VR GRAVITY ANGEL CAMPAIGN

SOUTHERNGFX & HTC VIVE

Close-up of a black pen with a silver nib.
Vive logo with a blue cloud icon above the word 'Vive'

As Art Director for SouthernGFX, I led the creative charge on a high-profile campaign to promote HTC's latest VR device. Our goal was to excite the user's interest by transporting them into an otherworldly experience, travelling the depths of space into the centre of a celestial extraterrestrial creature, blossoming into magnificent subdomains.

The project's cornerstone was the 'Gravity Angel', a 3D entity conceived to underpin the promotional narrative. This creation was developed in-house at SouthernGFX, where we leveraged the power of Gravity Sketch within VR to speed the creative process. What typically took weeks to ideate was completed in days, if not hours. The models were improved with ZBrush for precision, then animated and rendered in Maya or Cinema 4D, with the Unity Engine giving the ultimate immersive VR experience.

The campaign demonstrated how VR could be used not only as a production tool, but as part of the creative approach to interactive and experiential marketing.

A futuristic humanoid robotic figure with insect-like wings standing in a virtual space with a grid floor.
A 3D model of a humanoid robot with a tree growing from its head, displayed in a 3D modeling software interface. The background features a city skyline.
A digital grayscale 3D rendering of a fairy-like humanoid figure with insect wings, posed in a sitting position, with the words 'gravity sketch' written vertically on the bottom right corner.

VR INK CAMPAIGN 2020

SOUTHERNGFX & Logitech

Black background with the Logitech logo, including the word 'logitech' in white and a blue 'G' symbol.
Close-up of a sewing needle with a thread.

Logitech commissioned SouthernGFX to explore the creative potential of the VR Ink pen and develop a social media campaign around the technology. As consultant Art Director on the project, I worked with the SouthernGFX team to develop the creative approach and demonstrate how VR Ink could be used within art and design workflows.

The campaign explored VR Ink as both a creative tool and a new way of working within virtual space. Using VR, we developed a series of models and visual experiments that demonstrated the precision and flexibility of the pen while showing how ideas could move from sketching and ideation into 3D design.

Working with SouthernGFX's in-house team, we produced a suite of models, videos and promotional content for the campaign. The work focused on the creative process as much as the finished outcomes, giving audiences an insight into how VR Ink could become part of an artist or designer's workflow.

A humanoid robot with a white and gray body standing in a large industrial space with a high ceiling, graffiti on the walls, and various objects on the floor.

Art Direction and Co-Creation in VR

This work is linked with our research paper: Can co-creation in extended reality technologies facilitate the design process?