IN PRINT AND ONLINE

Andrew Keller

A virtually surreal experience

ONE OF the most immersive demonstrations of Virtual Reality (VR) content you are likely to find anyway took place yesterday at Samsung Presents: A VR Creators Showcase, when Salvador Dali’s surrealistic works were literally brought to life in a 360-degree film called Dreams Of Dali.

The creation of ad agency Goodby Silverstein and Partners, Dreams Of Dali came to the Cannes Lions International Festival of Creativity thanks to Facebook Creative Shop, the social-media goliath’s creative agency, with the permission of The Dali Museum in St Petersburg, Florida.

Set in a desolate desert, it features holographic versions of scenes from Dali’s paintings. The resulting dreamscape has been described as the closest we can get to entering the mind of the master of surreal art.

Speaker Andrew Keller, Facebook Creative Shop’s global creative director, said: “It shows his real power was his imagination.”

Marc Mathieu, Samsung Electronics America’s chief marketing officer, explained this was one of several pieces of original VR content being promoted or created with Facebook, Oculus Story Studio (part of Facebook subsidiary Oculus), news and entertainment portal Vice Media, and VR content and tech company Within (formerly called VRSE).

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June 21 | Seminar Report