Encouraging thousands of kids each day to let their individuality shine through play, no brand is more focused on empowerment than American Girl. After collaborating with their creative team to develop a series of traditional promotional videos, the perfect opportunity to incorporate cutting-edge 360 Video sprouted when they reached out to Bottle Rocket media to create guided tours of its New York and Chicago locations.
Since its start in 1986, American Girl has developed into one of the most popular doll purveyors in the country, with roughly 20 major retail stores that also serve as restaurants, party hosts, and play centers. With so much going on at each spot – including stations where kids AND their dolls can receive makeovers and ear piercings –it was the perfect opportunity to utilize 360 video to create a fully immersive experience for viewers.
According to Bottle Rocket Media co-founder, Brett Singer, a successful run with American Girl on past productions was enough to set the stage for the use of 360 video: “We had worked with [American Girl] on many other promo videos, and fortified a wonderful working relationship,” he says. “As a result, the brand’s creative team approached us to produce 360 VR store tours with accompanying motion graphics to help guide the viewer throughout the experience.”
Not every client Bottle Rocket Media comes across can expertly dialogue about the latest in media techniques – however, as Singer implies, it certainly helps. “It should come as no surprise that American Girl is a very forward-thinking company, and early to embrace new technologies – including both 360 video and AR (augmented reality). Loaded with creative talent, including an in-house design team, we were seamlessly provided with brand-specific graphics, and new ones created just for the videos. Working with them is always a pleasure, as they come to each project as a partner. No one knows the subject matter better, so it’s a no-brainer for us to welcome them into the process.”