Best of 2016 No. 5 Integrated/Interactive: Kids Ride a Bus to Mars in Virtual Reality Experience From Lockheed Martin

McCann and Framestore Created Out-of-This-World Ride

Published On
Apr 19, 2016

Editor's Pick

Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

2016 was a big year for VR in the brand world. And while many were largely focused on creating solitary experiences, Lockheed Martin and McCann New York conceived a "group VR" trip for children -- all the way to Mars, our No. 5 pick for best of the year in integrated and interactive ideas.

Original Post:

McCann New York and Framestore transformed an ordinary yellow schoolbus into a "bus to Mars" in a virtual reality experience for aeronautical giant Lockheed Martin, as part of its "Generation Beyond" project to introduce kids to space travel.

As a group of kids travelled to Washington DC's USA Science and Engineering Festival, sponsored by Lockheed Martin, the windows of their bus screened 200 square miles of Martian surface, faithfully replicated by Framestore using virtual reality technology. The system even enabled the view to change and turn when the bus turned -- and the class didn't need to wear headsets or 3D glasses, making this what McCann calls a "group VR" experience.

The effort also includes a Hello Mars smartphone app, that lets kids travel to the planet virtually, find it in the sky and receive real-time Mars weather reports. Generation Beyond is Lockheed Martin's national educational program to bring the science of space into homes and classrooms across America. The Science, Technology, Engineering and Math (STEM) program is designed to inspire the next generation of innovators, explorers, inventors and pioneers to pursue STEM careers.


Apr 19, 2016
Brand :
Lockheed Martin
Client :
Lockheed Martin
Agency :
McCann-New York
North American Chief Creative Officer :
Eric Silver
Co-Chief Creative Officer :
Sean Bryan
Co-Chief Creative Officer :
Tom Murphy
Executive Creative Director :
Vann Graves
Global Executive Creative Director :
John Mescall
Group Creative Director :
Josh Grossberg
Group Creative Director :
David Waraksa
Art Director :
Kavon Johnson
Copywriter :
Joe Moon
Original Content Producer :
Sebastian Savino
Original Content Producer :
Eric Perini
Chief Production Officer :
Nathy Aviram
Senior Producer :
Chance Bassett
Executive Integrated Producer :
Kathy Love
Executive Integrated Producer :
Christine Lane
Music Executive Producer :
Eric David Johnson
Executive Account Director :
LisaAnn Nocella
Account Director :
Rik Koletar
Account Supervisor :
Chloe Scutt
Chief Strategy Officer, North America :
Steve Zaroff
Executive Strategy Director :
Mike Medeiros
Director, Strategy :
Jessica Mendoza
Strategist :
Chris Cooper
Brand Experience :
CG/Visual Effects :
Fabrication :
Bus Window Design :
Screen Solutions International
Sound Design :
Q Department
School Curriculum :
Discovery Education
Hello Mars Weather App :
Photography :
Augustus Butera
Executive Creative Director :
Dan Donovan

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