Martin Percy

Percy has integrated AI-driven interaction into much of his recent work, adapting films based on input from device cameras, accelerometers, and buttons. Some works also feature AI-generated video. Notable examples include:

• The Adaptive-Media Interview Coach{{cite web |title=Interview Coach |url=https://a-dapt.com/interview-coach/ |website=A-Dapt - Adaptive-Media® Marketing and Soft Skills Tutorial Format |access-date=29 May 2024 |date=9 March 2023}} (2022, UK) – Webby Award Winner,{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2022/ai-metaverse-virtual/general-virtual-experiences/science-education/220082/the-adaptive-media-interview-coach |website=NEW Webby Gallery + Index |access-date=29 May 2024 |language=en}} created by A-Dapt for Nacro, a social justice charity. Uses AI with emotion recognition to train individuals with social challenges for job interviews.{{cite web |title=Nacro Education to pilot A-dapt's digital interview training with learners |url=https://www.nacro.org.uk/news/nacro-education-to-pilot-a-dapts-digital-interview-training-with-learners/ |website=Nacro |access-date=29 May 2024 |language=en |date=11 March 2021}}
• Votre Coach Personnel{{cite web |title=Votre Coach Personnel |url=https://a-dapt.com/vcpcasestudy/#:~:text=Votre%20Coach%20Personnel%20has%20been,say%20and%20how%20to%20prepare. |website=A-Dapt - Adaptive-Media® Marketing and Soft Skills Tutorial Format |access-date=29 May 2024 |date=9 August 2023}} (2023, France) – Webby Award Honoree,{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2024/ai-metaverse-virtual/general-virtual-experiences/science-education/277276/votre-coach-personnel-vcp |website=NEW Webby Gallery + Index |access-date=29 May 2024 |language=en}} created by Adaptive Media France for France Travail. Uses AI with emotion recognition and face detection to give interview training personalised to the user’s age.
• AI Basics: Thrills Or Chills (2023, UK){{cite web |title=Webby |url=https://www.inclusiveaiproject.org/webby |website=IAI |access-date=29 May 2024 |language=en}} – Webby Award Honoree,{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2024/ai-metaverse-virtual/general-virtual-experiences/public-service-activism/297645/ai-basics-thrills-or-chills |website=NEW Webby Gallery + Index |access-date=29 May 2024 |language=en}} funded by Innovate UK. Uses AI-designed environments and AI-generated visualisations of AI chatbots in conversation.

One distinctive form of interactive film made by Percy simulates emergency situations. These require users to make good decisions fast - and thus learn by doing. Notable examples include:

