being thrives when we step outside and embrace the beauty of the planet around us. In fact, I’d argue that nature itself holds far more untapped creativity and inspiration than we often give it credit for. Have you ever thought about how trees “talk” to each other through their root systems, or how animals communicate in ways we barely understand? Imagine if technology could help us bridge that gap, allowing us to connect with other life forms on a deeper level. The conversations we could have with trees, animals, or even the earth itself! What they’ve seen, how they see us, their way of perceiving reality.
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The present and what lies ahead.
In 201 7, Raffaella joined Accenture as Global Head of Innovation & Strategy, developing cutting-edge solutions to help businesses thrive in the post-digital era. Her achievements include winning the prestigious Lumiere Award for a groundbreaking project with Qualcomm and Kellogg’s, where VR with eye-tracking technology was used to recreate a virtual supermarket and study consumer behavior.
Her expertise took center stage at Epic Games, the creators of Fortnite and Unreal Engine, where she served as Head of Brands for Unreal Engine. Collaborating with some of the world’s most influential lifestyle brands, particularly in luxury, she redefined how companies engage with 3D virtual worlds. Among her standout partnerships was the one with the entire LVMH group, revolutionizing the creative processes of its Maisons through innovations like virtual fitting rooms, digital fashion shows, and digital twins.
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Raffaella also plays a pivotal role in guiding businesses as they navigate virtual worlds, helping them build innovative realities and redefine how they communicate with consumers. Under her guidance, product communication and advertising evolve into immersive storytelling, forging meaningful connections in digitally native environments. Her approach ensures that brands not only adapt to these new realms, but thrive using creativity and innovation to engage audiences in authentic ways.
A visionary in her field, Raffaella views 3D worlds not just as spaces for technological advancement, but as platforms for fostering creativity, connection, and shared experiences. Her work exemplifies the harmonious interplay between technology and humanity, showcasing innovation as a tool for progress and inclusion.
“THERE’S SO MUCH TO LEARN FROM THE NATURAL WORLD—ITS COMPLEXITY, ITS HARMONY, AND ITS INCREDIBLE ABILITY TO SURPRISE US. WHAT IF, INSTEAD OF RETREATING INTO VIRTUAL REALMS, WE USED TECH TO OPEN UP A DIALOGUE WITH EVERYTHING AROUND US? NOW THAT WOULD BE A NEW FRONTIER WORTH EXPLORING!”
Interview with Raffaella Camera conducted by Marco Pittarello.
Raffaella Camera's article, "Blending Nature, Humanity, and Technology: The New Connection in Virtual Worlds," along with her exclusive interview, has been featured in Prompt Magazine 12
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