Virtual reality has been the industry's darling of late and remains top of mind for agencies and advertisers. Visual effects powerhouse Framestore planted its foot firmly in the space by creating a dedicated division to the field and has now become the destination shop for those seeking to create sophisticated virtual reality experiences.
After its breathtaking (and for some, nausea-inducing) experience for Game of Thrones, the company (under its live action division Framestore Pictures with oversight of Director David Mellor) went on to advance the field with campaigns for Volvo and R/GA and Marriott Hotels, along with experiential agency Relevent (partner on the GoT Oculus Rift experience).
The Volvo project utilized Google Cardboard to give audiences a sneak peek at driving XC90 before it launched. Viewers were able to "drive" through a scenic route in British Columbia as if they were really inside the car. Mr. Mellor also directed "The Teleporter" Oculus Rift experience for Marriott. The three-month-long project captured 360-degree views of the black beaches of Hawaii and the to of London's Tower 42, coupled with photoreal CGI scenes of Marriott's Great Room.