Cristal Festival 2015 - "How Great Brands create immersive Virtual Reality with Happy Finish!" Simon Gosling - Happy Finish
0 likes•453 views
Happy Finish is a digital production company with 120 employees across 6 offices on 4 continents. They specialize in VR, AR, and interactive experiences for brands. Some of their projects include: - An AR experience for Skoda where commuters could customize a car model and see themselves driving it. - Interactive screens using Kinect sensors for EE mobile stores to showcase network benefits. - A world-first AR app for Lufthansa that let users explore premium economy seats by interacting with a virtual model. - A VR tour of New York City from a taxi roof for Subway that immersed users in the cityscape and sounds. - A VR beer experience for Becker Beer that transported users to
Cristal Festival 2015 - "How Great Brands create immersive Virtual Reality with Happy Finish!" Simon Gosling - Happy Finish
- 1. DIGITAL INNOVATIONS in VR and AR Happy Finish - 2015
- 4. Founded in 2004, Happy Finish have been making magic happen in creative retouching, CGI, visual effects, animation, brand experiences and digital production for a decade. We work with the world's leading brands, advertising agencies and independent creatives to produce some of the most iconic, award winning, advertising visuals of the past decade. We are 120 in all, headquartered in London, currently with 6 office locations across 4 continents, and more on the way. We can work within our global network to deliver projects on a local or global scale taking advantage of a 24 hour production capacity. COMPANY CREDENTIALS
- 5. Happy Finish' Interactive department is a team of highly skilled Developers, Creative Technologists and Interactive Producers that work with brands and agencies to craft experiences to bridge the physical and digital worlds; telling stories for brands that leave end user’s saying, “Wow!”. We focus on working with the newest hardware and software to create Augmented Reality (AR), Virtual Reality (VR) and real-world interactive experiences. By combining our world-class Digital Imaging, CGI, VFX and Motion Artists with the technological prowess of our Interactive Team’s Developers, Designers, Technologists and Producers we ensure any product or experience released is pixel perfect and pushes the boundaries of what is technically possible. COMPANY CREDENTIALS
- 6. AR CASE STUDY #1 Skoda Happy Finish worked with Enigma and JC Decaux to create a media first for Skoda. We put the consumer right inside the new Fabia in a over sized AR experience that ran on the largest digital out of home screen in Europe. Happy Finish were brought on board as a CGI and Technology SWAT team to create this Augmented Reality experience. Commuters travelling through Waterloo Station, London found a stylish experiential space surrounded by iPad’s allowing them to design your own Fabia from 90 different variations. That data was stored and users could then take their seat in front of a Skoda green screen to take control of the linear Skoda commercial and actually putting themselves Live on-screen as the hero to experience their design build around them right before their eyes. Happy Finish technically supported the stand experience ensuring there was not any down at any point of the whole campaign.
- 7. AR CASE STUDY #2 EE Happy Finish worked with Publicis to create interactive screens for EE. Publicis Chemistry were tasked with creating a more engaging experience in 200 carphones stores for the EE . Their aim was for shoppers to discover for themselves the benefits of EE Happy Finish were brought in as Content and Technology SWAT team to create this AR experience; experience using Microsoft Kinect sensors to detect store visitors and enter them into an EE world. The experience offers a number of gesture based interactive content elements that each bring to life a key benefit of the EE network. We are working closely with Publicis Chemistry to create the eye catching, engaging content. The units will be rolled out across the stores by the end of October and the plan is that the content will evolve over the next two years. With data capture and analtyics built in to track how and what content is engaged with. Giving EE back insight the elements are working best, and allowing us to develop ever better content for future roll outs.
- 8. GROUNDBREAKING AR APP FOR LUFTHANSA To support the launch of Lufthansa’s new Premium Economy class, Happy Finish, working alongside creative agency Space, has created a world-first in Augmented (AR) for both iPhone and iPad. The app gives users first-hand experience of Premium Economy seating, extolling the added comfort and benefits over regular Economy travel. The app achieves this in a fun, engaging way, which encourages participation around some important messaging. The user is prompted to grab a plain sheet of paper and draw a simple sketch that relates to one of the new destinations on offer; such as Mexico City, Beijing, Sao Paulo and Chicago.With the aid of Vuforia’s new User Defined Marker technology, that sketch becomes a marker, triggering a life-size 360-degree animation of the Premium Economy seat, being built in AR. The user can then interact with the seat – exploring features of the new class. A Gamification elements was incorporated by way of users having to guess the amount of objects could fit into the same area as the seating area. AR CASE STUDY #3 Lufthansa
- 9. AR CASE STUDY #4 Mercedes We are very proud to showcase the new augmented reality app exclusively designed for the new Mercedes Citan Van. Designed for Mercedes Van experience, this app allowed visitors to explore all aspects of the new van before its production. By using a large mapping tracker code the Van appeared at full size when an ipad moved over the code. Users could then move 360º around the Van and use a configurator to change colours and features.
- 10. VR CASE STUDY #1 Subway Happy Finish worked with McCann to create a New york VR for Subway. Happy Finish were approached by McCann to create a virtual reality experience for Subway to immersed members of the public in a virtual tour of New York city from the top of an iconic yellow cab. Happy Finish handled the entire production and development of the experience from the principal photography on the ground to delivery to Samsung Gear VR headsets. Our specialist 360 crew went out to New York and rigged 7 GoPro cameras on the roof of a modified Taxi and spent 18 hours shooting around Manhattan, Brooklyn and Queens. We worked alongside our audio partners Two Big Ears to create a full binaural soundscape to accompany the 360 video. The experience will be the center point for a launch event in early September and the footage will also feature online as an interactive video that anyone can experience using a Google Cardboard, iPhone, Android or in their browser using YouTube's 360 video support.
