360 immersion driven by Rolls Royce film from Imagination
Posted by
To introduce the Rolls-Royce Future of Luxury concept to the world, creative agency Imagination has developed a 360° animated experience that immerses the viewer in a compelling narrative to reveal Rolls-Royce’s VISION NEXT 100, codenamed 103EX. The movie, which is available on Rolls-Royce’s YouTube 360° channel, was revealed to the world’s press at the launch of the VISION NEXT 100 in London yesterday. The film, ideally viewed through virtual reality devices, takes the audience on a ‘magic carpet ride’ journey from the Home of Rolls-Royce at Goodwood, to arrive inside the 103EX car, exploring it from all angles. This is the first time Rolls-Royce has harnessed the power of the virtual space in order to bring their unexpected futuristic innovation to life.
A mere nine weeks in production, the film was conceived, designed and delivered by Imagination. In order to demonstrate the brand’s vision along with its advanced technology, the film delights audiences with aerial views, a close inspection of the Grand Sanctuary interior and stunning coach-built exterior of the luxurious concept 103EX, and an animated drive into the distance, all which can be enjoyed in a completely immersive 360° environment.
“To present Rolls-Royce Future of Luxury, we needed to engage a style and medium worthy of its futuristic vision,” said Ross Wheeler, Head of Automotive at Imagination. “The CGI film will allow people to get closer to that vision, wherever they are in the world. We hope that this film inspires and entertains, as well as allowing a close inspection of Rolls-Royce’s beautiful concept.”
Imagination’s use of 360° filmmaking required a unique approach to storytelling to allow viewers to explore, under their own direction, the imagery that surrounds them. Viewers can inspect the fine detail of Rolls-Royce 103EX, guided by the voice of the original Spirit of Ecstasy, Eleanor Thornton. The final view is a high-speed animated race into the future. Rolls-Royce’s dream of a zero-emission drivetrain with advanced suspension allows the vehicle to almost skim across the road surface. The concept and the film leave the viewer exhilarated.
Rolls-Royce 103EX 360° can be viewed at 103EX.com
