Jack Daniels Virtual Reality Experience

The Jack Daniel’s VR Experience, created by The Mill and FCB/RED, is a fully immersive 360-degree virtual reality tour of America’s first registered distillery. Co-directed by Mill+ director Bowe King and Executive Creative Director Rama Allen, the 2016 experience transports fans to the hallowed grounds of the distillery — the blazing inferno of the rick yard, the rolling hills of Lynchburg, and the top of the famous barrel house. For the project, The Mill developed “mixed time,” a highly stylized cinematic technique combining real-time and frozen elements in a single shot, paired with ambient surround sound. The experience screened on YouTube 360 and Gear VR headsets at Jack Daniel’s activations including Lollapalooza, Life is Beautiful, and Chicago Open Air.

SCANable provided LiDAR 3D scanning and modeling for the production, capturing the distillery environments as precise digital data used to rebuild these sensory-rich locations in virtual reality.