This Virtual Reality Garden Is a Thank You to Cancer Research Supporters

'Life Garden' Makes Its Debut This Week at London's Hampton Court Flower Show

Published on

Editor's Pick

Among all the beautiful gardens at this year's RHS Flower Show at Hampton Court Palace in London, there's one that's a little different. This year sees the show's first virtual reality garden, and it was built by Cancer Research U.K. as a memorial to people who have remembered the charity in their wills.

Creative agency Atomic London and creative studio Rushes created the virtual garden to celebrate and thank those who have left a gift to the charity. The "Life Garden," which is running till July 10 at the show, invites people to don an Oculus Rift headset and be transported to a seemingly endless field of flowers. All in all, there are 100,000 flowers bearing the names of supporters who have remembered the charity.

Following its launch at RHS Hampton Court Palace Flower show, the virtual garden will be on display at a number of locations around the U.K. at specially designed "tribute events," where family and friends of supporters can come and see their loved one remembered.

Guy Bradbury, founding partner and executive creative director at Atomic London, said in a statement: "Virtual reality is too often used as a gimmick -- to make people feel like they're on a roller-coaster or walking through a fantasy world. With the Life Garden we've created something that emotionally engages and moves people by starting with the idea and using the technology as the most suitable channel, rather than starting with the technology and trying to work backwards."

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Jul 07, 2016
Agency:
Atomic London
Client:
Cancer Research U.K.
Client Contact:
Sarah Squire
Client Contact:
Sarah Hayman
Creative Director:
Guy Bradbury
Copywriter:
Sam Laub
Art Director:
Tim Kitell
Planning Director:
Richard Hill
Planner:
Will Humphrey
Business Director:
Kate Mackinnon
Senior Account Manager:
Jess Feltham
Agency Producer:
Becky Ormrod
Production Company:
Rushes
VR Lead Developer:
Andy McNamara
CG Supervisor:
Andy McNamara
Executive Producer:
Chris McKeeman
Producer:
Caroline Laing
Post Production Company:
Rushes
CG Artist:
Adam Lindsey
CG Artist:
Nimesh Patel
CG Artist:
Craig Travis
Unity Developer:
Charles Burt
Compositing Lead:
Noel Harmes
Compositing:
Sarah Breakwell
Compositing:
Guy Hancock
Encodes and Deliverables:
Jon Kerby
Lead:
Leon Grant
Technical Support:
Tim Wharton
Technical Support:
Daniel Borg
Audio Post Production:
Resonate Music

See more credits

Tags
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age