• Fightback (2003, UK){{cite web |title=Fightback 2003 (no training section) | website=YouTube |url=https://www.youtube.com/watch?v=Mxgipxkwv_4 |access-date=30 May 2024 |date=3 August 2021}} – Percy's first experiment with the Interactive Crisis Simulator format, dealing with women’s personal safety. Funded by the London Film and Video Development Agency.{{cite web |last1=s.r.o |first1=Appio Digital |title=London Film and Video Development Agency {{!}} DOKweb |url=https://dokweb.net/database/organizations/about/ba3c3c95-faa2-4462-95f6-c38339767fc2/london-film-and-video-development-agency |website=dokweb.net |access-date=30 May 2024 |language=en}}
• Lifesaver{{cite web |title=Lifesaver |url=https://www.lifesaver.org.uk/ |website=www.lifesaver.org.uk |access-date=30 May 2024}}{{cite web |title=Lifesaver {{!}} Resuscitation Council UK |url=https://www.resus.org.uk/public-resource/how-we-save-lives/lifesaver-learning/lifesaver |website=www.resus.org.uk |access-date=30 May 2024 |language=en}} (2012, UK) – Grand Clio Award Winner,{{cite web |title=CLIO Healthcare Awards {{!}} Digital - Grand CLIO Winners |url=https://www.cliohealthcare.com/catalog/2013/digital/ |website=CLIO Healthcare Awards |access-date=30 May 2024 |language=en}} Webby Winner,{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2014/apps-dapps-and-software/handheld-devices/education-reference-handheld-devices/146118/lifesaver-a-new-way-to-learn-cpr |website=NEW Webby Gallery + Index |language=en}} BAFTA nominee.{{cite web |title=2013 Children's Interactive {{!}} BAFTA Awards |url=https://awards.bafta.org/award/2013/childrens/interactive |website=awards.bafta.org |access-date=30 May 2024}} Made in collaboration with UNIT9 for the Resuscitation Council UK. Initially co-funded by Innovate UK (then known as the Technology Strategy Board{{cite web |title=Technology Strategy Board |url=https://www.gov.uk/government/organisations/technology-strategy-board |website=GOV.UK |access-date=30 May 2024 |language=en |date=16 September 2014}}). Medical directors: Dr Andrew Lockey MBE and Dr Jasmeet Soar.{{cite web |title=Lifesaver {{!}} Resuscitation Council UK |url=https://www.resus.org.uk/public-resource/how-we-save-lives/lifesaver-learning/lifesaver |website=www.resus.org.uk |access-date=11 June 2024 |language=en}} Features the first professional role of Daisy Ridley.{{cite web |title=Lifesaver {{!}} Resuscitation Council UK |url=https://www.resus.org.uk/public-resource/how-we-save-lives/lifesaver-learning/lifesaver |website=www.resus.org.uk |access-date=3 June 2024 |language=en}}
• Lifesaver VR{{cite web |title=Lifesaver VR {{!}} Resuscitation Council UK |url=https://www.resus.org.uk/public-resource/how-we-save-lives/lifesaver-learning/lifesaver-vr |website=www.resus.org.uk |access-date=30 May 2024 |language=en}} (2016, UK) – Webby Award Honoree,{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2018/video/immersive-and-mixed-reality/vr-interactive-game-or-real-time/58081/lifesaver-vr |website=NEW Webby Gallery + Index |access-date=30 May 2024 |language=en}} BAFTA nominee.{{cite web |title=2017 Children's Learning {{!}} BAFTA Awards |url=https://awards.bafta.org/award/2017/childrens/learning |website=awards.bafta.org}} Made in collaboration with UNIT9 for the Resuscitation Council UK.
• Real Talk About Suicide{{cite web |title=REAL TALK ABOUT SUICIDE |url=http://realtalk.film/ |website=realtalk.film |access-date=1 June 2024}} (2019, UK) – Webby Award Honoree,{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2020/video/immersive-and-mixed-reality/documentary-immersive-and-mixed-reality/130522/real-talk-about-suicide |website=NEW Webby Gallery + Index |access-date=1 June 2024 |language=en}} Campaign (magazine) Tech Awards 2020: Winner, Tech for Good.{{cite web |title=Campaign Tech Awards 2020: Tech for Good |url=https://www.campaignlive.co.uk/article/campaign-tech-awards-2020-tech-good/1686842 |website=www.campaignlive.co.uk |access-date=1 June 2024 |language=en}} Crisis simulator film showing how to help someone with suicidal feelings. Made with Grassroots Suicide Prevention{{cite web |title=Grassroots Suicide Prevention {{!}} Educating, Connecting, Campaigning |url=https://prevent-suicide.org.uk/ |website=Grassroots Suicide Prevention |access-date=1 June 2024}} and UNIT9.
• Heart Class (2019, USA) – Emmy Award Winner,{{cite web |title=Wayback Machine |url=https://ohiovalleyemmy.org/files/2020/10/2020_Recipient-List.pdf |archive-url=https://web.archive.org/web/20210419224046/https://ohiovalleyemmy.org/files/2020/10/2020_Recipient-List.pdf |access-date=1 June 2024|archive-date=2021-04-19 }} Webby Award Honoree.{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2020/video/immersive-and-mixed-reality/documentary-immersive-and-mixed-reality/129460/heart-class |website=NEW Webby Gallery + Index |access-date=1 June 2024 |language=en}} CPR crisis simulator film using collective interaction so that groups of people in a classroom can interact with the film via a host. Medical director Dr Lorrel Toft MD.{{cite web |title=Lorrel Toft {{!}} School of Medicine |url=https://med.unr.edu/people/lorrel-toft |website=University of Nevada, Reno |access-date=1 June 2024 |language=en}} Made with UNIT9 and the University of Louisville.
• CardiacCrash (2023, Canada) - 3x Webby Award Winner,{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2023/ai-metaverse-virtual/general-virtual-experiences/science-education/258300/cardiaccrash-monica |website=NEW Webby Gallery + Index |language=en}}{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2023/ai-metaverse-virtual/general-virtual-experiences/public-service-activism/258300/cardiaccrash-monica |website=NEW Webby Gallery + Index |access-date=1 June 2024 |language=en}} Canadian Screen Awards nominee.{{cite web |title=CardiacCrash: Chantal |url=https://www.academy.ca/2024/cardiaccrash-chantal/ |website=Academy.ca |access-date=1 June 2024 |date=6 March 2024}} Medical director: Dr. Lorrel Toft MD. Made with the Heart and Stroke Foundation of Canada. Four CPR crisis simulator films for collective interaction:
• CardiacCrash: Chantal{{cite web |title=CardiacCrash: Chantal Intro |url=https://www.cardiaccrash.ca/chantalsavesalife |website=www.cardiaccrash.ca |access-date=3 June 2024}} (In English, for schools)
• CardiacCrash: Monica{{cite web |title=CardiacCrash: Monica Intro |url=https://www.cardiaccrash.ca/monicasavesalife |website=www.cardiaccrash.ca |access-date=3 June 2024}} (In English, for adults)
• CardiakXpress : Caroline (in French, for schools)
• CardiakXpress : Jessica{{cite web |last1=Foundation |first1=Heart and Stroke |title=CardiakXpress Jessica Trailer |url=https://vimeo.com/864849483 |access-date=3 June 2024 |date=15 September 2023}} (in French, for adults)

