Interview with Advisory Board member Rufus Baas: 'Immersive is not just new technology, but a new language'
The CIIIC Advisory Board consists of 21 carefully selected members, who provide solicited and unsolicited advice to our program team on key content areas. As representatives of the IX community and ambassadors of IX in the Netherlands, they are crucial for the connection with the industry. But who are these members, what do they do, and - most importantly - how do they view IX?
In part 7, learning environment designer Rufus Baas from Mediacollege Amsterdam and OASIS (Organised Advancement of Specialists in Immersive Solutions), which collaborates with other vocational schools and companies to train specialists in immersive solutions – watch the ‘brand movie’ here.
‘I believe it is important to create an ecosystem where both the commercial and independent sides of the field can participate robustly. Where there is room, we should utilize it’
‘There is a huge demand coming for people who understand the machine and can create something meaningful with it’
‘Public values are not a prerequisite - they are the compass. Without that direction, we risk letting technology steer what we actually want to steer’
Who are you, what do you do?
‘I work at the intersection of education, technology, and creation, as an innovation manager at Mediacollege Amsterdam and as program director of OASIS, a national collaboration in the field of IX. In these roles, I connect creators, students, researchers, and teachers around new ways of learning, creating, and collaborating.’
Why ‘immersive’, what is your connection with new content/technology?
‘Immersive is not just new technology, but a new language. IX opens up new ways of storytelling, experiencing, and collaborating. It challenges us not only to talk about that world but to step into it. This shift affects everything, from how we create and how we learn to how we give meaning to it. This requires space to explore, without too many predefined frameworks. And that touches me as a creator, as a designer of learning environments, and as a driver of change. It's exciting and fantastic!’
Why did you want to join the Advisory Board, what specifically appealed to you about the program?
‘What attracted me is CIIIC’s ambition to connect IX technology, creation, and social impact. But ambition alone is not enough. There is also a responsibility to ensure that this connection works for all parties in the field. In the Advisory Board, I want to ensure that creators and companies, both large and small, are truly seen. There is a lot of knowledge and experience that is currently underutilized. I find it important that we create an ecosystem where both the commercial and independent sides of the field can participate robustly. Where there is room, we should utilize it.’
What is your IX dream/mission?
‘My mission is a professional, inclusive, and resilient ecosystem for immersive creators in the Netherlands. A sector where experimentation is valued, collaboration is a given, and young designers have access to resources, networks, and platforms. So they can not only participate but also help shape the playing field. And that the Netherlands does not get distracted by hype or fear surrounding new technology, but invests in a sustainable creative infrastructure.’
Which developments in the field do you see that you find important to strengthen and why? Or: what do you see as the most important development in the IX field (as part of the creative industry)?
‘The rise of AI-driven creation is a game-changer. Not because AI takes over everything, but because it fundamentally changes how we create. There is a huge demand coming for people who understand the machine and can create something meaningful with it. This requires new forms of craftsmanship and ethics, and this development should be led by the creative industry, not overtaken. Additionally, it is crucial that we invest in a level playing field. That means focusing on inclusive design, space for creators from different backgrounds, and support for parties that do not automatically have access to networks or resources. Only then can we truly participate as a country in the international forefront.’
Public values play an important role at CIIIC, how do you view them? Extra stimulating or a possible obstacle?
‘As I just mentioned, public values are not a prerequisite - they are the compass. Without that direction, we risk letting technology steer what we actually want to steer. I see it as a creative challenge: how do we create work that is technically, creatively, and ethically progressive? Within CIIIC lies the opportunity to be a leader in this, provided we take creators seriously as co-designers of the future. As long as we remain cautious that it does not become a checklist, but remains an exploratory part of the creation process. Something that is also allowed to be challenging.’
Finally, the Advisory Board provides advice - what is your message to the community? And how can they find and ‘use’ you to possibly share their ideas with the community?
‘Don’t wait on the sidelines. Share what you are working on. Reach out to each other. Say out loud what you need, and build together the things you want to exist. And don’t wait for a grant application to come by.
Use CIIIC as a platform, a means, not an end station. Explore together where the opportunities lie. In the market, in education, in society. And if you’re looking for someone who can brainstorm, connect, or drive initiatives, I am available. I am happy to help build ecosystems, set up networks, or simply make the right connections.
You can reach me via LinkedIn or via CIIIC adviesraad@ciiic.nl.’
Photography: Ben Houdijk