W+K Portland launched an awareness campaign for the National Multiple Sclerosis Society which utilizes virtual reality to allow people living with multiple sclerosis to experience their passions in a new way.
Entitled “Together We Are Stronger,” the campaign launched with a pair of online spots featuring professional longboarder Robert “Wingnut” Weaver and professional dancer LaTonya Swann. In “Steve’s Ride,” a local surfer from Ocean Beach, California named Steve Bettis talks about what surfing means to him and how he’s coped with multiple sclerosis since his progressive multiple sclerosis diagnosis. A few years after receiving the diagnosis, the disease’s impact on his ability to ride and balance on a board meant he could no longer hit the waves; now his connection to surfing is largely through his hobby of repairing old boards. But Weaver took to the waves with a virtual reality camera and subsequently surprised Steve with a VR headset that allowed him to experience hitting the waves again. Another spot, “Exit Stage Never,” features Amy Meisner, a professional dancer and choreographer, who currently dances with her wheelchair but can’t move the same way she used to following her 1997 MS diagnosis. Swann dance on stage with a VR camera to provide Meisner with a new dance experience.
It’s a nice approach, focusing on the positive and the uplifting experiences VR technology can provide rather than focusing on the debilitating effects of the disease. Since people have a natural tendency to want to share such uplifting stories, the spots are likely to get passed around and the agency capitalizes on this further by inviting viewers to share their own experiences at WeAreStrongerThanMS.org. The digital and broadcast campaign is supported by print and OOH efforts.
Credits:
W+K PORTLAND
Creative Directors: Caio Lazzuri / Ashley Davis-Marshall
Copywriter: Ryan Niland
Art Director: Danielle Delph
Executive Producer: Patrick Marzullo
Art Producer: Grace Petrenka
Motion Designer: Daniel Moreno/McKay Marshal
Motion Producer: Sarah Gamazo
PRODUCTION
Production Company: Tool
Director: John X. Carey
Executive Producer: Lori Stonebraker/Josh Hamilton
Line Producer: Joshua Greenberg
Director of Photography: Hilary Spera and Chris Saul
Managing Partner- Live Action / Executive Producer: Oliver Fuselier
Managing Partner- Digital / Executive Producer: Dustin Callif
EDITORIAL
Editorial Company: Joint
Editor: Peter Wiedensmith / JB Jacobs
Post Producer: Catherine Liu / Nathanael Horton
Post Executive Producer: Leslie Carthy / Alex Thiesen
VFX
TV VFX Company: Mission Control
VR VFX Company: Luma Pictures
Telecine Company: Company 3
Telecine Artist: Sean Coleman
Telecine Producer: Matt Moran
MUSIC + SOUND DESIGN
Music+Sound Company: Joint
Sound Designer: Noah Woodburn
Producer: Sarah Fink
PRINT + OOH
FORMAT Print + Digital Billboards
PARTNERS
Photographer: Danielle Levitt
Re-toucher: Frazier Goodbody
DIGITAL EXPERIENCES
CONTENT TYPE: Virtual Reality Experiences
Production Company: Tool
Director: John X. Carey
Executive Producer: Lori Stonebraker/Josh Hamilton
Line Producer: Joshua Greenberg
Director of Photography: Hilary Spera / Chris Saul
EDITORIAL AND VFX
Editorial Company: Luma Pictures
Editor: Faraz Abbasi
Managing Director: Jay Lichtman
Producer: Louisa Cartwright
Digital Effects Supervisor: Justin Johnson
Technical Coordinator: Andrew Kalicki
Compositor: Garrett Wycoff
Post Executive Producer: Jay Lichtman
MUSIC + SOUND DESIGN
Music+Sound Company: Q Department