The Jack Daniels VR Experience, a collaboration between Mill+ and FCB/RED, is a fully immersive 360-degree virtual reality experience that artfully displays the timeless craftsmanship of America's first registered distillery.
Co-Directed by, Bowe King & Rama Allen, the experience transports fans of Jack Daniel’s to sensory rich locations on the hallowed grounds of the distillery, the experience gives viewers the chance to see the blazing inferno being of the rick yard, the rolling hills of Lynchburg and the top of the famous barrel house.
The visual style of ‘mixed time’ was developed for the content where moments slow down and time seems to stand still. The highly stylized, cinematic visuals combine with ambient surround sound. This style of film borrows from the visual language of cinemagraphs, allowing viewers to linger in moments of mixed time. Combining real-time and frozen elements in one shot, the mixed time film technique was developed by The Mill specifically for the Jack Daniels VR Experience.
Watch the the experience on Youtube360 or experience it for yourself on the Gear VR headset at selected Jack Daniel’s event activations this summer including Lollapalooza, Life is Beautiful, Chicago Open Air and numerous other venues world-wide.