Percy discussed the creation and philosophy behind these films in his TEDx talk, Lifesaver: How To Save Lives With Interactive Film{{cite web |title=Lifesaver -- how to save lives with interactive film {{!}} Martin Percy {{!}} TEDxTUHHSalon | website=YouTube |url=https://www.youtube.com/watch?v=5OI-kgj_jkA |access-date=1 June 2024 |date=5 August 2014}} (2016, Germany).

Another distinctive form of interactive film made by Percy are documentaries which use interactivity and audience discussion to make the views of the audience an integral part of the film experience. Notable examples include:

• Climate Emergency Interactive{{cite web |title=CLIMATE INTERACTIVE |url=https://www.climate-film.com/ |website=www.climate-film.com |access-date=1 June 2024}} (2019, UK) – Webby Award Winner,{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2021/ai-metaverse-virtual/general-virtual-experiences/public-service-activism/164808/climate-emergency-interactive |website=NEW Webby Gallery + Index |access-date=1 June 2024 |language=en}} made with UNIT9 and a collaborative group of students and staff for the University of the Arts London.
• AI Basics: Thrills Or Chills (2023, UK){{cite web |title=AI Basics - full version |url=https://www.inclusiveaiproject.org/long-video |website=The Inclusive AI Project |access-date=1 June 2024 |language=en}} – Webby Award Honoree,{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2024/ai-metaverse-virtual/general-virtual-experiences/public-service-activism/297645/ai-basics-thrills-or-chills |website=NEW Webby Gallery + Index |access-date=1 June 2024 |language=en}} funded by Innovate UK.

Percy has created virtual reality (VR) films that use immersive technology and interactive storytelling to engage users in educational and mindfulness experiences. Notable examples include:

• Lifesaver VR {{cite web |title=Lifesaver VR - Trailer |url=https://www.youtube.com/watch?v=6vVEwC03agQ |access-date=7 December 2024 |date=18 July 2019}} (2016, UK) – A Webby Honoree{{cite web |title=Lifesaver VR {{!}} Resuscitation Council UK |url=https://www.resus.org.uk/public-resource/how-we-save-lives/lifesaver-learning/lifesaver-vr |website=www.resus.org.uk |access-date=7 December 2024}} and BAFTA nominee{{cite web |title=2017 Children's Learning {{!}} BAFTA Awards |url=https://awards.bafta.org/award/2017/childrens/learning |website=BAFTA Awards |access-date=7 December 2024}} teaching CPR through a simulated emergency. Developed with UNIT9 for the Resuscitation Council UK.

