For decades, we have sent out rovers to explore distant planets in the solar system, places we couldn’t visit. But for most people, the real undiscovered planet is our own. To encourage people to explore the best planet we know, S7 Airlines, one of Russia’s biggest carriers, has created Earth7, a planetary rover destined for earth.
Earth7 was revealed in Moscow as part of an interactive experience, which combined cutting edge space technology with simple gesture control to enable users to maneuver the unique rover and explore the remote secret location thousands of miles away where it was situated. Seated in front of a huge screen transmitting Earth7’s live location, participants were able to remote control the 75kg aluminium machine with just a flick of the hand thanks to a high-speed data connection and kinetic armband.
Developed by Wieden+Kennedy Amsterdam and ISD Group–an experienced team of robot technicians, experts on new technologies, programmers, engineers and industrial designers–Earth7 is part of “The Best Planet,” an S7 Airlines integrated campaign designed to inspire Russians to travel.
Creative director Evgeny Primachenko of W+K Amsterdam said: “We built the Earth7 rover to give people a chance to travel without traveling. Rovers traditionally explore far away planets, however for most Russians our own planet is still untraveled. Through this interactive experience we wanted to inspire people to experience the world themselves, and remind us all that there’s a beautiful planet out there just waiting to be explored.”
Each participant driving the rover had the opportunity to win return tickets for two to any S7 destination worldwide, if they could collect three samples of life on Earth. More than 50 samples were rendered on top of the rover’s live video stream in a dynamically generated gaming interface to encourage players to explore the terrain. With these samples randomly generated each game to ensure a unique experience per player, each pilot had 90-seconds to find their first sample, followed by a minute to find the second and, if successful, another minute to find the last and win a golden ticket. Representative of a different destination that S7 flies too, these samples of life on Earth served as a reminder that from famous attractions to experiences, there are so many amazing things to discover on our own planet when we travel.
Viktor Shkurba, Founder at ISD Group said: “Every innovative project has its challenges that makes it seem impossible. Ours had three: construct a nearly unbreakable rover, create an intuitive interface that means anyone can pilot an advanced robotics system and establish a high-speed connection from Moscow to a distant desert nearly 5,000km away. I’m proud that with just one and a half months of intensive development and endless tests we managed to create an unforgettable user experience, which is truly one of its kind.”
This film gives viewers a taste of the Earth7 installation experience.
CreditsClient S7 Airlines Agency Wieden+Kennedy Amsterdam Mark Bernath, Eric Quennoy, executive creative directors; Joe Burrin, Evgeny Primachenko, creative directors; Teresa Montenegro, art director; Jake Barnes, Annika Taneja, copywriters; Gustav von Platen, interactive designer; Kelsie Van Daman, head of interactive production; Martin Weigel, Alexandre Janneau, planners; Lizzie Murray, head of studio; Cory Chonko, project manager. Production Company ISD Group Victor Shkurba, executive producer/art director; Mikhael Traverse, UX director; Alexander Savin, technical director; Andrew Sergeev, head of development; Dmitriy Myshnev, head of engineering; Olha Muychenko, Svitland Mironchuk, Natalioa Tachinskaya, Ilona Lutsenko, Alexandra Shamsutdinova, producers; Max Hurov, Egor Tatarenko, Zakhar Kozoliy, Aleksi Komarov, Vladimir Veshtak, designers; Ihor Tulub, Anton M. Viktorovich, tech creatives; Marina Petrenko, Daniil Kurbatov, film producers; Nikita Kuzmenko, Yan Kasyanov, Dmitriy Stupin, DPs. Production Partners KA.KA.HA, Life Time Films, Boteon, Front Pictures, Smartgroup. Film Production Joe Roberts, director; Job Kraaijeveld, DP; Pavel Ananich, producer; Pavel Volcheck, line production (Backyard Moscow). Editorial Benjamin Putland, editor. Audio Wave Amsterdam Juan Pablo Thummler, sound designer/mixer. Music Woodwork Music Philip Kay, composer, “There’s No Place Like Earth”; Extreme Music, Audio Network Postproduction MPC Amsterdam Ricky Weissman, Flame; Kai van Beers, colorist; Gwenn Hardouin, producer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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