FUTURE LIGHTHOUSE’S BEEFEATERXO VIRTUAL REALITY CAMPAIGN NOMINATED FOR A TRIBECA X AWARD
“BeefeaterXO is the First VR Branded Experience Ever Nominated for a Tribeca X Award”
Future Lighthouse’s content is disrupting the advertising and marketing industry through cutting-edge virtual reality storytelling. The studio’s BeefeaterXO VR branded campaign, for client Pernod Ricard, is the first VR experience ever nominated for the prestigious Tribeca X Award. The Tribeca X Award recognizes the best in branded storytelling at the intersection of advertising and entertainment.
“Branded content is like the golden pot at the end of the rainbow: nobody knows if it truly exists, l but it sounds so beautiful. BeefeaterXO is one of those moments in history when a brand decides to set a new standard and change how things are done,” said Nicolas Alcala, CEO and director of creativity at Future Lighthouse. “It's engagement and creativity taken to the next level, creating a new story world for the brand along with top level artists. This is exactly the kind of challenge we love at Future Lighthouse.”
The Tribeca Film Festival has joined forces with The Atlantic to recognize the best in branded storytelling work. The award launched in 2016 to honor the most dynamic and authentic story-driven work from artist-brand collaborations. In its second year, the competition highlights scripted and documentary work for film, TV, digital, social, and VR, in both feature and short length, that were funded with the support of a brand working with artists or filmmakers. Future Lighthouse’s content is one of only ten entries to receive this coveted nomination and the only VR piece ever nominated. The Tribeca X Award winner is announced in late April.
The BeefeaterXO transmedia campaign was launched in January and spanned 10-weeks. It took five days to shoot, more than 50 actors and 60 technical & creative staff and 4,000 hours of post-production to bring this immersive journey to life. It has garnered impressive metrics and is quickly becoming a go-to case study for branded VR content marketing.
Some of the latest metrics for the campaign are:
More than 20 million views to date
More than 75,000 interactions
“BeefeaterXO is an integrated transmedia campaign designed to engage with people’s heart. We wanted to transcend the common storytelling and create a real experience, and we knew Future Lighthouse was the visionary VR studio that could take us there,” said Raquel Alonso Movilla, senior brand manager of Beefeater. “We are honored that BeefeaterXO was nominated as the first and only VR Branded Experience at Tribeca this year and how this campaign is helping brand and marketing professionals understand the power for VR in brand building.”
BeefeaterXO takes viewers on an immersive journey inside the mind of culinary genius, Dabiz Muñoz, the youngest chef to achieve 3 Michelin stars. The 6-minute interactive experience allows viewers to visit Muñoz’s mythical interpretation of the cities of Mumbai, Venice, Bangkok, and London, all the while surrounded by enchanting sirens, fighting Cyclopes and fantastical creatures inspired by Ulysses’ Odyssey. An important portion of Beefeater’s Q1 online spend went into creating, launching and implementing this ambitious initiative. Both the brand and Future Lighthouse are excited to see how the campaign is garnering recognition across the marketing and advertising industries.
About Future Lighthouse
Future Lighthouse is one of the leading virtual reality studios operating at the crossroads of storytelling and technology. With offices in Los Angeles and Madrid, we specialize in VR narrative and fiction.
Our studio develops new experiences for brands and networks, innovating in both form and content. We've worked with Sony Entertainment, Digital Domain, RTVE, Fly Emirates, and Pernod Ricard. We also produce original content like our films Tomorrow, Ray, and Melita which have been selected by film festivals such as Raindance, Oxford International Film Festival, the Cleveland International Film Festival and Filmteractive. Our films/experiences have also been screened at SXSW, Raindance (China & London), and Sónar (Barcelona).