• Virry VR {{cite web |title=Virry VR - trailer |url=https://www.youtube.com/watch?v=B5ybjp4JXQk |access-date=7 December 2024 |date=16 October 2019}} (2017, UK) – A BAFTA-nominated{{cite web |title=2017 Children's Interactive {{!}} BAFTA Awards |url=https://awards.bafta.org/award/2017/childrens/interactive |website=BAFTA Awards |access-date=7 December 2024}} and Webby-winning{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2017/video/general-video/vr-gaming-interactive-or-real-time/25154/virry-vr |website=Webby Awards |access-date=7 December 2024}} film offering virtual interactions with wild animals. Filmed at Lewa Wildlife Conservancy, Kenya. Created in collaboration with Svetlana Dragayeva{{cite web |title=Svetlana Dragayeva Profile {{!}} %event% |url=https://www.thechildrensmediaconference.com/profile/svetlana-dragayeva/ |website=The Children's Media Conference (CMC) |access-date=2 June 2024}} for Fountain Digital Labs.{{cite web |title=Virry VR |url=http://virryvr.com/ |website=virryvr.com |access-date=2 June 2024}}

• Virry Happy: Mindfulness in Nature VR (2020, UK) – A two times Webby-nominated{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2021/ai-metaverse-virtual/general-virtual-experiences/health-wellness/172166/virry-happy-mindfulness-in-nature-vr |website=Webby Awards |access-date=7 December 2024}} film promoting mindfulness in natural settings, building on Virry VR.

Percy has developed several other distinct types or formats of interactive film. Notable examples include:

In the 2000s, Percy created a number of interactive talks for the British Film Institute (BFI) and the Royal National Theatre, sponsored by BT. In these talks, celebrated individuals would ask the user questions and then respond to their response. These were built using Adobe Flash and so are no longer viewable. However links to screengrab recordings are given where available. Notable examples include:

