Captain America throwing his shield while the interior of a building explodes in the background.

Battle for Avengers Tower 360°

What if you could put on a Virtual Reality headset and transform into an Avenger? Framestore VR Studio worked with 72andSunny to create a cross-platform campaign for the Avengers: Age of Ultron premiere and the launch of the Samsung S6 phone, allowing fans to become a hero in battle through world-class visuals on the Gear VR mobile platform.

captain america and iron man fighting off robots. thor's hammer is in the centre. there is an explosion in the background

Becoming Iron Man

Our battle begins in Stark’s penthouse. The reflection in the window reveals that the user is Iron Man. Suddenly, tranquility is shattered: Ultron Prime and his Sub-Ultron foot soldiers attack. Time slows to dramatic bullet-speed. The user skims through the ensuing mayhem, passing explosions and attacking Sub-Ultrons, flying by Thor mid-hammer-throw, Captain America battling three Sub-Ultrons, and the Hulk as he simultaneously breaks Stark’s pool table and rips an assailant in half. The slow motion illuminates everything in glorious 2K resolution. The pre-rendered video is 360° degrees of top-quality cinematic CG. The smoke clears, the missiles track in, and the Sub-Ultrons part to reveal Ultron Prime himself.

front view of iron man posing with left arm out. the empire state building is lit up as the night city skyline twinkles in the background
sub-ultron robot with a lit up blade arm looking into the camera with sparks surrounding it

An Ensemble Cast

With so much going on, it was critical to consider the user journey from the opening moments to the battle crescendo. The experience opens with an epic real-time rendering, fully interactive environment and then transitions to a stunning pre-rendered 360 video. 'It was important to give each character enough screen time and action for us to inhabit their world, but then use something else to make the viewer change their gaze to a different hero', explained Director Andrew Daffy. 'We found flying weapons and rocket trails really helped'.

One of the biggest technical obstacles on the job was the rendering time for spherical 3D video. 'We essentially created 90 seconds of film in 360 degrees, in 3D, in under two months', said Executive Producer Christine Cattano. Despite the use of the same rendering farm as for Gravity – based in London, and supported by a giant power plant – it still took three days to render the epic environment for this project.

an angry hulk holding a sub-ultron in both hands. the one on the right is on fire

Brand Manager
Tim Sekiguchi
Framestore VR Studio
Senior Producer
Pete Jones
Animation Supervisor
Andrew Daffy
Theo Jones, Andy Rowan-Robinson, John Montefusco, Ben Jones, Ben Fox, Georgios Cherouvim, Nathan Diehl, Rob Eckert, Michitaka Inoue, Jack Caron, Joseph Szokoli, Taekyu Yang, Xiaolai Zheng, Oscar Tan, Kwan Au, Stanislav Ilin, Donia Leichti
Nick Miller, Will Walker
Executive Interactive Producer
Eric Bixon
Brand Co-Ordinator
Zach Hendrickson
Executive Creative Director
Mike Woods
Line Producer
PJ Stegall
Compositing Supervisor
Matt Pascuzzi
Andrew Daffy, Shayne Ryan, Seth Gollub, Tucker Prisco, Will Frazier
Senior Interactive Producer
Celeste Jones
Junior Film Producer
Jamie Glass
Executive Producer
Christine Cattano
VFX Supervisor
Theo Jones, Andy Rowan-Robinson
Modelling Supervisor
Michitaka Inoue
Matt Pascuzzi, Nick Tanner
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