2018
Director and Creative Director
Diageo wanted to create a public service announcement that would illustrate the dangers of binge drinking, and draw attention to the issue by pushing the boundaries of technology and entertainment, creating something truly one of a kind. I proposed an interactive cinematic virtual reality story that would allow you to switch between the points-of-view of the attendees of a party, witnessing first hand what can go wrong when alcohol is abused.
The concept of simultaneous parallel storylines presents many challenges from scripting to production and performance, all the way into distribution and streaming. We designed a unique audio monitoring system for the actors allowing them to “reperform” each scene in perfect synchronization as we shot the various POVs, and we used professional dancers as our POV camera operators in order to hit marks and hand gestures based on a click track. In post production we designed a variety of image treatments and audio effects that would simulate the perceptual effects of intoxication. And I worked closely with Jaunt’s core engineering team to optimize streaming and playback to allow for lagless switching between the four stereoscopic 4K streams of video at any point in the experience.
By bringing interactivity to this devastating narrative we engage audiences more deeply by involving them in the authoring of their experience. We simulate the fragmented cognitive experience of a being drunk at a party as audiences switch between POVs gleaning bits and pieces of the narrative which pushes on relentlessly no matter whose shoes you are in. We also give audiences the option to escape certain traumatic moments of the experience if it is simply too much for them to bear.
This project opens up a range of future storytelling potential by taking advantage of some of virtual reality’s key affordances: the empathy of first person experiences and the narrative agency of interactivity. For Jaunt, it led to the development of new technology products that could be leveraged across the company’s businesses.