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.
.jpg)
Expanded Future Tech to showcase the very best in innovation, technology and talent
After a successful debut in 2025, Future Tech returns to Hall 14 of the RAI this year, with more features, more innovation and more of the technologies shaping the next era of media and entertainment.
.jpg)
UK TV industry advocates out-of-hours guidelines
The UK television industry has backed new guidelines to minimise out-of-hours contact to help improve work-life balance in the sector.
.jpg)
EU approves Paramount's WBD acquisition with conditions
The European Commission has approved Paramount Skydance’s proposed $110bn acquisition of Warner Bros. Discovery.
Isabel Davis to become Director of BFI Filmmaking Funds
The British Film Institute (BFI) has named Isabel Davis as Director of its BFI National Lottery Filmmaking Funds.
Netflix uses GenAI on 300 titles in 2026
Netflix has revealed that nearly 300 titles on its platform have used generative AI, from early concept stages and pre-visualisation through to post-production and release.
.jpg)
