Virtual Reality Gets Moving in Merrell's Outdoorsy Sundance Adventure

Hill Holliday and Framestore Create a Thrilling Oculus Rift Experience

Published on Feb 05, 2015

Editor's Pick

Outdoor-apparel brand Merrell partnered with Rolling Stone magazine to give thrill-seeking Sundance Film Festival-goers a taste of virtual reality.

"TrailScape," an Oculus Rift experience conceived by agency Hill Holliday and created in collaboration with Framestore, gave attendees the opportunity to connect with nature by replicating an eventful hike. Unlike most VR experiences in which the user's motion, outside of head turns, isn't reflected in what they see, the Merrell project immerses consumers in VR that coincides with their body movements. Adventurers found themselves crossing a shaky wooden suspension bridge and avoiding tumbling rocks from inside an expo hall.

Read more about how Merrell is using VR to refresh its brand on Ad Age.

Rate this Ad

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


Feb 05, 2015
Hill Holliday
Virtual Reality Design:
Chief Creative Officer:
Lance Jensen
Group Creative Director:
Kevin Daley
Creative Director:
Rick McHugh
Associate Creative Director:
Jude Senese
Rick McHugh
Art Director:
Jude Senese
Jacqueline Hull
Agency Producer, Exec. Producer:
Andrew Barnett
Agency Producer:
Mike Rubenstein
Agency Producer:
Rob Gilcrest
Project Manager:
Julie Heger
Project Manager:
Jenn O'Neil
Project Manager:
Matt Villone
Creative Planner:
Linda Lewi
Creative Planner:
Allie Pirolli
Art Buyer:
Carolyn Dowd
Agency Editor:
Dan Cabral
Director of Photography:
Dan Cabral
Production Company:
Senior Producer:
Ashely Jackson
Assistant Producer:
Heather MacDonald
Senior Designer:
Mary Ann Broccolo
Creative Technologist:
Winslow Porter
Digital Production Company:
Executive Creative Director:
Mike Woods
Lead Developer:
Michael Cable
Omer Shapira
Nick Fox-Gieg
Executive Interactive Producer:
Christine Cattano
Associate Interactive Producer:
Meg Diamond
Senior Motion Capture Supervisor:
Gary Marshall
Assistant Motion Capture Supervisor:
Omer Shapira
CG Lead/Virtual Director of Photography:
Ben Fox
Corinna Wilson
PR Firm:
Platform Media Group
Managing Director:
Henry Eshelman
Project Manager:
Mark Rabinowitz
Project Manager:
Liz Ferrin
Katie Thompson
Liane Nadeau
Elizabeth Dunbar
Mark Duffy
Analytics Lead:
Dan Goldstein
Analytics Lead:
Ryan Healey

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.