Rewind FX develops virtual reality for Red Bull

The experience will use Rewind FX's Oculus Rift headset
The experience will use Rewind FX's Oculus Rift headset

Visual arts studio Rewind FX has partnered with drinks brand Red Bull to produce a virtual reality experience inspired by the Red Bull UK Air Race.

The virtual experiential event will be toured at festivals, events and supermarkets foyers, as well as the air race itself, via a branded mobile stand. The technology works with an Oculus Rift headset, which transforms members of the public into pilots flying around the Ascot racecourse and air track.

Rewind FX created a fully-immersive experience of the course by using high-resolution 3D scanning technology and satellite imagery.

Sol Rogers, creative director at Rewind FX, said: "It has been a privilege to partner with Red Bull and the opportunity to work on such a prestigious event has given us so much excitement and pleasure.

"As this technology becomes more prevalent, it’s the job of agency designers, creative and developers to ensure that experiences continue to amaze and affect the audience. With the ambition and vision from brands like Red Bull, this will happen a lot more quickly."

Rewind FX has previously worked on campaigns for Sony, Microsoft, Disney and Tesco. The company said it hopes to become the go-to studio for virtual brand experience by educating brands on the benefits of virtual reality.

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