Samsung and Marvel's VR Experience Immerses You in an Epic Avengers Battle

72andSunny and Framestore Bring New Dimension to Galaxy S6 Promotions

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The Avengers are coming and Samsung Mobile and Marvel have teamed up to create a virtual reality experience that immerses you in an epic superhero battle. To promote the new Galaxy S6 phone and Samsung's tie-up with the upcoming "Avengers: Age of Ultron" film, which hits theaters tomorrow, Samsung and Marvel worked with 72andSunny to create a film and mobile campaign that also happens to promote the electronics giant's Gear VR headset.

The campaign includes a pair of online "recruitment" films directed by "The Amazing Spider-Man's" Marc Webb. They show a young boy, a female engineer and pro athletes -- surfer John John Florence, soccer star Lionel Messi, Green Bay Packers running back Eddie Lacy and cyclist Fabian Cancellara -- receiving mysterious suitcases that match each to an Avenger and send them to a secret hideout. There, they train to become the heroes with the help of the Galaxy S6 and Gear VR headset. The mission later broadens out to the wider audience of Avengers fans and then invites them to partake in a 360-degree viewing experience on an Android device or through the Gear VR headset via an app available in the Oculus VR store today.

The VR experience throws viewers into a huge battle scene between the Avengers and their Sub Ultron enemies in the Avengers Tower. It gives them a similar POV to the athletes in the online films, allowing them to glimpse the action through unlimited angles. It opens as if the viewer is Iron Man, looking through his helmet and experiencing HUD (heads up display). It then moves into a "bullet time" scenario that carries viewers through the fight scene, where they can slowly take in all the action as they follow the Avengers' weapons flying about, including Thor's Hammer and Captain America's Shield. In the final scene, they come face to face with the film's supervillain -- Ultron himself. (The demo video above only gives a partial glimpse of what unfolds.)

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Apr 30, 2015
Virtual Reality Design:
Production Company:
Marc Webb
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