The brief was to create a 360 degree Virtual Reality Experience for the launch of the new Astra and an interactive film in which the user would become part of the actual piece.The overall creative took its lead from aspirational movie Oceans 11.
In the first part, he user puts on the VR goggles and becomes the star of the scene as they complete the stunt for the film. A groundbreaking piece of VR was filmed at Millbrook Proving ground with a stunt driving setup and a 360 rig. A combination of live action, animation, editing, grading, sound design all combined to make this a really wow piece.
For the trailer, another intensive shoot took place over 2 long days all around London. and was edited and graded in a stylistic way to fit in with the above the line campaign. Sitting in a pod, the user gets their picture taken and these are automatically comped into the trailer at specific points so that they essentially become the star of the show.
Astra won the 2010 IVCA Gold award.
Read a detailed overall article about this experiential campaign here.
For some technical information behind the process see my blog.
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