Virtual Reality Gets Moving in Merrell's Outdoorsy Sundance Adventure

Hill Holliday and Framestore Create a Thrilling Oculus Rift Experience

Published On
Feb 05, 2015

Editor's Pick

Outdoor-apparel brand Merrell partnered with Rolling Stone magazine to give thrill-seeking Sundance Film Festival-goers a taste of virtual reality.

"TrailScape," an Oculus Rift experience conceived by agency Hill Holliday and created in collaboration with Framestore, gave attendees the opportunity to connect with nature by replicating an eventful hike. Unlike most VR experiences in which the user's motion, outside of head turns, isn't reflected in what they see, the Merrell project immerses consumers in VR that coincides with their body movements. Adventurers found themselves crossing a shaky wooden suspension bridge and avoiding tumbling rocks from inside an expo hall.

Read more about how Merrell is using VR to refresh its brand on Ad Age.


Feb 05, 2015
Brand :
Client :
Agency :
Hill Holliday
Virtual Reality Design :
Chief Creative Officer :
Lance Jensen
Group Creative Director :
Kevin Daley
Creative Director :
Rick McHugh
Associate Creative Director :
Jude Senese
Copywriter :
Rick McHugh
Art Director :
Jude Senese
Designer :
Jacqueline Hull
Agency Producer, Exec. Producer :
Andrew Barnett
Agency Producer :
Mike Rubenstein
Agency Producer :
Rob Gilcrest
Project Manager :
Julie Heger
Project Manager :
Jenn O'Neil
Project Manager :
Matt Villone
Creative Planner :
Linda Lewi
Creative Planner :
Allie Pirolli
Art Buyer :
Carolyn Dowd
Agency Editor :
Dan Cabral
Director, Photography :
Dan Cabral
Production Company :
Senior Producer :
Ashely Jackson
Producer Assistant :
Heather MacDonald
Senior Designer :
Mary Ann Broccolo
Creative Technologist :
Winslow Porter
Digital Production Company :
Executive Creative Director :
Mike Woods
Lead Developer :
Michael Cable
Developer :
Omer Shapira
Developer :
Nick Fox-Gieg
Executive Interactive Producer :
Christine Cattano
Associate Interactive Producer :
Meg Diamond
Senior Motion Capture Supervisor :
Gary Marshall
Assistant Motion Capture Supervisor :
Omer Shapira
CG Lead/Virtual Director, Photography :
Ben Fox
Colorist :
Corinna Wilson
PR Firm :
Platform Media Group
Managing Director :
Henry Eshelman
Project Manager :
Mark Rabinowitz
Project Manager :
Liz Ferrin
Media :
Katie Thompson
Media :
Liane Nadeau
Media :
Elizabeth Dunbar
Media :
Mark Duffy
Analytics Lead :
Dan Goldstein
Analytics Lead :
Ryan Healey

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