Can you handle the Pressure Chamber? Be bold, be adventurous, take the plunge!
Discovery partnered with Gillette to create an original branded VR series that put the viewer right inside the point-of-view of the athlete. In each interactive video there were high pressure moments aimed to spike the viewer's heart rate. Participants tried out the slackline, mega ramp, canyon swing, mega coaster, and they even went skeleton racing. I worked directly with the agency and client to craft a multifaceted program that was highlighted by a 3-day experiential activation at SXSW in Austin. The project included a multiplatform digital experience where fans would spike their own pressure by exploring the Gillette Clinical Pressure Chamber first-hand. We leveraged distribution channels for engaging viewers across social audiences pushing the VR content and daily original videos from SXSW to Facebook and Twitter. I spearheaded the entire program crafting the branding, copy, and experiences to ensure consistency across devices and platforms.
The Pressure Chamber attracted over 5MM+ video views overall, 7.5MM Facebook impressions, 1MM+ Facebook video views and the content consistently beat performance benchmarks across Discovery. Most importantly we reached a highly engaged millennial audience delivering on a key demo for Gillette.
BRANDING & ICONOGRAPHY
We designed a master toolkit that included the Gillette Clinical Pressure Chamber logo, branding elements, and iconography. The art was then adapted for video graphics featured in all of the VR episodes and daily originals from SXSW.
DIGITAL 360º VIDEO EXPERIENCE
The responsive interactive video experience included a gallery of 360º videos, a Facebook live stream, SXSW image gallery and branding for Gillette.
SXSW experiential VR ACTIVATION
Our team created and designed the experience for SXSW in Austin leveraging the color palette and branding elements for panel design, VR goggles, video screens, and more. Below are images that represent the physical space for the booth.
SXSW VR EXPERIENCE distribution
Each day we produced a new original video covering the SXSW event and engagement with fans. Each video was distributed across Discovery's properties and across social audiences. Several retouched images were used for link posts on social channels.
FACEBOOK CANVAS CONCEPT
A collection of mobile design concepts that highlight a Canvas experience for distributing and targeting Gillette branded content across Facebook.
