Virtual reality experiences are getting more sophisticated by the day. The latest, from Patrón, takes users on a tour of the brand's hacienda HQ in Mexico to look at its tequila-distilling process-- but with an extra twist. Everything, from harvesting the agave to labelling the bottles, is supposedly viewed through the eyes of a bee, an effect achieved by digital agency Firstborn by using a drone to film the action.
The Oculus Rift experience, which will be on offer at Patrón events, educational seminars, and at selected retailers, was filmed on location at the hacienda in Jalisco, Mexico. It combines live action film with CGI animation. The drone was outfitted with seven GoPro cameras and operated by a licensed drone airline pilot, and 3D audio was also captured throughout the shoot to make the experience more authentic as the user hears sounds from all directions. Mark Kudsi, a specialist in layering live action and highly designed experiences, directed the film.
A taster of the experience, including 360 degree footage, can be experienced at Patrón's Art of Patrón website.