Alex Horton and Alex de Rakoff, a directorial duo with a pedigree in gaming, live action and counter-culture, have formed an exclusive partnership with global production company UNIT9 to build the next generation of VR commercials through game technology, motion capture and cinematic content.
Horton and de Rakoff first met in 2010 when working together on EA’s gaming classic “Need for Speed: The Run.” They describe their professional connection as one based on a mutual desire to blend progressive technology and storytelling techniques with the latest trends in pop culture.
The credentials of de Rakoff span writing and directing expertise (from promos for Madonna and NERD to UK gangster flick ‘Dead Man Running’ with 50 Cent) while Horton has extensive art direction and design skills (lead animator of Grand Theft Auto III and GTA Vice City, among others). Together as a directing team they now look to make a major mark in VR brand storytelling in tandem with UNIT9.
“The goal is not to enslave a story or experience to the most popular technology of the hour, but to use gaming and cinematic techniques to provide a more engaging story and memorable interactive experience,” said Horton. Combining skills intuitively, Horton and de Rakoff approach a VR assignment from the end-user first, constructing the user experience in pursuit of something beyond the story and technology.
“It’s an exciting time for brands to work with VR. The home theatre is set to be revolutionized by the impending mass-market launches of electronic suppliers’ VR headsets. ‘At home’ storytelling will evolve from the physical to a full cinematic approach,” said Piero Frescobaldi, chairman and co-founder of UNIT9. “Horton and de Rakoff’s unique expertise will push the boundaries of VR commercials, allowing brands to own this new immersive form of entertainment.”
The duo’s first director collaboration with UNIT9 came while working on the Wimbledon-inspired virtual reality experience for Stella Artois, The Perfect Flight, which took users on a first-person journey through the eyes of Rufus the Hawk, Wimbledon’s official pigeon scarer. From there Horton/de Rakoff’s synergy with UNIT9 became evident. Together the partners are looking to support brands within the fashion, sports and pop culture sectors, helping them find new ways of telling the brand stories.
De Rakoff concluded, “UNIT9 is a great partner for our new directing venture. They are extremely ambitious when it comes to exploring innovative technology and we totally connect on a cultural wave length. We’re very much looking forward to working with agencies and brands to give consumers unique, innovative experiences in VR.”
