In the fall of 2021, we helped Canon introduce its first product for VR filmmaking: the Dual Fisheye lens to filmmakers ready to step into the world of VR production through the click of a lens. We developed a full go-to-market strategy for Canon to introduce this innovative product to seasoned pros and VR beginners alike. Our work included:
Creation of short films and tutorials shot in 180° VR
A paid media campaign across Facebook, LinkedIn, YouTube, & Google, fueled by 50+ creative assets garnering 12M impressions in paid media reach.
Strategic partnerships with the Sundance Institute and Adobe
Relationship building with VR industry influencers
Earned PR and social media efforts
To prepare new VR storytellers to create immersive storytelling, we created a series of VR videos explaining the ins and outs of VR video movie-making. In this series, we provided an overview of how the RF5.2mm F2.8 L Dual Fisheye Lens works, as well as tips for getting the most out of 3D 180° shooting, to use as the perfect introduction to the world of immersive content creation on the EOS VR System.
As our content creators became more comfortable with the lens and its’ immersive abilities, we pushed the content forward, creating a purr-fect meditative escape into kitten cuteness with a 180° VR guided meditation. From the creative minds of renowned cat photographer Andrew Marttila (@iamthecatphotographer) and VR experts Keeley Turner and Hugh Hou, this immersive experience brought all the benefits of a meditative practice into people’s homes with clarity and cuteness.
Silver winner: Use of VR :
Immersive, interactive, & mixed
To showcase the creative potential of Canon's RF5.2mm F2.8 L Dual Fisheye Lens, we created a spatial audio-enhanced music video in 180° VR. Our goal was to harness the unique capabilities of this technology to craft an immersive, emotive experience. We explored the profound connection between music and place by transporting viewers to iconic locations where various music styles originated in NYC. By composing custom tracks that honor each site's musical heritage, we've created a multi-sensory journey through the evolution of sound. This project goes beyond demonstrating technology; it redefines how we experience the interplay of music and environment, offering a visceral connection only possible through VR and innovative storytelling.
To complement our immersive VR music video, we produced a comprehensive making-of tutorial. This behind-the-scenes look and tutorial demystified the process of creating 180° VR content with spatial audio, a space with very little information behind it thus far. By sharing our techniques, challenges, and solutions, we aimed to inspire and equip aspiring creators with the knowledge to produce their own stunning VR experiences.