On May 1st, New York based creative agency Firstborn launched an immersive virtual reality experience for Patrón. Titled the “Art of Patrón Virtual Reality Experience“, the project takes viewers on an interactive journey to Patrón’s Hacienda distillery in the highlands of Jalisco, Mexico.
In developing the experience, Patrón Spirits’ Global Chief Marketing Officer Lee Applebaum saw virtual reality as the ideal medium to share the brand’s rich tradition:
“While many brands are utilizing virtual reality largely for entertainment, Patrón is leveraging this incredible interactive technology as a unique educational tool, to give an immersive, behind-the-scenes look into the artisanal process of making our handcrafted tequila.”
The “Art of Patrón Virtual Reality Experience” presents this process from the perspective of a bee exploring the Hacienda distillery. Viewers are taken on a journey covering the tequila’s creation, beginning with agave harvesting and ending with a finished product in the company’s iconic bottles. Web viewers can explore this story via the interactive 360 video content hosted on Patrón’s website as well as the 2D video below.
To create the interactive VR content, Firstborn and Aerial Mob pilots filmed with a 360Heros H3Pro7 mounted on a custom drone configuration. With these tools, they were able to capture an aerial 360° perspective of the Hacienda facility and its surrounding environment.
For the VR community, the “Art of Patrón Virtual Reality Experience” represents one of the most impressive instances of VR brand story telling to date. 360Heros would like to congratulate Firstborn and Patrón on this fantastic project and inspiring creativity in the use of our VR/360 video gear!
For more VR news and updates, check out the 360Heros Newsletter and feel free to share your thoughts on this project in the comments!