Ant Middleton, former British Special Forces Operator, Sunday Times Best Selling Author, and TV star, has partnered with PhotonLens, augmented reality smart glasses experts, to create an epic virtual reality experience inspired by Middleton’s intrepid climb of Mount Everest. 70 of the VR PhotonLens headsets preloaded with the content will be donated to universities to inspire tech innovation and mental resilience, within young people.
The campaign, produced by digital agency Be-Hookd, will immerse fans into a 360 virtual reality world and an intimate VR experience with Ant Middleton as he discusses the mental and physical challenges that he battled during his deadly voyage climbing Everest, as recalled in his recent book ‘The Fear Bubble: Harness Fear and Live Without Limits’.
The exclusive content will also be available to a select few lucky fans as 40 PhotonLens VR headset pre-loaded with the experience will be given away via a competition across both Ant Middleton and Photonlens’ social media channels from June 2021. Be-Hookd will execute the global digital roll out.
PhotonLens is a mixed reality smart glasses company that offers bespoke virtual reality and augmented reality media production and hardware customisation services for talent and brands in addition to its core product which is oriented towards exercise, play, and changing the way users experience their environment.
Speaking of the partnership, Ant Middleton, said: “I am so excited to be teaming up with PhotonLens to immerse fans into my unique mindset by showing you how to use and harness your personal fears to your advantage. It’s been a privilege to work with the team and bring an experience that taught me so much, to more people, in such an immersive and unique way.
It’s pretty epic to work on a project inspired by my Everest climb for people to enjoy from the comfort of their own living rooms.
“I am also so pleased to be able to donate the mixed reality headsets to universities, to support students who have had a tough time over the last year, to help enhance their studies, encourage innovation and to share my own mental wellbeing advice that I learnt through my Everest climb.”
Lisa Pan, PhotonLens co-founder and former chairman of Jagex, added: “We are delighted to be working with Ant Middleton, the world-class adventurer, to actualise his epic Mount Everest climb into an exclusive VR experience. We are so proud of the production and work that has gone into creating the vivid and detailed content.
We’re so passionate about collaboration, using high-tech to create unique and wonderful experiences from the worlds of adventure and entertainment. It’s been a pleasure to be able to transport PhotonLens users to other realities and immerse them in their favourite experiences especially during these fraught times.
We have seen the detrimental effect the past year has had on young people’s mental health and the disruption COVID-19 has had on their studies. We hope that in partnering with universities to donate Photonlens headsets we might help contribute to the student’s learning experience and help arm the next generation of tech innovators with inspiration as to what can be achieved.
“Watch this space for more collaborations and partnerships.”
Be-Hookd Founder and CEO, George James, commented: “Whilst 2020 and likely much of 2021 has seen travel, music and entertainment, amongst other industries, hugely impacted by the pandemic, it has challenged us to think more creatively and design campaigns that will fill the void for those craving experiences – whether that’s an intimate gig or a treacherous mountain climb.
To be able to bring together PhotonLens and Ant Middleton to create such an epic production was an honour, we are delighted to have worked closely with Ant to deliver a VR experience as true to his climb as possible, accompanied with his anecdotes and personal stories.
“Be-Hookd has always centred our work around the fans, nurturing fan culture and building content and campaigns with maximum fan engagement and growth at its core, we are delighted to present Ant’s fans with the opportunity to enjoy such a bespoke and exclusive experience with him.”
Be-Hookd is an award winning digital agency specialising social campaigns and partnerships that place brands in the centre of culture. Those interested in finding out more about Be-Hookd can visit https://www.be-hookd.com/.
Those interested in finding out more about PhotonLens can visit www.photonlens.com
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