LAUNCHING A GAMING GLOVE
We were given a tech gadget to transform into something people would actually want to use. We turned a gimmicky muscle stimulator into a gaming glove. This is the campaign we created to introduce it to gamers.
Gamers are a tough crowd to impress. They have high bullshit meters and don't like outsiders.
SOLUTION: Connect to tech they already respect, and talk to them in science-fiction language.
Brittany Tyler (Brand Manager), Brittany Heit (Creative Technologist), Elizabeth Daniel (Copywriter), Rosalee Lewis + Ryan Niland (Art Directors)
INTRODUCING NERVE: A GAMING GLOVE
A Singapore start up, Smart Mio, has created technology that could make the first functioning gaming glove. By naming the product Nerve, we associated the product with the sensation of touch. We also liked that it connoted the feeling of being slightly on edge, which is how a gamer feels when he's lost himself inside the game.
WHY THEY NEED US
Oculus Rift has revived virtual reality in gaming.
Oculus brought virtual reality out of Dave & Buster's and into the living room. Oculus is like the Tesla of gaming -- fanboys are drooling over the technology, it's been vetted by industry gods, and everyone agrees it's more than a passing fad: it's the future.
These gamers play to get lost in another world, and they want that world to feel as realistic as possible. They seek out the highest quality graphics, and are the most interested in virtual reality technology like Oculus and our glove.
Seeing is deceiving, feeling is believing.
We got our hands on an Oculus, threw a party, and observed gamers playing Minecraft with it. Visually, Oculus completely transported them to the world of the game. Because it was so immersive, they caught themselves instinctively reaching out to touch the objects in front of them. When they couldn't feel those objects back, their brain remembered that they were just playing a video game, and they were jolted back to reality.
Touch confirms that what we're seeing is real. Oculus will never be enough on it's own - virtual reality needs gloves.
"Goggles and gloves" are paired in science fiction as the essentials for virtual reality, and in the world of gaming, fiction is a blueprint for the future.
Nerve fulfills the virtual reality prophecy.
CREATIVE BRIEFING HIGHLIGHT: Goggles + Gloves
Gamers are used to the idea of sight + touch in virtual reality. In nearly every piece of science fiction dating back to the 1920s, "goggles and gloves" have been the two essentials for exploring a virtual world. We thought at first that we'd have to prove to gamers that our product was new and revolutionary -- like nothing they'd ever seen before. But we realized that's not the case at all. Our glove wouldn't be a radical new idea -- it would be very familiar, as if they've been waiting for it.
THE CREATIVE CONCEPT: The world begins.
- Oculus focus group/play date with gamers
- Developer interviews
- Reddit gaming threads
- Gamer-recommended documentaries and science fiction
- Online game plays and comment sections
- Mashable and other tech sites