Swiss luxury watch brand IWC Schaffhausen is going all-out with its latest advertising campaign, bringing in A-Lister Bradley Cooper to start in an interactive virtual reality (VR) experience created by a collaboration between the watch brand along with Google and Scholz & Friends.
The VR experience is titled ‘The Road Less Travelled’ and lets viewers ride along with Bradley Cooper, but they also get to influence the direction of the plot by using a VR headset.
The 360-degree interactive video begins in a Los Angeles lost before heading out into the Mojave Desert to a secret location, there a woman joins the group. Viewers will be able to use head and eye movements to determine what happens next, allowing each user to get a unique variation on the experience.
As you might expect from an advertising film, the IWC Schaffhausen watch Cooper is wearing plays a role in the story. Cooper was reportedly picked for the role due to his fondness for the IWC watch brand, having been spotted wearing them several times over the past 15 years.
Robert Krause, Managing Director at Scholz & Friends Berlin explains: “With this project, we ourselves felt like we were on ‘The Road Less Travelled’. For the Google team at Mountain View, it was also new and uncharted territory.”
The VR video serves as part of a wider brand campaign that was put together by Scholz & Friends along with the IWC Creative Centre which features Cooper in a prominent role on its print and online marketing materials.
The Road Less Travelled can be viewed in VR by downloading the Google Spotlight Stories app, which is available on Apple App Store and the Google Play Store. A VR viewer such as Google Cardboard or Google Daydream will be needed for the full VR experience.
Alternatively, the 360-degree video version is available on YouTube, and can be viewed below.