Paraíso Secreto
Corona
Issue 45 | December 2017
Agency
W+K Amsterdam
Creative Team
Executive Creative Director: Mark Bernath, Eric Quennoy Creative Director: Anita Fontaine, Geoffrey Lillemon, Alvaro Sotomayor SET DESIGN: COCOLAB Director: Alejandro Machorro Business Development: Carlos Velazquez Project Manager: Christian Mejía Project Producer: Andrés Mejías Chief Set Designer: Felipe Linares Set Design Coordinator: Mayra Meneses Art Department: Luisa Guala, José Luis Cruz, Sebastian Álvarez, Alex Bermeo, Antonio Pirron, Rodrigo da Silva, Epi Calzada Head Model Maker: José Luis Cruz Concept Artist: Epi Calzada, Octavio Herrera Chief Operation Officer: Alejandro Araiza Logistics and Operations: Jesús Hernandez, Francisco Soto, Christian Romero, Sergio Guzmán, Marco Salazar Infrastructure : José Luis Patiño Chief Lighting Designer: Paolo Montiel Lighting Operator: Gerardo Montes, Valeria González, Jorge Garatachea, Carlos Garatachea. Software Engineer Leader: Josué Ibañez Software Q.A.: Jerónimo A. Zandi, Eduardo Jimenez.
Production Team
Production Head of Broadcast Production: Joe Togneri Director of Interactive Production: Kelsie van Deman Broadcast Producer: Lizzy Harris Interactive Producer: Annatruus Bakker INTERACTIVE PRODUCTION COMPANY: MILL+ Creative Directors: Adam Parry, Adam Grint Producer: Jarrad Vladich 3D Tech Lead Artist: Ed Thomas Lead Developer: Roberto Costas Fernandez 3D Art Lead: Dan Moller Creative Engineer: Noel Drew Engineer: Martin Thelwell Event Producer: Eric Alba Developer: Michael Hunualt Lead Concept & Environment Design: German Cassado Concept & Environment Design: Jiyoung Lee, Cameron Johnson Modelling & Texturing: Marta Carbonell, Michael Greenwood Rigging: Andres Graichen Animation: Jesus Parra, Philippe Moine, Kieran Russell, Sinu Raghavan, Appu V, Dhiran Karkera , Roshni Kakad EVENT PRODUCTION: SICARIO Event Producer: Mayari Machado Assistant Producer: Lilyana Zea Project Manager: Rodrigo Pérez Graphic Designer: Marcos Chávez PR Manager: Eileen Tuma PR Leader: Carlo Ross Agency Director: Fernando Gómez FILM PRODUCTION PRODUCTION COMPANY: W+K PORTLAND Director: Quentin van den Bossche Line Producer: Lizzy Harris FILM PRODUCTION - MEXICO PRODUCTION COMPANY: THE LIFT Executive Producer: Ihxel Pérez Line Producer: Iván Melicoff Abril Director of Photography: Emilio Valdez EDITING COMPANY: JOINT Editor: Quentin van den Bossche Assistant Editor: Kevin Alfoldy Post Producer: Catherine Liu Executive Producer: Leslie Carthy AUDIO POST: JOINT Audio Mixer: Noah Woodburn Audio Assistant: Natalie Huizenga MUSIC Artist / Title: Noah Woodburn – “Doors Closed Corona” Music Company: JOINT POST PRODUCTION : JOINT Lead Flame Artist: Leif Peterson Flame Artist: Stephan Lectez VFX Producer: Nikki Richter TELECINE: JOINT Colorist: Ryan McNeal
Other Credits
Corona Global Global VP Corona: Thiago Zanettini Global Corona Communications Director: Clarissa Pantoja Global Corona Brand Manager: Evan Ellman Global Director of Entertainment: Jonny Sabbath Mexico VP Marketing - Middle America: Riccardo Diaz Marketing Director Mexico: Alexsandro Pinto Head of Corona Brand Platforms: Rodolfo Vargas Bezaury Director of Marketing Communications: Lucia Olvera De La Garza Planner: Maria Correa Head of Digital Strategy and Comms Planning: Greg White Communications Planner: Hillary Heath Digital Strategist: Freddie Young Social Content Strategist: Jordan Sowunmi Group Account Director: Kirk Johnsen Account Director: Franky Wardell Account Executive: Thomas Missault Creative Developer: Marc Winklhofer Digital Art Director: Leeza Pritychenko Digital Project Manager: Dylan Galletly Project Manager: Janna Boesjes Business Affairs: Kacey Kelley
Date
September 2017
Background
Corona is on a mission to encourage people around the world to reconnect with nature and the outdoors because we spend on average 90% of our time inside1. Corona believes outside is where our best side shines through, but getting outside to experience nature isn’t as easy as it should be with over half of the world’s population currently living in urban areas2. Bringing relief to those who needed it the most, Corona created a secret paradise in the heart of one of the most hectic, overpopulated cities in the world, Mexico City.
Idea
Mexico City is the home to over 20 million people, landlocked and surrounded by snow-capped volcanos and mountains. Stripping away the surrounding concrete jungle, Corona created a secret paradise which combined theatrics, VR technology and interactive set design to enable attendees to experience paradise and inspire them to seek out nature afterwards.
The immersive VR installation simulated a journey to paradise through a jungle setting, awakening the senses and bringing the feeling of being completely immersed in nature. To heighten the realism, sand, heat, wind and even scents, allowed visitors to feel real-world elements as they travelled along a virtual path through the jungle to the beach. The mixed reality experience seamlessly combined the digital and physical world, effectively triggering the brain to truly ignite the feeling of being in Paradise.
“The inspiration for this project was to alleviate a tension for people and that required us to go beyond traditional advertising,” said Thiago Zanettini, Global VP Corona. “We leveraged cutting edge technology in a meaningful way to bring to life the brand’s purpose. To live up to that purpose, we hope to do more initiatives like this next year in our homeland of Mexico and beyond.”
For a glimpse into the secret paradise Corona created visit the brand’s global YouTube channel.
Held at the Gral Prima in Mexico City, the secret paradise launched on Friday 11 August across two weekends. The experience was created by Wieden+Kennedy Amsterdam and the Department of New Realities (WKDPTNR) - a future forward creative division within W+K Amsterdam.
1 Source: Study conducted by National Human Activity Pattern Survey (NHAPS)
2 Source: WHO | World Health Organization