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LOGAN Launches VR Division

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LR-LoganCreative studio Logan announced that it will launch a new standalone VR division. Led by Logan co-founder/director Ben Conrad, the new unit will focus on experiential and virtual reality projects for the advertising, entertainment and action sports industries.

Logan recently delivered “Virtual Drift” – a unique VR project for Castrol Edge via agency The Brooklyn Brothers.

“Virtual Drift” begins by placing champion Formula drifter Matt Powers and his 650-horsepower Mustang on a clear open course, before connecting the driver to Oculus Rift VR gear. Blinded by the headset but fed images of a virtual obstacle course, Powers must drive his real car in response to the virtual environment. He skillfully maneuvers his way to safely avoiding pitfalls, falling boulders, and monster waves, as the entire virtual world collapses around him.

To create this stunt, Conrad and his team of creative technologists, including Adam Amaral and Glenn Snyder, designed a digital, apocalyptic obstacle course to test the best drivers’ reflexes and skills. They then hardwired a car in the real world with a triangulated GPS system and a network of sensors that would monitor variables including speed, temperature, torque and throttle. All this data was then collected and processed through a computer and plugged into the virtual world essentially creating an exact replica of the car in the space. As the driver maneuvered in the real world, the virtual car would move as well.

“We were doing something that has never been done before,” said Conrad. “Drifting in a real car with your eyes completely covered is extremely dangerous, but our tech team was able to make it happen.”

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