Thinkingbox Brings United’s New Polaris Business Class to Life Through VR
As the saying goes, ‘a picture is worth a thousand words,’ but today that “picture” isn’t a photo…it is virtual reality and 360-degree videos that are adding value and capturing the hearts and attentions of consumers at experiential events.
Thinkingbox Partners with United Airlines in VR Project
Recently, creative and digital production studio Thinkingbox has partnered with United Airlines in creating an amazing VR experience for the airlines’ new Polaris Business Class and Polaris Lounge.
The studio has created a 360-degree video bringing the previously unseen Boeing 777-300 wide-body planes to life with the help of Matt Damon, who lent his velveteen voice to narrate the entire experience.
Now consumers are able to envision all the luxurious amenities Polaris has to offer including exclusive bedding by partner Saks Fifth Avenue and dining reimagined by The Trotter Project, simulating what the new business class will look and feel like come its official launch this upcoming December.
United Airlines’ newly launching Polaris Business Class, the airline’s most significant product transformation in more than a decade, will offer the most relaxing, luxurious and best sleep experience in business class from lounge to landing.
The fully immersive VR experience utilized 3D assets built to spec from CAD renders and complete with motion-captured fully CGI characters. The experience will be traveling in the coming months to events around the world to garner excitement among United’s employees, MileagePlus members, corporate customers at conventions and trade shows, and even in training programs for flight attendants.
The experience will be presented at the PGA gold tournament at the Barclays Center August 25th-28th in Brooklyn. This will be the first time consumers will experience all the amenities that Polaris has to offer.
Feature-rich Content
The feature-rich content was developed using the UnReal 3D game engine and Oculus Rift’s new consumer-ready headset complete with an all-new positional tracker and integrated headphones, guiding users through a photo-real Polaris lounge and business cabin in real-time.
Actual United employees were filmed and composited into respective environments, while additional characters were 3D body scanned and animated with lifelike motion-capture technology.
In order to fulfill the most realistic travel experience, meticulous care was taken to highlight key features passengers will enjoy during a flight, from night amenities to a walk-up bar where customers can stretch their legs and enjoy a snack or beverage. Rounding out the experience, richly layered binaural sound design help heighten users’ overall sense of presence.
“We are proud to launch such a unique and innovative marketing tool in partnership with Thinkingbox. The VR experience has proven to be a show stopper at the events we’ve done to date, where both employees and customers have commented how much it helps them visualize what our Polaris business class cabin and lounges of the future will look and feel like. It has served to garner a lot of excitement as we await our first aircraft delivery and lounge opening in December, and turned out to be a perfect training tool for our thousands of flight attendants.” – Daniel Cuellar, Senior Manager of Onboard Product Development.
“United Airlines is an iconic global brand and we were honored to partner with them to bring their Polaris vision to life,” said Amir Sahba, Founder and CEO of Thinkingbox. “With its unique ability to immerse users within a brand story, VR was the perfect medium to unveil United’s reimagined business class experience.”
Its partnership with United is not Thinkingbox’s first foray into fusing virtual reality with brands. In 2014, it produced the Oculus Rift 4D experience for Warner Bros.’disaster film “Into The Storm.”
The studio has also worked with agencies and brands including OMD, JWT, DDB, Paramount Pictures, Coca-Cola, and Coors Brewing Company, to name a few. The 60+ employee company offers digital, social, content development, activations, and experiential production. Check out the video below:
