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Shinola focuses on storytelling in amusing 360-video with Luke Wilson

Shinola
Luke Wilson in the Shinola 360-degree factory tour

If you haven’t noticed, there’s a big obsession going on with 360-degree videos on Facebook (and elsewhere) these days. Forget those basic experiences just showing you inside a showroom, sat on a catwalk or enjoying a certain inspiring view, however, those doing it really well are focusing on storytelling.

Front and centre is Shinola. The Detroit-based company has introduced a new immersive video that provides a tour of its factory complete with entertaining narration and guidance from Luke Wilson.

The actor/director worked with brother Andrew Wilson, and creative studio Reel FX to provide an eccentric, and oftentimes clumsy view on life inside the maker of watches, bicycles and leather goods. He explores various different rooms, chats to certain members of the team, cycles around the space and trips over various boxes, all the while looking to recruit people for his Shinola sports teams.

Combined, the experience takes the idea of behind-the-scenes tours to the next level – moving on the bland perspective, both in single-view and more recently in the 360 (or virtual reality) space, by introducing a heavy dose of personality to the proceedings.

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Behind-the-scenes with Andrew and Luke Wilson on the Shinola 360-video

“In 2012 we built a watch factory in Detroit and called it our home. The city and the people who assemble our products are at the core of everything we do. This film allows those who cannot make a trip to Detroit to take a peak into why we chose Detroit and what drives us everyday. The combination of Luke’s sharp humor and this new technology was the perfect match to express the brand in a way that is both fun and informative,” said Shinola CMO, Bridget Russo.

That new technology refers to the fact the team used the new Nokia OXO camera, which is touted as the first VR camera purpose-built for professionals by making use of real-time HMD monitoring to streamline camera placement and shot composition.

That, combined with Reel FX’s proprietary postproduction workflow tools, allowed the team to spend their time on the creative process, rather than the technical challenges often inherent in the emergence of this style of filmmaking, reads the write-up.

A separate making-of video, which features the original track “Detroit Seal” by Pato Motown, takes a closer look at this in action. The 360-degree film is available in select Shinola retail stores, on Facebook Live and on the brand’s dedicated landing page. There is no detail about whether the team are activating the 360-video with virtual reality headsets in store, but it would certainly be viewable as such.

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Behind-the-scenes on the Shinola 360-video
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Primark introduces live 360-degree versions of its popular haul videos

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Primark’s press day will be accessible in real-time through 360-degree haul videos

Primark is hosting live 360-degree video content from its autumn/winter press day in London today, providing fans with immersive access to its new collection through the eyes, and hauls, of certain influencers.

Based on the idea of haul videos – the popular term for video bloggers revealing what they’ve just purchased – the aim is to enable the retailer’s global social media audience of 7.8m to experience new product in real-time.

“We wanted to be able to put our fans right at the centre of our AW16 press days, make them feel immersed in the event space and ask some of our favourite influencers to pick out their favourite pieces from our ranges by carrying out the first ever live Primark Hauls in 360-degrees,” says Olly Rzysko, head of digital communications at the retailer.

For reference, searching for “Primark Haul” on YouTube currently delivers over 370,000 results, which is what Rzysko says inspired this campaign. “It’s a huge part of the Primark online DNA, it inspired our UGC platform Primania and it’s all created by our customers and fans, so we thought we would do something special that’s not been done before to celebrate this.”

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Primark influencers will share live 360-degree access to their hauls

The videos will be viewable in 360-degrees on both YouTube in real-time, and later posted to Facebook (which doesn’t yet take live 360 video) and to Primark.com. The team will also be simulcasting to Facebook Live throughout the day.

The 360 hauls will feature influencers including Dolly Bow, Becky Sargeant, Mark Hayes and Charlotte Hole and will cover womenswear, menswear, home, kids and beauty (click each for live links). They begin at roughly 12pm GMT and run until 7pm, though all can be found via this playlist link, which will be updated throughout the day, too.

Rzysko says live video is a key part of the Primark strategy today. This campaign follows a successful live tour of the retailer’s new Milan store, which saw 250,000 real-time viewers and a further 1.2m after the event. Primark will next take the 360 Haul campaign to Dublin on June 16.