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The Art of Patrón VR Experience Launched

Tequila brand Patrón recently unveiled a 360 degree film called Art of Patrón Virtual Reality Experience at the Tequila & Mezcal Festival 2015, in Old Spitalfields Market, London. The brand wanted to use virtual reality (VR) as an innovative way of communicating the story of the company.

For the festival Patrón used Oculus Rift VR head-mounted displays (HMDs) to create an experience that allows consumers to fly though the Hacienda Patrón distillery in Mexico, from production to packaging through the eyes of a bee. The experience combines live action film with cinematic CGI animation, using a specialised drone that was custom-built for the project. The drone was outfitted with seven GoPro cameras and operated by a licensed drone pilot.

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“An innovative spirit is what built Patrón, and to this day, it not only defines our products, but also how we tell our brand story,” said Lee Applbaum, Global Chief Marketing Officer at Patrón Spirits in a statement. “While many brands are utilizing virtual reality largely for entertainment, Patrón is leveraging this incredible interactive technology as a unique educational tool, to give an immersive, behind-the-scenes look into the artisanal process of making our handcrafted tequila.”

Art of Patrón Virtual Reality Experience is available to view online here. On a desktop the video can be viewed on compatible browser and controlled with a mouse. Via a tablet or smartphone the device can be moved around to enjoy the experience. VRFocus will continue to report on all the latest news on VR as it’s announced.

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