Leo Burnett Sydney launches Samsung Gear VR with great white shark dive

Leo Burnett Sydney has helped launch Samsung Gear VR, a virtual reality headset, by creating ‘dive shop’ in land locked Alice Springs, where customers could come try a 360-degree shark diving film, which lets users experience the underwater home of great white sharks without evening donning a wetsuit.

The agency worked with surf director Taylor Steele of Rapid VR to capture underwater footage of the great whites near Port Lincoln in South Australia, including a 360-degree shot of the inside of a shark’s mouth, captured when it attempted to eat the camera rig.

The footage was used to create the immersive film ‘The Dive’ and then established a Dive Shop for Samsung in Alice Springs and invited locals to experience the shark dive using the Samsung device. Their reactions were then recorded and edited into a short video.

Arno Lenior, Samsung Electronics Australia chief marketing officer said: “Beyond the technology itself, what really excites us about the Gear VR is that it’s enabling completely new kinds of experiences, and putting them directly in the hands of our customers. The potential for this platform is huge – and we wanted to create something that would bring some of that potential to life.”

The experience will be available to view in Samsung Experience Stores in Melbourne and Sydney this week.

Andy DiLallo, chief creative officer Leo Burnett Sydney, said: “The Samsung Gear VR delivers a completely new way to experience immersive content using a Samsung Galaxy Note 4 – and the agency has pushed hard to create some absolutely awe-inspiring content to showcase it.”


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