BACK TO MELT
WHAT WE DO?
BACK TO MELT
how to design a vr marketing game, that people strive to try out?
P L A Y I N V A D E R S
P L A Y I N V A D E R S - A 4 D V R B R A N D E D E X P E R I E N C E
We created a thrilling, branded,
gaming VR installation
which has more in common with a
attraction than an ambient marketing piece it actually is. Crafted from basic concept right through to finished product by MELT, this
was one of the
of the conference where it premiered and it won an award for ❤
BEST VR EXPERIENCE
@ VR Awards 2016 just 3 weeks later.
The project proved to be a great challenge, but also a huge opportunity for us to witness
from the crowds, who found themselves shouting and LOLing as the action unfurled all around them.
C L I E N T / B R I E F
We were commissioned to
come up with an idea
, then to
branded VR experience
for PLAY, the second biggest mobile network in Poland. They have recently started targeting gamers in their marketing strategy as the new consumer group to reach. Their marketing agency — MediaCom — suggested the use of
in their booth at
— Poznań Game Arena — a conference which attracts over
during a three-day weekend period.
The Client wanted to create a
VR flying game
inspired by the wingsuit jumps and targeted at gamers. The rest was up to us…
I N S I G H T
After a lot of brainstorming, researching and even prototyping different flight options (even creating a faithful
VR hang-gliding simulator
), we decided to go down a slightly different route. It involved bold design choices and taking many risks on a
, but it proved to be worth it.
Our Hang-Glider Simulator Prototype
We wanted the whole experience to last about three minutes to stimulate the
short thrill of a theme park
ride and get as many people as possible to experience it.
C H A L L E N G E
During extensive tests (
essential when designing VR
), it became obvious that we had to achieve a
99% “intuitivity factor”
(which we succeeded in doing!). Put even more simply, our product had to
— kids, gamers, noobs* and
*noob — a person who really sucks at a game but refuses to learn / listen to people who are skilled.
Another challenge we had to face was to invoke a
that’s impossible to achieve when simply sitting or standing during the VR experience. We did a lot of hands-on research in the fields of gliding, climbing, etc. to suspend the player from above, but nothing made us happy.
The indirect challenge was to
revamp the brand image
. The brand wasn’t in any way connected with the target audience. Our experience not only had to resonate with gamers of all ages and skills, but we also knew there would be many polish
YouTube gaming influencers
reviewing and recording their reactions after playing it.
I D E A
Inspired by theme park rides, we wanted to design an experience which not only stimulated the
thrill of a rollercoaster
, but used modern VR to improve something gamers already love — the
We also wanted to design and develop the technology to
enhance the feeling of flying, involving more senses
than classic VR.
S O L U T I O N
Our strong side,
that many other VR companies lack, is that we put
great significance on the real-life part of sensation
. We designed an inside-out experience that
users put on their goggles.
As they climbed into the harness and were buckled up by our team, the
adrenaline triggered intense feelings of the unexpected
. A few seconds later, their hands were already
busy shooting down pixelated invaders
from outer space inspired by the cult arcade. The idea of adding the FPS mechanics was one of the
best creative decisions
we made during this project. The Vive
in use, and the joy induced by the interactive “shot ’em up” genre is unparalleled.
with fast-paced flight
between towering skyscrapers gave us exactly the dramatic results we were after.
, so thanks to our roots in animation and interactive installations, the whole 3-minutes experience was
. We started at the top of a 400 metre tall skyscraper only to fly down to street level, hidden in dense fog. Shooting enemies coming out from behind every corner, players raced through the city straight to an inter-dimensional portal which sent them to another world.
We stirred up competition
by creating a
and saw whole groups of players waiting in line to beat both their own high scores, as well as those of their friends.
By using a
to enhance the feeling of flight, we
overcame the following challenges:
- users felt comfortable, because they were sitting in the harness, buckled firmly in,
- users didn’t touch the floor, so they stayed immersed in the experience of flight the whole time,
- it had a fast buckle-up process, so we could process users quickly,
- the more users moved around, the more fun they had — that’s a bonus.
The last piece of our puzzle was to
system of fans
that would blow air at the users, mimicking the
feeling of wind
Our friends at Summer Agency developed a
custom-made electric circuit board
for us and connected the industrial class fans, to achieve a
responsive wind effect
that really added to the feeling of momentum.
I N N O V A T I O N
VR is an emerging medium
which doesn’t have its rules written yet, and so we wanted to
push its boundaries
further and merge the experience with actual reality. The addition of a paragliding harness and fan-generated winds allowed us to create a
true 4D experience
, much more immersive than the standalone VR devices currently in use.
Mixing fast paced movement with an FPS
shot ’em up
work at all, causing all kinds of
. In our case, we managed to balance all the ingredients to create a memorable, action packed experience that left all users buzzing, in the best possible sense of the word!
R E S U L T S
With a three-minute experience time and a
queue stretching around the exhibition stand
, our PLAY INVADERS truly captured the imaginations of PGA gamers and
delivered record levels of engagement
. The opportunity to see over
1200 people squealing in delight
and emerging with their knees trembling was a
true triumph for our Studio.
- VIRTUAL AND AUGMENTED REALITY (NOMINATION, TBD) @
MIXX Awards 2017
- INNOVATIVE EVENT EXPERIENCE (NOMINATION) @
INNOVATION AD 2017
- BEST VR EXPERIENCE @
VR Awards 2016
Creative Direction / Game Design by
Kuba Matyka & Kamila Staszczyszyn
THE MISSED SPACEFLIGHT
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