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LOUIS XIIII THE MOVIE

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Conceptualization:

50%

Implementation:

50%

LOUIS XIII BY RÉMI MARTIN X MIAMI

Louis XIII US Tour 2018

Client:

Louis XIII US Tour 2018

Industry:

Spirits

Type:

Tour

Location:

USA

KPI:

Eventex Best Roadtour 2018

+35.6M Total Impressions

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CHALLENGES

How do you generate excitement for a campaign about a song “you will never hear?” With the 100 YEARS campaign, Louis XIII partnered with Pharrell Williams in mutual dedication to the environment and an appreciation for its fragility. "100 YEARS" was a first-of-its-kind musical composition created by Pharrell Williams—not set to be publicly released until the year 2117, but only #IFWECARE. The project illustrated the delicate relationship between nature, time, and the long-lasting effects humans have on their environment.

STRATEGY

Global direction required a VR experience for guests to feel as if they were at the release event in Shanghai where the "100 YEARS" song was heard by 100 special guests.

GRADIENT was challenged to maintain the immersiveness of the initial concept while limiting the use of individual VR goggle setups. Instead, the experience encapsulated all guests with 360-degree projection that took over the event space in a surprise presentation.