The 3 questions - May 31, 2017
With the agency Firstborn, Alex Krawitz creates VR experiences. The most impressive is bar far the Dew VR Skate Experience that takes you on a skating session with the biggest riders on the planet. Good stuff!
Orange Pop: How did that project begin ? And how did pro skateboarders react to that VR project?
Alex Krawitz: The project began as a proactive creative idea that we put in front of our client, Mountain Dew. We saw VR as a way for the brand to get their audience, who are super into action sports, to experience something through VR that they’d never get to experience in real life – skateboarding with the pros. The Dew Skate team athletes that starred in the experience were stoked about the new technology and what it could do. And the fans that experienced VR Skate were really excited to feel that close to their favorite professional skaters.
Orange Pop: Technically, how did that project has been shot?
A.K: At the time the experience was created, there was not a lot out there to help with 360-degree production and post, so we ended up inventing a lot of it as we went along—from creating new filming techniques to building custom tools and rigs. For example, we wrote our own code to enable binaural audio and then shared it out with the VR community. Even by the time we delivered the final experience, there was already so much more available to help with production and post-production process. The VR medium grows at a very rapid pace. To date, we have created about a dozen branded VR experiences.
O. Pop: According to you, what VR could bring new to skateboard fans?
A.K: I think there’s a huge opportunity for more immersive, interactive experiences for skateboard fans. DEW VR Skate let fans know what it feels like to skate with the pros by providing unique access. There’s so much more we can do in letting fans actually interact with VR experiences – especially in a gaming context.
Alex Krawitz, vice-president of content development at Firstborn