To create a communal, synchronised VR experience for Biffy Clyro track Flammable, overcoming isolation of VR with shared music experience. Placing the viewers in proximity to the band virtually at music festivals in the UK via a true first, group VR music experience, leveraging Samsung custom VR control, capture and display technology. We placed the band in an elevated glass box to perform in the very heart of an 9000 firework onslaught from all angles. Custom VR cameras were placed in the box and in line of fire on industrial robots/drones. Intention was to bring band/fans together in a dramatic environment that would be impossible without VR tech and remove the isolation/barriers of VR by making the experience synchronised, seamless and shared, a festival VR performance, for 50 viewers every 4 mins in the Hypercube, a 4 story tall monolithic structure touring UK music festivals and thereafter online.

Shot in a large studio in Bulgaria (one of a handful of places in the world that would allow it) with Expendables pyro team, an elevated 6m sq riot shield glass and steel structure, custom camera rigs and robotics, 9000 outdoor fireworks....indoors, aimed at UK's biggest and possibly most nervous, Rock band showcasing Samsung VR tech in first synchronised for communal VR tour, presented inside a 4 story tall monolithic Hypercube, for 50 viewers at a time. Shot with 40 cameras total, 4 day studio build for one very loud and intense shoot day. Post production challenge of a multi layered stitch and comp, but everything in camera, all real, zero CG. Samsung wanted to create a dramatic demonstration of their tech beyond the cliches of VR demos and the band, mgt and label wanted to bring something new to their fans, particularly when the band couldn't be at

After launching the S7 smartphone and new 360 camera in April 2016 we needed to drive fame and relevance, so we briefed the team to develop something incredible.

''The end result created by the team is a fantastic and innovative piece of groundbreaking work, brought to life at festivals in a truly immersive and scalable way, telling our story that ‘Samsung makes the things that can’t be made so you can do what you can’t’.''

The activity helped to drive our brand love scores to 10% growth vs prior year and to achieve our aggressive market share targets

Over the course of Boardmasters, Glasgow Summer Sessions and Festival, an estimated 30,000 music fans experienced the Hypercube VR.