Ulloa, who was featured in our 2009 Creativity 50, marks another big name signing in Tool's recent effort to bolster its digital ranks, following the additions of indie game developer Jason Rohrer, Flash pro Grant Skinner and head of digital content Dustin Calliff, formerly of Spacedog.
"Signing with Tool will allow me to focus on creativity," Ulloa says about the new partnership. "I like the way Tool portrays their people and the directors. The approach is really nice, they take care of their people."
Papervision has been widely used in commercial projects, including Red Bull, Absolut, Sony Bravia, Renault, Footlocker and Nike. Ulloa also runs his own London-based studio HelloEnjoy, where he works as interactive director. Ulloa is a longtime vet in digital entertainment. In the early '90s he helped to develop videogame titles for Psygnosis and Sony Computer Entertainment Europe, later moving into online advertising for European agencies.
Out of Tool, Ulloa says he hopes to work on "projects that are different and new, where people raise their eyebrows when they see them. I think that is more important than winning awards. I like both but if I had to choose I would prefer to do something that is interesting. By joining Tool I have access to bigger projects that will require me to do things that I would not normally do."
And working in the commercial world only means more growth potential for the technologies he's developing. "I think advertising has been driving a lot of technology without a lot of people paying attention," he says. "Papervision really took off because of advertising. For Papervision to be popular it had to be used by advertising agencies. Advertising is very important because it reaches everyone."
Nevertheless, it's important to keep the tech in check when it comes to commercial applications. "I think with Papervision, people have started to use it just for the sake of using it without looking at the benefits and drawbacks," Ulloa observes. "I think you have to balance what you gain and what you lose. I've seen some projects that are not 3D and people want to use Papervision, and it's like, why? I think it's become something of a fashion trend. Everyone wanted to put Papervision everywhere even if the project didn't need it. Also, people have trouble thinking in 3D, and often what they do in the end, doesn't require a 3D program."
Check out Ulloa speaking at our CAT Conference earlier this year below. He's also set to appear at CAT London on Thursday, November 19.