Virtual Drift challenged a professional driver to race a real car in a virtual reality helmet. Developing world-first tech, we turned an actual vehicle into a giant game controller, allowing our driver to take on a menacing virtual racetrack and demonstrate performance driving, powered by Castrol EDGE, like never before. Blind to the real world, our driver had to rely on his instincts and the performance of his vehicle to reach a beacon and escape the world. By identifying cultural interests like VR, we looked to harness a growing appetite for tech in an innovative way, from a brand that prides itself on breaking boundaries.

Castrol EDGE has helped shape the last 100 years of motorsport. Despite this, the brand remains less relevant outside of the automotive world. Through VR lead entertainment, we aimed to broaden the appeal of a low interest product amongst a global online audience, crossing into popular culture and sparking conversation about the future possibilities of performance driving.

The campaign consisted of a 4min YouTube launch film, a 360° interactive Youtube film, a mobile download for Samsung Gear VR and IOS, a ‘Making-Of’ film, teaser content and photographic stills.

The challenge called on our driver to complete a menacing racecourse. The track was designed to feel alive, forcing our driver through a series of obstacles. Collapsing tunnels, falling boulders, sheer cliff drops and a nemesis vehicle (In the form of global racing icon Ken Block), all stood in the way of our driver reaching a beacon and escaping the world.

Immersing a real driver in the virtual world required months of testing and immersion training. Everything from throttle position to wheel spin was tracked, allowing us to simulate the vehicle with near perfect accuracy in the virtual world. This data was synced with our driver’s Oculus Rift helmet, making a previously sit-down, stationary experience, now a mobile experience.

The filmmaking challenge required us to dramatise a first-person VR experience in a way that was compelling for online viewers. Through seamless transitions between live action and animation, we enabled viewers to jump between perspectives, giving a greater sense of danger and jeopardy. Our audience were given as much access as possible, from an engaging viewing experience on YouTube, to a physical demonstration through Samsung Gear VR.

A year in development, the campaign launched on 26th May 2015 with assets distributed globally across Owned, Earned and Paid For channels.