Google want to share the story of how Google G-Suite transformed the workflow of the iconic brand of Gant during the launch of their new concept store. For us, the perfect medium for a behind-the-scenes, access-all-areas insight into the heritage brand was 360 video. The audience would be immersed in the whole story from start to finish, from the design office witnessing the creative process unfold, to the factory seeing the shirt being manufactured and finally at new store opening for the first time.
GANT loved the idea of being under the many lensed spotlight of 360 camera rigs, so we worked closely with their shirt team to co-ordinate the story, filming and access. Opening a flagship store can take a year. GANT were doing it in three months with one team working seamlessly across three countries to meet incredibly ambitious deadlines. Using a small team we shot in all three locations; Gant HQ in Stockholm, their manufacturing factory in Porto and their flagship store in London. Mathew Wood, at the time then Gant’s newly appointed Creative Director provided a voice-over with the right balance of intimate insight in to the company vision. We interviewed him in Stockholm HQ just after he returned from a hectic 24 hours of back-to-back meetings in New York about the next season’s fabrics. The fashion world is always a season or two ahead.
The final film’s YouTube release coincided with the NEXT event in London. It was a wonderful opportunity to watch people engage with our film.
As a data driven agency, we're all about view time and viewer engagement. The opportunity at NEXT gave us real insight into how 360 was consumed on headsets during an experiential event.
We also made other 360 platform specific content to support the campaign, keep an eye out for it across other social video platforms.
If you're interested in VR & 360, don't hesitate to get in touch and we'd love to give you a demo.