MPC Creative produce breakthrough VR experience for Christmas installation in John Lewis’ flagship store
Extending the campaign beyond the seasonal TV epic, MPC Creative – MPC’s in-house content creation studio – developed a groundbreaking interactive VR experience in collaboration with adam&eveDDB and John Lewis. Launching exclusively in the Oxford Street store, this is the first commercial interactive VR experience that allows people to control interactivity with their own hands rather than using physical controllers. The experience – which took 3,000 hours of specialist VFX artistry to develop – allows people to step into the enchanting world of the Christmas ad and not only experience the environment, but interact and play with its cast of characters– and immediately share a unique film of themselves composited into the 3D scene.
Andre Assalino, Interactive Creative Director at MPC Creative, comments: ‘We wanted to create a premium, fun and authentic installation that would place people directly into an interactive version of the world already established within the TV ad.