• National Theatre: A Conversation with Sir Ian McKellen {{cite web |title=A Conversation with Sir Ian McKellen | website=YouTube |url=https://www.youtube.com/watch?v=CGS2NU3CEfo |access-date=3 June 2024 |date=21 July 2019}} (2007, UK) – BAFTA nominee.{{cite web |title=2007 Television Craft Interactive Innovation {{!}} BAFTA Awards |url=https://awards.bafta.org/award/2007/tvcraft/interactive-innovation |website=awards.bafta.org |access-date=2 June 2024}} Emmy nominee,{{cite web |last1=Schneider |first1=Michael |title=Emmy pushes Web envelope |url=https://variety.com/2007/digital/awards/emmy-pushes-web-envelope-1117968337/#noms |website=Variety |access-date=3 June 2024 |date=11 July 2007}} 3x Webby nominee.{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2008/video/general-video/documentary-individual-episode/153588/a-conversation-with-sir-ian |website=NEW Webby Gallery + Index |access-date=2 June 2024 |language=en}}{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2008/websites-and-mobile-sites/general-desktop-mobile-sites/broadband/153586/a-conversation-with-sir-ian |website=NEW Webby Gallery + Index |language=en}}{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2009/video/performance-craft/best-use-of-interactive-video/151852/a-conversation-with-sir-ian-mckellen |website=NEW Webby Gallery + Index |access-date=2 June 2024 |language=en}}
• BFI Screenonline Archive Interactives.{{cite web |title=BFI Screenonline: Tours |url=http://www.screenonline.org.uk/archiveinteractives/index.html |website=www.screenonline.org.uk |access-date=3 June 2024}} Made in collaboration with Mark Duguid{{cite web |title=Mark Duguid {{!}} BFI |url=https://www.bfi.org.uk/sight-and-sound/greatest-films-all-time/all-voters/mark-duguid |website=www.bfi.org.uk |access-date=3 June 2024}} and Richard Paterson{{cite web |title=University of Glasgow - Schools - School of Culture & Creative Arts - Research - Centre for Cultural Policy Research - Research Associates - Richard Paterson |url=https://www.gla.ac.uk/schools/cca/research/ccpr/researchassociates/richardpaterson/ |website=www.gla.ac.uk |access-date=3 June 2024}} of the BFI, these used notable figures to explore British Film history:
• Derek Jacobi on the GPO Film Unit{{cite web |title=GPO Film Unit introduced by Sir Derek Jacobi - intro | website=YouTube |url=https://www.youtube.com/watch?v=Pd0WeZmQIOQ |access-date=3 June 2024 |date=4 October 2009}} (2007, UK) – Webby Award Honoree.{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2009/video/performance-craft/best-use-of-interactive-video/151853/british-film-history--the-gpo-film-unit |website=NEW Webby Gallery + Index |access-date=3 June 2024 |language=en}}
• A Conversation with Julie Walters{{cite web |title=BFI Screenonline Julie Walters - highlights | website=YouTube |url=https://www.youtube.com/watch?v=zdp3lSjPD-U |access-date=3 June 2024 |date=29 July 2021}} (2007, UK)
• Malcolm McDowell on Free Cinema{{cite web |title=BFI Screenonline - Malcolm McDowell on Free Cinema - all | website=YouTube |url=https://www.youtube.com/watch?v=LlREAtsgFyg |date=29 July 2021}} (2006, UK)
• Jonathan Ross on Ealing Studios{{cite web |title=BFI Screenonline - Jonathan Ross on The GPO Film Unit | website=YouTube |url=https://www.youtube.com/watch?v=xwBbb0xsRSw |date=29 July 2021}} (2006, UK)
• Paul Merton on early film comedy{{cite web |title=BFI Screenonline - Paul Merton on Silent Comedy | website=YouTube |url=https://www.youtube.com/watch?v=rImV1R5KqAE |access-date=3 June 2024 |date=7 August 2021}} (2005, UK)

In the 2000s, Percy created interactive films for Tate Modern, Tate Britain, Tate Liverpool, Tate St Ives, and Tate Online, many in collaboration with Will Gompertz and Tate Media, and all sponsored by BT. These used dozens or hundreds of video loops to allow users to explore artworks or locations depicted with film rather than with stills. To this he added interviews, music tracks, and stories as appropriate. He later used the same approach for the Asian Art Museum (San Francisco). Notable examples include:

