Accenture and Specular Theory Create Interactive Vcommerce Experience “Behind The Style”
October 16 2017 - 8:59AM
Business Wire
Accenture (NYSE:ACN) and Specular Theory have teamed together to
create their vision for the future of virtual reality commerce.
Behind The Style – an interactive VR story of a fashion shoot -
seamlessly blends fashion, tech and vcommerce in a way that’s
highly engaging, fun and natural.
By combining storytelling and tech with interactive branching
choices, and the ability to actually shop and make purchases,
Accenture Extended Reality and Specular Theory are creating a whole
new category of immersive experiences. Through this type of
narrative, brands and retailers can connect with consumers in more
entertaining, relevant and memorable ways. This will be a big win
for both brands and retailers who need fresh and creative
approaches to engage consumers who are increasingly disinterested
in traditional customer marketing tactics.
As a strategic initiative of Accenture, the Accenture Extended
Reality group helps companies envision, create and deliver
impactful new immersive experiences that fuel new business growth
by improving connections with customers, optimizing productivity
and performance of employees and creating and monetizing new
digital products and services.
“In order to be authentic, VR should not copy the medium before
it. This has always been the focus of our company. It’s a new
medium that requires a new creative approach and an entirely new
set of technology tools. With Behind The Style, we get to
experience it the way we want to. It’s very organic and natural and
makes it really come together by combining entertainment,
technology and commerce in a whole new way. The technology of our
live-action video and branching choices solves a major problem with
traditional VR video that brings new levels of immersion and
interactivity,” said Morris May, CEO of Specular Theory.
Imagine being behind the scenes of a fashion photo shoot without
actually being physically present. That’s the unique VR experience
the companies will showcase at Innov8. They have created an
‘immersive fashion story lookbook’ that gives consumers the ability
to not only be on set with top artists and industry pros, but also
interact with products and participate by making choices that
affect the outcome of the shoot. What music videos are to music,
and advertorials are to brands, this is the next evolution and
format for how brands will connect to consumers.
“With Behind the Style it was important for us to create an
experience that could make users easily relate to the characters,
relate to what was being shown, and naturally interact with the
storyline and the products,” said Raffaella Camera, Head of
Extended Reality Go to Market for Accenture in North America. “For
the brands, we wanted to create an experience that could be
produced more easily and efficiently, by extending or piggy-backing
on more traditional marketing and advertising activities that are
already in the works like a photo shoot or a commercial shoot. That
is why we chose to create an interactive and entertainment-filled
film, where the characters naturally speak directly to users,
bringing them into the storyline and inspiring purchases within the
experience.”
About Accenture
Accenture is a leading global professional services company,
providing a broad range of services and solutions in strategy,
consulting, digital, technology and operations. Combining unmatched
experience and specialized skills across more than 40 industries
and all business functions – underpinned by the world’s largest
delivery network – Accenture works at the intersection of business
and technology to help clients improve their performance and create
sustainable value for their stakeholders. With approximately
425,000 people serving clients in more than 120 countries,
Accenture drives innovation to improve the way the world works and
lives. Visit us at www.accenture.com.
About Specular Theory
Specular Theory is an award-winning immersive content and
innovation company based in Venice Beach, CA that creates and
distributes cutting-edge, premium, and authentic experiences for
VR/AR/MR, V-Commerce and Location-based Entertainment (LBVRE). As a
fast-growing and acclaimed studio, Specular Theory has been
recognized for their innovative work in v-commerce and their
thought provoking cinematic works, including their Perspective VR
series which was one of the most talked about pieces at the 2015
and 2016 Sundance and Tribeca Film Festival’s. They also won the
first-ever Streamy Award for Best VR for their work on the Game Lab
in 360 series and have received more than a dozen nominations
across categories and genres.
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version on businesswire.com: http://www.businesswire.com/news/home/20171016005221/en/
Specular TheoryRyan Pulliam, +1 415 816
4983ryan@speculartheory.com@speculartheoryorAccenturePeter Y. Soh,
+1 703 947 2571peter.y.soh@accenture.com@accenture
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