For a while, his reality was a job as a baker at Tim Hortons and a hobby making video games on the side.
But Barry Morwood doesn’t limit himself to reality. In fact, he’s taught himself how to augment reality – and many other things – as he’s grown his video game hobby into a CEO position at his own digital transformation industry called Smash Reality.
Morwood is entirely self-taught, and his ability to challenge current realities is what made him successful in the industry.
He landed his first job in technology because he asked a lot of questions. They made him a “skunk.” It was his job to find out how to accomplish new ideas brought up by clients. Now he’s built Smash Reality Inc. on that principle, and he’s made his home base in the Admiral Collingwood building overlooking the harbour.
“We go where the wind takes us,” he said. “We marry technology and creative to tell a story. Anything that comes in [from a client] we can make it happen.”
For example, Morwood and his team of developers helped on a project that used artificial intelligence to merge a user-submitted selfie with original artwork of tigers to create an artistic portrait of the user. This was part of one brand’s campaign to help preserve the earth’s wild tiger population.
“We’re agile in the digital space,” said Morwood. “We keep adapting. We make sure we get the right product for our customer.”
He has recruited a strong team of people who can match his passion for the work.
“They are people enthralled with the work,” he said.
He leads a team of five developers and has recently hired a creative designer too. He said the appeal of living and working with Collingwood is strong.
“I call it a beautiful utopia,” he said. His office space overlooks the Collingwood grain elevators and the harbour.
Morwood attended Admiral elementary school, and grade nine at Collingwood Collegiate Institute before his family moved away. When he decided to make Smash Reality his full-time job he knew he wanted to establish his business here. He’s not alone, tech start-ups are increasingly making Collingwood their home base. But Morwood said that fact isn’t what made up his mind.
“I really just love it here,” he said. “I do feel like I made the right choice.”
Morwood’s location features workstations for all his developers as well as a DIY station that includes a 3D printer and supplies for making prototypes and animatronics. If his staff or clients have an idea that requires invention – he encourages them to make it.
“We’re a one-stop-shop,” said Morwood. “If we don’t already have it in-house, we have access to resources to make it happen.”
Smash Reality will open officially with a ribbon cutting and grand opening ceremony on Wednesday, March 7 at 10 a.m. The office is located at 1 First Street, suite 210.