• Asian Art Museum (San Francisco): The Bali Temple Explorer {{cite web |title=The Bali Temple Explorer - Intro | website=YouTube |url=https://www.youtube.com/watch?v=8TCsy6VWRww&t=5s |access-date=4 June 2024 |date=14 May 2012}}{{cite web |title=Bali Temple Explorer - Linear Video Version | website=YouTube |url=https://www.youtube.com/watch?v=A9taCmTB06U |access-date=4 June 2024 |date=25 February 2011}} (2011, USA) – Webby Award Winner.{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2011/video/general-video/travel-lifestyle/150821/the-bali-temple-explorer |website=NEW Webby Gallery + Index |access-date=4 April 2024 |language=en}}
• Tate Kids: The Secret Dancer{{cite web |last1=Percy |first1=Martin |title=The Secret Dancer - preview |url=https://vimeo.com/277793870 |access-date=4 June 2024 |date=30 June 2018}} (2010, UK) – BAFTA nominee,{{cite web |title=2010 Children's Interactive {{!}} BAFTA Awards |url=https://awards.bafta.org/award/2010/childrens/interactive |website=awards.bafta.org |access-date=6 April 2024}} Webby Nominee.{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2010/video/performance-craft/best-use-of-interactive-video/141585/the-secret-dancer |website=NEW Webby Gallery + Index |access-date=6 April 2024 |language=en}}
• Tate St Ives: Barbara's Garden{{cite web |title=Tate St Ives - Barbara's Garden - 2.5m | website=YouTube |url=https://www.youtube.com/watch?v=5tyxXe-Vytc |access-date=4 June 2024 |date=10 August 2021}} (2009, UK) – Webby Nominee.{{cite web |title=Webby Nominees |url=http://www.webbyawards.com/webbys/current.php?media_id=96&season=14 |access-date=8 April 2024 |date=15 April 2010| archive-url=https://web.archive.org/web/20100415194949/http://www.webbyawards.com/webbys/current.php?media_id=96&season=14 | archive-date=2010-04-15 }}
• Tate Liverpool: The One That Spoke to Me (2008, UK) – Webby Honoree,{{cite web|url=http://www.webbyawards.com/webbys/current_honorees.php?media_id=96&category_id=11&season=13 |title=Webby Honorees |accessdate=October 4, 2009 |url-status=dead |archiveurl=https://web.archive.org/web/20090417102300/http://www.webbyawards.com/webbys/current_honorees.php?media_id=96&category_id=11&season=13 |archivedate=April 17, 2009}} Emmy nominee.{{cite web |title=News & Documentary Emmy Nods Announced {{!}} International Documentary Association |url=https://www.documentary.org/blog/news-documentary-emmy-nods-announced |website=www.documentary.org |access-date=6 April 2024 |language=en |date=15 July 2009}}
• Tate Modern: Street Art HD{{cite web |title=Tate Modern: Street Art - Intro | website=YouTube |url=https://www.youtube.com/watch?v=EhUPQn29vwk&t=6s |access-date=4 June 2024 |date=14 May 2012}} (2008, UK) – Webby Honoree,{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2009/video/performance-craft/best-use-of-interactive-video/151850/tate-modern--street-art-hd |website=NEW Webby Gallery + Index |access-date=6 April 2024 |language=en}} Emmy nominee.{{cite web |title=News & Documentary Emmy Nods Announced {{!}} International Documentary Association |url=https://www.documentary.org/blog/news-documentary-emmy-nods-announced |website=www.documentary.org |access-date=6 April 2024 |language=en |date=15 July 2009}}
• Tate Modern: Tate Tracks{{cite web |title=Tate Tracks - Intro |url=https://vimeo.com/393564764 |access-date=4 June 2024 |date=24 February 2020}} (2006, UK) – 3x Webby Honoree.{{cite web |title=Webby Honorees |url=http://www.webbyawards.com/webbys/current_honorees.php?media_id=96&category_id=44&season=12 |access-date=6 April 2024 |date=11 April 2008| archive-url=https://web.archive.org/web/20080411215850/http://www.webbyawards.com/webbys/current_honorees.php?media_id=96&category_id=44&season=12 | archive-date=2008-04-11 }}{{cite web |title=Webby Honorees |url=http://www.webbyawards.com/webbys/current_honorees.php?media_id=96&category_id=15&season=12 |access-date=6 April 2024 |date=16 December 2008| archive-url=https://web.archive.org/web/20081216162221/http://www.webbyawards.com/webbys/current_honorees.php?media_id=96&category_id=15&season=12 | archive-date=2008-12-16 }}{{cite web |title=Webby Honorees |url=http://www.webbyawards.com/webbys/current_honorees.php?media_id=96&category_id=19&season=12 |access-date=6 April 2024 |date=12 April 2008| archive-url=https://web.archive.org/web/20080412211322/http://www.webbyawards.com/webbys/current_honorees.php?media_id=96&category_id=19&season=12 | archive-date=2008-04-12 }}
• Tate Britain: The BT Series{{cite web |title=Tate Online: The BT Series |url=http://www.tate.org.uk/btseries/ |access-date=3 June 2024 |date=5 July 2011|archive-url=https://web.archive.org/web/20110705185459/http://www.tate.org.uk/btseries/ |archive-date=2011-07-05 }} (2005, UK) – 2x Webby Honoree.{{cite web |title=Webby Honorees |url=http://www.webbyawards.com/webbys/current_honorees.php?media_id=96&category_id=11&season=11 |access-date=8 April 2024 |date=7 June 2011| archive-url=https://web.archive.org/web/20110607064735/http://www.webbyawards.com/webbys/current_honorees.php?media_id=96&category_id=11&season=11 | archive-date=2011-06-07 }}{{cite web |title=Webby Honorees |url=http://www.webbyawards.com/webbys/current_honorees.php?media_id=96&category_id=15&season=9 |access-date=8 April 2024 |date=7 June 2011| archive-url=https://web.archive.org/web/20110607064907/http://www.webbyawards.com/webbys/current_honorees.php?media_id=96&category_id=15&season=9 | archive-date=2011-06-07 }}

