Martin Percy is a pioneering British director, internationally recognised for his groundbreaking work in interactive and immersive filmmaking. Percy combines innovative technology and storytelling to create films that actively engage and transform audiences.

Percy first achieved widespread acclaim with Lifesaver (2012), an interactive crisis simulation film that earned him a Grand Clio Award and featured Daisy Ridley in her first professional role. He expanded this format with the Emmy-winning Heart Class (2019) in the US and the 3x Webby Award-winning Canadian series CardiacCrash (2023).

He also pioneered a new form of interactive cinema, “participatory documentaries,” where audience input shapes the narrative, as seen in Climate Emergency Interactive (2019) and his recent AI-focused project AI Basics: Thrills Or Chills (2023).

Percy’s virtual reality experience Virry VR (2017), filmed in Kenyan wildlife conservancies, received a BAFTA nomination. His notable collaborations include projects with Tate Modern, Tate Britain, the British Film Institute, and the National Theatre, working with acclaimed actors such as Sir Ian McKellen and Sir Derek Jacobi.

His TEDx talk, “How To Save Lives With Interactive Film,” underscores his commitment to using film interactivity for social impact.