Inspired by the imagination of children, Net#work BBDO and visual effects and animation agency Sinister Studio applied technology to advertising to create a virtual reality (VR) campaign for Mercedes-Benz South Africa showcasing the new Mercedes-Benz Roadster and Cabriolet driving through magical landscapes.
The agencies’ objective was to make the Mercedes’ global #LookUp campaign a more immersive experience. They achieved this by showing from a child’s perspective what it feels like to sit in the new C-Class Cabriolet.
Brad Reilly, Net#work BBDO’s ECD, explains the inspiration for the campaign: “The insight that as children we look at the world with wonder, but as we grow up and become weighed down with ‘life stuff’, that wonder diminishes, was at the heart of the campaign. We wanted to demonstrate how a Mercedes-Benz cabriolet is able to reawaken that wonder. So, we put a few kids (the wonder experts) in the car and asked them to describe the experience. We then took what they told us and translated that into a fully-immersive VR experience that put people into their world of wonder and imagination to create a test drive like no other.”
In his discussion of the design process on this piece, Reilly says, “The entire world is created in CG [computer graphics] – the car, the characters and the journey are all animated and plotted onto a 360° wireframe world, where no matter which direction you look, it appears at the correct angle in the correct perspective. It’s a massively complex job that our partners at Sinister Studio spent months perfecting and it literally takes weeks to render this world.”
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Source: Biz Community