Welsh Immersive Project Artio Selected for Cannes Film Festival 2026 Immersive Marketplace

Image: Neil R Thomson

A groundbreaking Welsh immersive experience, Artio, has been selected by Media Cymru for presentation at the Cannes Film Festival 2026 Immersive Marketplace, placing Welsh creative innovation firmly on the global stage.

Developed through a collaboration between Media Cymru and Outernet London, Artio is an interactive musical mythscape that reimagines the Arthurian legend through an ecological and feminist lens. Combining original music, gesture recognition and immersive visuals, the experience invites audiences to co-create a living myth – shaped in real time through movement and sound.

Led by creator and producer Ashley McAvoy and creative director Klaire Tanner under CreuTech Ltd, the project brings together a multidisciplinary team of artists and technologists. Contributors include singers Alys Williams and Steve Balsamo, playwright Tracy Harris, producer Matt Eaton, and Eisteddfod Crown-winning poet Owain Rhys.

Media Cymru, which supports research, development and innovation across film, TV, gaming and immersive sectors, partnered with Outernet London in 2025 to fund bold new creative projects for one of the world’s most advanced real-time media environments. Artio was selected as one of two projects designed to push creative and technical boundaries while showcasing the future of Welsh storytelling.

Gavin Johnson, R&D Producer at Media Cymru, said:

“This project has been a great example of a creative businesses innovating. Media Cymru exists to stimulate innovation from ideation through to market. CreuTech have really embraced that opportunity – carrying out rapid R&D to create Artio with a hugely talented team, showcasing it to the public at Outernet London on one of the most advanced screen set-ups in the world and they even have two original compositions as well. And now taking Artio to Marché du Film’s Immersive Market at Cannes to find new distribution opportunities within the immersive sector. Klaire and Ashley have really driven this forward and I can’t wait to see where Artio goes next.”

Cannes Immersive Marketplace 2026

The Immersive Marketplace – launched in 2025 – is a dedicated international platform for projects exploring spatial storytelling, including XR, AI, video mapping and immersive audio. It connects producers, distributors and exhibitors seeking new forms of location-based experiences beyond traditional cinema.

Artio will be presented as part of the official programme:

• Date: 15 May 2026
• Time: 11:20 – 12:20
• Location: Carlton Hotel Cannes, Croisette

A Platform for the Future of Welsh Storytelling

The selection marks a significant milestone for Artio as it moves from R&D into international showcase and distribution conversations. The project demonstrates how music-led storytelling, generative media and audience interaction can combine to create scalable immersive experiences for venues worldwide.

Following its presentation at Cannes, the team will enter the next phase of development – expanding Artio as a touring immersive experience and laying the foundations for a broader slate of work rooted in myth, ecology and place.