Tell us about the first brainstorm you had when you first developed the idea for the video.
I wanted to create an exhibition, to show that even a small product can be metaphorically enormous. I wanted the product to feel real, so creating a giant replica wouldn’t feel very authentic. And, with VR, it’s possible for the first time, without having to create a large installation.
Did the concept of the video evolve over time? How?
As with all ideas, the concept did evolve over time. Because VR creates a very specific kind of experience, the principles of space we use in 2D videos go right out the window. So, experimentation is a huge part of the process. Every aspect of traditional cinematography becomes almost irrelevant. You can’t use lighting equipment, so you’re limited to practical lights. You can’t use a tripod or a crane. If you need rain, it has to rain for real, and even then, we don’t have rain deflectors for VR cameras as we do for regular cameras.