Sperry wanted to transform their public perception from a brand of leisure to one seen as having grit. Sperry was already a sponsor of America’s Cup, the largest sailing competition in the world, where sailors move at high speeds in a dangerous, high-intensity sport. What better way to show consumers the extreme side of Sperry than put them on the back of one of these AC catamarans? So we set out to develop a 4D VR experience where participants feel like they’re really there: they stand on a motorized platform synced with the motion of the boat 360 footage viewed through the goggles. Wind and water also spray participants in sync with the action of the VR video.

We created a traveling virtual reality installation where we offered participants a once-in-a-lifetime opportunity to experience the intensity and excitement aboard an America’s Cup boat. By combining premium VR technology with a full sensorial experience, participants feel transported and immersed. Participants see, hear, and feel the action. We fabricated an 8ft tall structure to house the computer, the mechanical platform, the fan and the water hose, and wrapped it in decorated America’s Cup-themed vinyl print to grab the attention of anyone nearby. A TV behind the participant displays whatever the user sees for onlookers to watch the action too.

The traveling experience has brought hundreds of Sperry customers from across the United States virtually onboard the fastest boats on water over the last year. America’s Cup athletes tested the experience calling it “as close as it gets to the real thing.” They asked Sperry to bring the experience down to their next race in Bermuda to allow fans to enjoy the action from shore.