How a Creative Studio Brought Elton John's Career to Life in Virtual Reality

Spinifex Group explains the strategy behind his farewell tour kickoff

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It was a case of kismet that seemed almost magical. About the time that creative studio Spinifex Group had identified Elton John as someone who could really benefit from its more cutting-edge techniques, the artist’s company was looking for just the sort of thing that the digital experience agency offered.

While Rocketman, the movie about John released last week, was expected to put the pop star’s fame in overdrive, John and his team were looking for something more as they planned his final concert tour, which began last September.

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This story first appeared in the June 3, 2019, issue of Adweek magazine. Click here to subscribe.