Cannes Lions
72ANDSUNNY, Los Angeles / SAMSUNG / 2015
Overview
Entries
Credits
Description
Samsung and Marvel have teamed up to make possible everyone’s childhood dream, to become one of the Avengers. For our second online film, our elite recruits are trained by Agent Maria Hill, and use their new superpowers to defeat an army of Sub-Ultron robots.
Execution
Shot in Barcelona, Tokyo and Los Angeles over four weeks, and post-produced in Los Angeles for three months, these online films rival the biggest Hollywood blockbuster.
We teamed up with Avengers VFX supervisors to create a set of films that was worthy of the Marvel universe.
We selected a studio to create the CG animation. They built the Avengers Towers from the ground up and designed the first person POV sequences of our new superheroes. The environment was thought as a videogame version of Tony Stark’s home, to highlight the virtual reality feel.
An Oscar-winning studio joined the mission, providing the same robot CG assets used in ‘Age of Ultron’ that were seamlessly integrated in our original environment. We also partnered with a VFX Studio who work on the Marvel movies - to create the virtual reality HUDs, that were later laid over the animation.
Another CG department created the secret lab environment and the table drop sequence, and the character animations on the phones.
Outcome
At the time of the submission - only three days after its release - ‘Battle for the Avengers Tower’ is on its way to becoming a massive success.
It’s already a critically acclaimed VR experience, described as “mesmerizing” and “jaw-dropping” by Wired Magazine, and ‘Epic’ by Creativity.
Fans’ excitement is also exceeding our expectations with social media sentiment up to 97%.
http://www.wired.com/2015/05/avengers-vr-experience/
http://creativity-online.com/work/samsungmarvel-battle-for-the-avengers-tower-360/41302
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