As one of the first commercially available virtual reality products, it was vital to introduce Vive in a way that was both approachable and exciting. The visual strategy for this project was to avoid the typical images of people awkwardly wearing a VR headset — and instead focus on the magical moment when a user is first transported into virtual reality.

The goal was to visually capture the feeling of being digitized and transported into the virtual world. The pixelated design language helped capture the energy and excitement of experiencing Vive virtual reality for the first time. This project involved design strategy, concept development, creative art direction, and digital illustration. The resulting imagery was utilized across a wide variety of marketing materials, and facilitated a 2x increase in advertising click-through rates.

While on set, we experimented with 360º video and image capture to share some behind-the-scenes. Thanks to Joel Grimes for the wonderful base photography - and Jamaal, Leiticia, Kevin and Maureen for your creative energy and enthusiasm…we got exactly what we needed to create these illustrations.