Virtual Reality Gets Moving in Merrell's Outdoorsy Sundance Adventure
Hill Holliday and Framestore Create a Thrilling Oculus Rift Experience
Feb 05, 2015
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.