Our studio-based film featured production values matching the stylish nature of the event. Designed to tease the event and outline the experience to come, we crafted copy to be minimal and captivating visual narrative. In a “white world,” we see someone prepare for, and arrive at, the event (echoing the build-up for our celebrity guests). The end line, “Immerse yourself in style,” perfectly set up the exclusive VR experience and the role for SAMSUNG’s GEAR 360. For our second film, unique action was captured live by the GEAR 360 at the event, highlighting the action happening around the viewer from every vantage point – truly first-of-its-kind use of the technology. First, our presenter welcomed viewers to the 360 experience, walking around the camera installation as she talked to encourage interactivity and dramatize the unique qualities of viewing in VR. Our branded plinth took center stage, offering viewers access like no other content could as we captured interviews, fun moments, and, of course, celebrity style in abundance. Next, we took the viewers behind the scenes to see the award winners’ photo shoot. From Lana Del Rey to Liv Tyler, we captured them all in a truly candid setting. To end the film and night itself, we crashed the after party with a hand-held GEAR 360 for the DJ and guests to use while celebrating. With the focus of the attending media on guests using the camera, we highlighted how desirable the actual product is––truly worthy of its place at such a fashionable event.
The campaign’s tremendous success can be viewed through several lenses. Primary objective: For ELLE UK, its social community engagement was through-the-roof successful … giving the magazine’s fans something completely new to consume, at a time when they were hungry for video-based event news. This proved to be game-changing for their content team. Our YouTube 360 content was viewed 1137% more than any other films posted for the 2016 Style Awards. It proves the value of 360 content and positions the magazine as audience-centric. Secondary objective: For the client, we demonstrated ease-of-use for makers to record, edit and post VR content for themselves by using the Gear 360. The key takeaway: make the most of any moment in your life––a small investment unleashes a brand-new form of immersive content. Long-term objective: SAMSUNG continued to build from launch, supplying influencer makers to help spread the product’s USP and sell out quickly. Although specific Gear 360 sales numbers were not disclosed, Samsung ramped up to “The Rest of Us” 2017 Super Bowl spot, featuring Casey Neistat, celebrating makers everywhere and the democratization of VR and phone-created content for everyone. We succeeded in inspiring audiences by doing, not talking. By learning a new technology in an incredibly short timeframe, and making content with the very product we had to promote, we started a journey towards adoption by the maker community. At the same time, we developed something brand new for an audience eager to immerse itself like never before.