Created in collaboration with Svetlana Dragayeva{{cite web |title=Svetlana Dragayeva Profile {{!}} %event% |url=https://www.thechildrensmediaconference.com/profile/svetlana-dragayeva/ |website=The Children's Media Conference (CMC) |access-date=2 June 2024}} for Fountain Digital Labs.{{cite web |title=Virry VR |url=http://virryvr.com/ |website=virryvr.com |access-date=2 June 2024}} These films combine video and interactivity via buttons, microphone and accelerometer to give users "the fairy tale feeling that they’re interacting directly" real wild animals.{{cite web |title=Virry: how do you give kids the feeling they're feeding a real, live lion? |url=https://www.gamedeveloper.com/design/virry-how-do-you-give-kids-the-feeling-they-re-feeding-a-real-live-lion- |website=www.gamedeveloper.com |access-date=2 June 2024 |language=en}} Notable examples include:

• Virry{{cite web |title=Virry Health |url=https://www.virryhealth.com/products/virry-app |website=www.virryhealth.com}} (2017, UK) – BAFTA Award winner,{{cite web |title=2015 Children's Interactive: Original {{!}} BAFTA Awards |url=https://awards.bafta.org/award/2015/childrens/interactive-original |website=awards.bafta.org |access-date=2 June 2024}} Webby Award Winner,{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2015/apps-dapps-and-software/tablets/family-kids/158927/virry |website=NEW Webby Gallery + Index |access-date=2 June 2024 |language=en}} filmed at Durrell Wildlife Conservation Trust,{{cite web |last1=Ngusaru |first1=Nelson |title=Education is key in the fight to save our elephants {{!}} The Independent |url=https://www.independent.co.uk/voices/campaigns/giantsclub/education-is-key-in-the-fight-to-save-our-elephants-a7229311.html |website=The Independent |access-date=2 June 2024 |language=en |date=6 September 2016}} Jersey and other locations.
• Virry VR{{cite web |title=Virry VR |url=http://virryvr.com/ |website=virryvr.com |access-date=2 June 2024}} (2018, UK) – Webby Award winner,{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2017/video/general-video/vr-gaming-interactive-or-real-time/25154/virry-vr |website=NEW Webby Gallery + Index |access-date=2 June 2024 |language=en}} Webby Award Honoree,{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2017/video/general-video/vr-gaming-interactive-or-real-time/25154/virry-vr |website=NEW Webby Gallery + Index |access-date=2 June 2024 |language=en}} filmed at Lewa Wildlife Conservancy,{{cite web |last1=Ngusaru |first1=Nelson |title=Education is key in the fight to save our elephants {{!}} The Independent |url=https://www.independent.co.uk/voices/campaigns/giantsclub/education-is-key-in-the-fight-to-save-our-elephants-a7229311.html |website=The Independent |language=en |date=6 September 2016}} Kenya.
• Virry Happy: Mindfulness in Nature VR{{cite web |title=Virry Health |url=https://www.virryhealth.com/ |website=www.virryhealth.com}} (2020, UK) – 2x Webby Nominee,{{cite web |title=NEW Webby Gallery + Index |url=https://winners.webbyawards.com/2021/ai-metaverse-virtual/general-virtual-experiences/health-wellness/172166/virry-happy-mindfulness-in-nature-vr |website=NEW Webby Gallery + Index |access-date=2 June 2024 |language=en}} also filmed at Lewa.