- 11. VR CASE STUDY #4 Becker Beer Happy Finish, Metropolis Films and Mother have combined with Becker Beer, to create the world’s first Virtual Reality beer experience. With a brief from Becker Beer and global advertising agency Mother to create something ‘surreal’, Happy Finish were invited by production house Metropolis Films to help create two fully immersive 360-degree virtual reality experiences. Shot entirely in Santiago, Chile work began on what would ultimately become a VR advert, more aligned to the concept of TV creative, but in 360, than most VR experiences preceding it. With the use of 360 cameras and drones, both ‘Beach’ and ‘Helicopter’ experiences were shot entirely from start to (happy) finish, both grading and post production work completed our efforts. Because the Google Cardboard is integrated into the packaging of the Becker Beer, the hard work was to create these fantastic VR experiences, the easy part is bringing it to peoples homes.
- 12. 360 CASESTUDY #1 Asda Happy Finish worked direct with Asda to create the UK’s first 360 shoppable video ad for the grocery sector. Asda has launched a virtual reality Halloween experience on YouTube, created by Happy Finish. The video – which follows the adventures of four trick-or-treating children who wander into a haunted house – is a 360-degree video, perhaps a media first for grocery brands in the UK. When watching from a mobile, tablet or desktop viewers can adjust their point of view in each scene and look around and even, importantly for a Halloween film, behind them. Hosted on Asda’s YouTube channel, the film, when viewed on a mobile phone, also includes shoppable TrueView cards, a new feature recently introduced by Google-owned YouTube, which provide product information and click-to-buy options. 1 million views in 10 days
- 13. VR CASE STUDY #1 Excedrin Happy Finish worked with DDB Remedy to create a VR app for Excedrin. ‘Through the Eyes’ is a campaign idea built on the insight that to truly understand the pain of migraine, we must look and see the world through the eyes of a migraine sufferer. It reflects and encapsulates Excedrin’s position as ‘The Head Pain Expert’, differentiates them in the market, and is the common thread that ties together the visual executions of the campaign collateral across TV, online and print. The ‘Through the Eyes’ idea is all about demonstrating empathy with migraine sufferers. It shows that Excedrin understands migraines and acknowledges what sufferers go through, by communicating it through their eyes, from their point of view. Happy finish developed a VR app which when viewed through google cardboard used the phones front facing camera to manipulate the view to simulate the effects of a migraine for the viewer. Happy finish produce cardboard version not this Oculus versio
- 14. VR CASE STUDY #3 Lamborghini Lamborghini wanted to create a targeted piece of marketing in the shape of a VR experience for people who had already expressed an interest in test driving their new Lamborghini Huracan. Happy Finish flew out to San Francisco and rigged a 360 camera to the roof of the car and various stunning vantage points to cover the complete drive from San Francisco to Montrey. The user is treated to an unforgettable experience where they feel what it’s like to ride through California at 170 miles per hour. Happy Finish pioneered an in-browser VR player that meant any user could view the film without needing to download an app, they simply follow a short link from their browser. People who had registered for the test drive were then sent specialist VR glasses for their phones including a QR code that immediately directed them towards the experience.
- 15. VR CASE STUDY #5 Honeywell In late summer 2014, Happy Finish were approached by Honeywell via their creative agency, Southpaw. The initial brief was that Honeywell were interested in exploring how Virtual Reality could promote their range of aviation technologies at trade shows such as MEBA in Dubai and the Paris Aviation Show. To that point the Honeywell Aviation team had leveraged traditional mediums such as videos demos/showcases, brochures and of course a knowledgable face to face sales teams. For trade shows (a key lead generation platform for Honeywell) they also used a physical mock up of a cabin. Moving this large physical set up around the world to aviation shows was a costly and time consuming activity. And as the Honeywell suite of tech develops rapidly, the physical mock up for shows quickly became outdated, showing a previous generation of products. The VR solution creates intrigue, initiates discussion and is a much more interactive and immersive experience for Honeywell customers at major global events. The VR experience has solved their key challenges and is proving a more cost effect and efficient solution.
- 16. HONEYWELL TOLD US THEY HAVE SEEN THESE TANGIBLE BENEFITS FROM UTILISING OUR VR SOLUTIONS. ● “It feels right to use cutting edge technology to sell next- generation technologies” ● “It is more interactive and immersive for customers” ● “Creates intrigue, initiates discussion” ● “Reinforces our position as a technology leader” ● “Can be used as a lead data capture tool” ● “Can be transported easily and more cost effectively than other hardware demonstrations”
- 17. ANALYTICS & ROI Heat mapping continuously observes what part of the whole field-of-view is visible to user and creates data from gazing tracks of multiple users This would be used to measure views on advertising within the VR experience creating powerful metrics for the clients ROI
- 18. STRATEGY FUNNEL TVC Television Youtube Website VR/AR TRADE SHOWS iPad/iPhone/Android Samsung GEAR VR Oculus AR DEALER SHOWROOM iPad/iPhone/Android Samsung GEAR VR VR AT HOME iPad/iPhone/Android Google cardboard Youtube Website EXPOSUREENGAGEMENT/EDUCATION ENGAGEMENT/EDUCATION EDUCATION
- 20. Google Expeditions : takes students to places a school bus can’t
- 21. THANKYOU