Cannes Lions

The Anatomy of Ski with Bode Miller

PMK*BNC, Los Angeles / SAMSUNG / 2018

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Case Film

Overview

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Credits

Overview

Description

The Anatomy of Ski is the second installment of a larger Anatomy series that focuses on 4D VR experiences powered by the Samsung ecosystem, giving users a glimpse of how a pro athlete deconstructs their skills in action. Creating a multi-sensory experience through the use of Gear VR powered by Oculus, The Anatomy of Ski allows participants to accurately feel the mountain, the crisp wind against their skin and the fresh powder that every professional skier dreams of under their skies.

A space that is designed to bring Samsung’s technology to life, The Anatomy of Ski is a 4D experience that combines motion with real-life movements where users feel the sensations that Bode feels moving down the mountain. A multi-sensory experience, The Anatomy of Ski transports users into a digital world and experience the adventures and thoughts of a pro athlete.

Execution

After capturing Bode Miller’s every move in Canada, with Hidden Content directors Jake Wasserman and Adam Donald, Samsung brought the mountains straight to Samsung 837 in New York City’s Meatpacking District to coincide with the experiential hub's larger partnership with the Olympics.

Through Samsung proprietary gear, users wear a Gear VR headset and step into skis as they embark on an adventure from the summit to the base of a mountain, all through Bode Miller’s point of view. The adventure ends with Bode describing the adrenaline packed sensation of a perfect run and yearns do it all over again.

Outcome

There have been over 6K consumers engaged with the experience, which is equivalent to 18K product interactions with the Anatomy of Ski. The activation has allowed guests the ability to analyze the mountain, the turns, the speed, and everything that goes through the mind of a professional skier in the heart of New York City.

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