The Cannes Lions Festival of Creativity has awarded a virtual reality (VR) project a prestigious Silver Lion award. The award went to a joint project between Samsung Electronics and Punchdrunk International titled Believe Your Eyes.
Believe Your Eyes was designed as a multi-sensory VR experience that could blur the line between VR and physical reality. Utilising the technology used in 4D experiences along with digital worlds and real actors, Believe Your Eyes tries to create a dreamscape that the participant can get lost in. The experience first appeared at the Cannes Lions Festival in 2016 and has since appeared at other events and has been installed at Samsung’s flagship New York centre.
Punchdrunk International’s Associate Director Hector Harkness said: “Creating our first VR piece confirmed something we’ve suspected for a while, that when digital and real worlds meet the effect can be magical. This is just the tip of the iceberg for us as we explore similar digital possibilities across the company’s work. Partnerships like this allow us to continue to create new forms of live experience, while pushing forward our practice in the most unexpected ways.”
“At Samsung, we work relentlessly to develop innovative technologies and services that ultimately help people further enjoy their life’s passions,” says Zach Overton, Vice President, Consumer Experience, Samsung Electronics America. “Punchdrunk International inspired us to push the limits of creativity and leverage Samsung Gear VR to reimagine the theatrical experience in a way that blurs the line between virtual and reality. We’re beyond pleased that our efforts were recognized by Cannes Lions.”
VRFocus will bring you further news on award-winning VR experiences as it becomes available.