Bradley Cooper stars in first interactive life action Google Spotlight Story from IWC

Bradley Cooper stars in first interactive life action Google Spotlight Story from IWC

For their new international campaign, the Swiss luxury watch brand IWC Schaffhausen casts Bradley Cooper in the first-ever interactive VR experience starring an A-list celebrity. The idea was a collaborative effort developed and implemented by Google and Scholz & Friends.

In the VR experience ‘The Road Less Traveled’, viewers not only accompany the multi-Oscar nominee Bradley Cooper on the road, but also get to determine the plot of the story with VR glasses using head and eye movements to create their own unique experience.

The 360° road trip starts in a loft in downtown L.A. before travelling deep into California’s Mojave desert to a secret place. Alongside Bradley Cooper, the Big Pilot’s watch from IWC Schaffhausen also has a leading role in the story, serving as a trusted companion along the way.

Robert Krause, Managing Director at Scholz & Friends Berlin explains: “With this project, we ourselves felt like we were on ‘The Road Less Traveled’. For the Google team at Mountain View, it was also new and uncharted territory.”

‘The Road Less Traveled’ for Google Spotlight Stories is part of an integrated international campaign conceptualised by Scholz & Friends in cooperation with the IWC Creative Center. The Google Spotlight Stories app is available for free download for Android and iOS.

Chief Marketing Officer: Franziska Gsell-Etterlin
Head of Digital Marketing: Maurice Moitroux
Strategic Brand Planner: Tom Scheuring
Head of Brand Creation: Ralf Kostgeld
Digital Project Manager: Martin Becart

Managing Creative Director: Robert Krause
Creative Director: Jörg Waschescio
Management Supervisor: Nina Stegmann
Account Manager: Janice Kretschmer
Art Directors: Leonardo Valadão, Erika Stuhl, Ramona Junggeburth
Copywriters/Concepters: Berthold Brodowski, Alannah Stritch, Lena Klockenbring, Claire Grobe
Editors: Daniel Klessig, Moritz Scharl

Bradley Cooper
Cassi Colvin

Production Film: Pumpkin Film AG, Sonja Brand, Stefanie Brand
Post Production Supervisor: Ismo Wolffson

Production VR: Sehsucht GmbH, Jan Tiller, Stephan Reinsch
Director: Hans-Christoph Schultheiss
Interaction Design & Animation Director: Hannes Geiger

Sound Production: Hesse Studios GmbH
Music by: Old Man Canyon
Voice: Jesse Gold, Jenny Dale

Photography: Marco Grob, Sven Germann

Producer: Daniela Berther

Google Spotlight Stories
Technical Project Lead: Daniel Jeppsson
Associate Producer: Swapneel Kshetramade
Engine Lead: James Beattie
Tools Engineers: Ryan Enslow, Morgwn McCarty, Josiah Larson
Audio Software Engineer: Wayne Jackson
QA Engineers: Ravikumar Aluru, Madina Siebenthal

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