At Sundance, MKG helped create a first of its kind, in-motion virtual reality experience. Using Oculus Rift, Trailscape invited people to explore the natural wonder of the Dolomite Mountains to generate buzz around Merrell's new Capra boot.
The Capra boot was inspired by a trip to the rocky Dolomites so our Trailscape experience transported people there and took them on a mountain hike. Like the Capra mountain goat, guests needed all their balance to brave treacherous rock ledges and swinging suspension bridges. Working closely with Oscar-winning effects house, Framestore, we also built in 4D elements such as rumbling floors during a rock slide and gusts of wind at the peak, to help immerse you in the experience.
PR Credit: Hill Holiday