Research on the effectiveness of Percy's work includes:

• The School Lifesavers Study by Dr. Joyce Yeung et al., published in Resuscitation,{{cite web |title=Lifesaver learning {{!}} Resuscitation Council UK |url=https://www.resus.org.uk/public-resource/how-we-save-lives/lifesaver-learning |website=www.resus.org.uk |access-date=4 June 2024 |language=en}}{{cite web |title=School Lifesavers Study PDF download |url=https://www.resus.org.uk/sites/default/files/2020-06/The%20school%20Lifesavers%20study%20-%20Yeung.pdf |website=Resuscitation Council UK |access-date=4 June 2024}} found that Lifesaver alone was 29% more effective than traditional face-to-face training alone. Combined with traditional CPR training, Lifesaver was 110% more effective than traditional face-to-face training alone.
• A New Era of Lay Rescuer CPR Training: An Interactive Approach for Engaging High Schoolers{{cite journal |last1=Toft |first1=Lorrel E.B. |last2=Richie |first2=Jamaal |last3=Wright |first3=John M. |last4=Amraotkar |first4=Alok |last5=Katrapati |first5=Praneeth |last6=Fulmer |first6=Sara |last7=Dainty |first7=Katie N. |last8=Chugh |first8=Sumeet S. |last9=Halperin |first9=Henry |title=A New Era of Lay Rescuer CPR Training |url=https://www.jacc.org/doi/10.1016/j.jacc.2022.09.040 |journal=Journal of the American College of Cardiology |access-date=4 June 2024 |pages=2251–2253 |language=en |doi=10.1016/j.jacc.2022.09.040 |date=December 2022|volume=80 |issue=23 |pmid=36456055 }} by Lorrel E.B. Toft M.D., Jamaal Richie M.D., John M. Wright M.D. et al., published in the Journal of the American College of Cardiology, found that Heart Class was 51% more effective at teaching CPR than comparable traditional classroom CPR training.
• Lifesaver app teaches CPR by throwing you into the action: Crisis simulator fuses interactivity with live-action film to show you how to respond to heart attacks and choking{{cite web |title=Lifesaver learning {{!}} Resuscitation Council UK |url=https://www.resus.org.uk/public-resource/how-we-save-lives/lifesaver-learning |website=www.resus.org.uk |access-date=4 June 2024 |language=en}}{{cite web |title=Elsevier Connect |url=https://www.elsevier.com/connect/lifesaver-app-teaches-cpr-by-throwing-you-into-the-action |website=www.elsevier.com |access-date=4 June 2024 |language=en-us}} by Dr Jasmeet Soar, published in Resuscitation.

{{Reflist|colwidth=30em}}

{{External links|date=June 2024}}

Official

• [http://www.martinpercy.com MartinPercy.com]
• [https://www.unit9.com/director/martin-percy Overview of Percy's work] at website of UNIT9

Talks

• [https://www.youtube.com/watch?v=5OI-kgj_jkA TEDx talk: Lifesaver: how to save lives with interactive film] (2015, Germany).
• [https://www.youtube.com/watch?v=lnPHhtSe9aw BAFTA winner's acceptance speech] at the BAFTA Children's Awards (2017, UK).

Interviews

• [https://www.youtube.com/watch?v=KDXaMB-yySU The Power of Interactive Film] interview by Kimberly Goh (2022, USA).
• [https://www.youtube.com/watch?v=cIv3eadGj-A The Story Hour Guest: Episode 16 - Martin Percy - Part I] interview by Alison Norrington and Brian Seth Hurst (2022, USA).
• [https://www.youtube.com/watch?v=oT0iZuWvc8k The Story Hour Guest: Episode 16 - Martin Percy - Part II].

Articles

• [http://www.huffingtonpost.com/2014/01/31/martin-percy-video_n_4577152.html?1391190799 Online Video Could Be So Much Better -- Just Ask Martin Percy] Interview by Betsy Isaacson for The Huffington Post, 2014.
• [https://web.archive.org/web/20110527154421/http://www.contagiousmagazine.com/2011/05/the_internet_native_filmmakers_manifesto.php The Internet Native Filmmaker's Manifesto], by Martin Percy for Contagious (magazine), 2011.

{{DEFAULTSORT:Percy, Martin}}

Category:Alumni of King's College, Cambridge

Category:Living people

Category:Year of birth missing (living people)

Category:British film directors