Suit Up as an Avenger with Samsung's Epic 360 VR Experience

Every movie fan wants to be an Avenger, and with the premiere of Avengers: Age of Ultron on the horizon, fans finally have the chance. Samsung and Marvel have come together with a campaign that includes cinematic trailers and VR experiences.

Samsung’s global leadership in the mobile industry helps bring Marvel’s content to consumers around the world and in return, Marvel is giving Samsung the opportunity to showcase the power of their products alongside Marvel’s stories. The outcome of their two-year partnership is a campaign that could change the future of movie marketing.

The “We Are Greater Than I” campaign, created by agency 72andSunny, includes two cinematic films starring international sports stars Green Bay Packers Eddie Lacy, pro-surfer John John Florence, cyclist Fabian Cancellara, and soccer star Lionel Messi. Samsung worked with 72andSunny and film director Mark Webb to create films that watch the athletes training to become Avengers. As well as being released online, the films will be showing in theatres.

As part of the films the athletes use VR to learn what it feels like to be an Avenger—so Samsung also created a VR experience exclusively for Samsung users. “Battle of Avengers Tower,” directed by 72andSunny and made by Framestore, allows viewers to fly through a slow-motion 360-degree 3D battle with their favorite Avenger characters as they fight Ultron and his robot army. The VR experience is one of a kind and serves as a direct example of how Samsung looks to develop innovative ways to continually offer new ways to deliver content to their users. It’s also one of the first times an agency has helped create a VR experience like this.

Marvel granted Samsung and 72andSunny full access to their Avengers: Age of Ultron intellectual property, including character models, sound library, and other CGI assets to build a truly authentic experience for Samsung fans. If they look closely, they can even see a few easter eggs from past movies!

Samsung, 72andSunny and Framestore also made a 360-degree video that will give people a taste of the VR experience on any browsers or Android phone. 

The VR experience will be available on both the Note4 and GS6 using Samsung Gear VR from April 30.