“The inspiration for this project was to alleviate a tension for people and that required us to go beyond traditional advertising”
- Thiago Zanettini, Global VP Corona
Corona is on a mission to encourage people around the world to reconnect with nature and the outdoors because we spend on average 90% of our time inside.
Weiden + Kennedy teamed up with The Mill to create a secret paradise which combined theatrics, VR technology and interactive set design to enable attendees to experience paradise and inspire them to seek out nature afterwards.
The immersive VR installation simulated a journey to paradise through a jungle setting, awakening the senses and bringing the feeling of being completely immersed in nature. To heighten the realism, sand, heat, wind and even scents, allowed visitors to feel real-world elements as they travelled along a virtual path through the jungle to the beach.
My role was developing and overseeing the installation of the sensory and elements and physical build. This included working with the set designers and producers on location in Mexico City and building a prototype system here in the UK that would receive triggers from the VR world and activate sensory elements according to a persons location. The final installation also included an innovative AC system that could provide cold air instantly by drawing from a pre filled reservoir.
Held at the Gral Prima in Mexico City, the secret paradise launched on Friday 11 August 2017 across two weekends.
