Cannes Lions

Kids

HERE BE DRAGONS, New York / NOKIA / 2017

Film
Film
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Overview

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Credits

Overview

Description

OneRepublic’s Music Video single ‘Kids’ was a world first in VR / 360°, shot on Nokia’s new OZO virtual reality camera. It follows the story of two teenagers, a boy and girl who live across the street from one another in the city and witness each others' lives through their windows. Two confident, stubborn and utterly impetuous kids who have only just begun to identify who they are, and where they want to be.

The success of the film relied on the precise choreography of over 100 people as a camera moved back and forth between two rooms on either side of a street in Mexico City. All of which was captured in a 4-minute-long single take.

Every second of every person’s action was meticulously timed and choreographed.

Execution

The “Kids” VR experience premiered at the 2016 Advertising Week in New York, during the “VR is ‘Kids’ Play” lunch and panel presented by Universal Music and the Tribeca Film Festival on September 27, 2016 at the NASDAQ Building. The panel was moderated by Jane Rosenthal, executive chair of Tribeca Enterprises and featured singer-songwriter Ryan Tedder of OneRepublic, Chris Milk, founder & CEO of Within and founder & creative director of the agency, video director Hal Kirkland, Nokia’s head of presence capture, Guido Voltolina and Bart Saunt, head of new business, Universal Music Group & Brands (UMGB).

The "Kids" VR experience was also made available exclusively on the Within app for fans to download or stream on their smartphone or VR headset at home. It became widely available through other distributors including Oculus, Samsung VR and Littlstar, as well as Facebook 360 and YouTube 360.

Outcome

The ‘Kids’ virtual reality music video has garnered over 4 million views in total on Facebook and YouTube. The song made the top 100 charts in 21 countries worldwide.

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