Culver City, Calif.-based Create Advertising Group announced the launch of CreateVR, a new division dedicated to developing branded virtual reality experiences. CreateVR will work with a range of entertainment clients to create innovative virtual reality brand extensions.
The company unveiled its inaugural project, “Can You Walk The Walk?,” a tie-in to the upcoming film The Walk, directed by Robert Zemeckis, during a Sony press junket last month. It was also shown at CineEurope last month in Barcelona.
The immersive virtual experience invites users to simulate Philippe Petit’s historic high-wire walk between the towers of the World Trade Center in 1974. Petit trained for years before undertaking the stunt. Now virtual reality has made such a feat possible for the rest of us.
“We believe virtual reality has the potential to become the next great marketing frontier,” said David Stern, founder of Create Advertising Group. “Our job is to relate a brand to the VR world in an experience that feels organic and true to the source material. Once consumers have had a VR experience based around a specific project or brand, they are invested. They’ve had a personal experience and their relationship with the material is forever changed. It is as powerful a hook as we have ever seen.”
“As virtual reality platforms like Project Morpheus begin to roll out in the coming year or two at a price point attractive to consumers, the applications for this extraordinary new technology, especially among our entertainment, branding and gaming clients, will continue to grow,” said Jake Black, head of motion graphics and virtual reality for CreateVR. “It was amazing watching press and everyday consumers finally getting a chance to experience ‘Can You Walk The Walk?’ and we are already talking to clients about our next applications.”
