AMD Ryzen VR Launch
A custom VR / Mixed Reality experience
Project overview
AMD's launch of its new Ryzen platform needed a showpiece that could prove the hardware's power in real time. Together with Hunt, Gather, we developed an original VR experience and produced a live mixed reality broadcast of it during the launch event, streamed to thousands of viewers worldwide.
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Our Approach
The concept had to show off what VR can do, and what the hardware running it can handle. Each guest starts in an empty room with a single computer chip floating in midair. The moment they grab it, the walls fall away, and they're standing on a wooden plank a thousand feet above a mountain range. As they assemble the new Ryzen PC piece by piece, the world shifts around them, with a few surprises along the way. Physical 4D effects completed the illusion: a haptic rumble pack worn on the back, and fans that kicked on as the walls came down.
We also needed to bring the audience outside the headset into the experience. Our solution was live mixed reality capture, which composites each guest into the virtual world in real time. We fed that footage to screens throughout the venue and streamed it live on AMD's YouTube channel. Watching others take the plunge drew a steady crowd, and the line for the experience never let up for the entire event.
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The Outcome
The experience ran on the very PC AMD was launching, so every session was a live demo. It proved in real time that the new Ryzen system could power demanding, high-fidelity VR, and it gave AMD's fans a launch moment they could see, feel, and share.
