Jack Daniel’s unveils VR distillery tourBy Annie Hayes
Jack Daniel’s has launched an immersive 360-degree virtual reality (VR) experience that takes fans on a tour of its distillery in celebration of its 150th anniversary.
The technology takes fans through “sensory rich” locations in the distillery; from the rick yard, where sugar maple ricks are burnt down for use in the whiskey’s charcoal mellowing process, to the summit of the barrel house with master distiller Jeff Arnett.
Co-directed by The Mill’s Bowe King and Rama Allen, the experience was produced to digitally manifest the brand’s mantra: “Every day we make it, we’ll make it the best we can”.
Arnett said: “We all have our anniversaries. They allow us to honor the important events in our lives and to ensure the lessons of the past are not forgotten.
“This new technology is a way for us to celebrate the Jack Daniel Distillery with fans everywhere and bring them closer to Lynchburg.
“The 360 degree video experience will allow Jack Daniel’s consumers a chance to visit the rick yard, see the cave spring hollow and feel as though they are right there in Lynchburg where each batch of Jack Daniel’s Tennessee Whiskey is crafted, and has been for 150 years.”
The content features the visual style of ‘mixed time’, where moments slow down and time seems to stands still – allowing viewers to linger in moments of mixed time.
Combining real-time and frozen elements in one shot, the mixed time film technique was developed by The Mill specifically for the Jack Daniels VR Experience.
“Placing the viewer at the centre of a dreamlike transportive film, we introduced a new language to VR in this experience; Mixed Time,” said The Mill executive creative director Rama Allen.
“The use of an entirely new cinematic approach both provides a heightened sensory experience for the viewer, and mirrors the quality and craft that are both synonymous with Jack Daniels whiskey.”
Fans can experience the tour through YouTube 360 and Facebook 360, and Gear VR Goggles will be available for consumers at global Jack Daniel’s events and activations throughout summer including Lollapalooza, Life is Beautiful, and Chicago Open Air.