From Vision to Reality: Rob on the Roots of AR Media

‘Yes Sir, I can go to Texas and tour the states for 4 weeks filming’

We sat down with Director of AR Media, Rob Fairhurst, for a broader conversation on the history of our company. Find out more below.

Rob, can you tell us a little more about what inspired you to start a media production company?

Rob: I have loved filming things since I was a teenager – my friends and I would choreograph and film martial arts scenes and I still have the lumps to prove it! We would also go off and film comedy shows and concerts. I just loved getting to see the world through a lens and realised it afforded some very unique opportunities. I wanted to be a camera operator first and foremost; seeking projects that I felt passionate about. To do this, it meant creating a business around that.

Was there a specific moment when you knew this was the right path?

Rob: I assisted a group of filmmakers in making a horror feature film back in 2000. It was amazing because they were creatively up for anything… we had an absolute blast and I learnt so much in the space of that one film, making friends for life. We have a hundred stories to tell, plus, I even fell in love with one of them. You ask how I knew this was the right path, how could it be wrong?!

What gap in the industry were you hoping to fill when you launched the company?

Rob: To be honest I had no idea, I was caught somewhere in the middle between shooting music videos and wanting to really make longer length stories for audiences. We headed to Cannes and made short films of all sorts trying to figure it out.

What was the original vision for the company, and how has it evolved over time?

Rob: The original idea behind AR Media was to create visually interesting music-narrative videos, with the goal of eventually moving into some form of filmmaking. But, as we started producing more content for industrial companies we found ourselves filming in the most incredible locations – places you’d never normally get access to.

We shot everywhere from inside nuclear submarines and underground silver mines to solar plants in the Spanish desert and even on the deck of a newly built aircraft carrier. It was surreal. We were given opportunities to experience things most people never would.

I brought the energy and naivety of a young music video director into the world of corporate and industrial shoots – and honestly, I loved every minute of it.

As the company evolved, we embraced new technologies and produced high-quality content across AR, VR, mixed reality, and 360 video. But at heart, I’ve always been a filmmaker.

Now, we’re entering a completely new chapter – with AI changing everything. It feels like we’re on the edge of something truly transformative.

What were some of the biggest challenges you faced in the early days?

It was the boring stuff, really… contracts, budgeting, learning about tax returns, VAT, corporation tax, carnets… all those dull but absolutely necessary things that come with running a business.

Can you share a pivotal moment in the company’s journey that really shaped its direction?

Rob: Working with Jeff Wayne was a real highlight. My brothers and I used to listen to The War of the Worlds before bed when we were about 9 or 10. It absolutely terrified us, but we loved it!

Now, to have the chance to work on the animation for Jeff Wayne’s Musical Version of The War of the Worlds feels like a full-circle moment. It connects my childhood to my future.

Being trusted to design sequences for his arena tour – and later, to create scenes featuring Liam Neeson and other guest artists over the next 12 years was incredible.

But what stood out most was Jeff himself. He was a huge inspiration. His work ethic, his openness to collaboration, and the way he approached every project with the enthusiasm of a child – it’s infectious! It was, and still is, a great experience. Nothing but respect.

How did you secure your first big client or project?

Rob: I said: ‘Yes Sir I can go to Texas and tour the states for 4 weeks filming’… which led to 12 years of non-stop projects.

How would you describe the company culture and what do you think makes it unique?

Rob: We’re relaxed, non-competitive and non-micromanaging, I just don’t think it helps.

If you could go back and give yourself one piece of advice at the start, what would it be?

Rob: I’m not sure how to answer this one, because I like the uncertainty of it all! I don’t want to know the answers and find that it’s a bit more thrilling not knowing what’s coming.

Maybe the fear is what drives us.