Brand’s Colourful Chocolate Candies Star in KAWS’ First Ever Virtual Reality Film
M&M’s has released a new virtual reality film developed by contemporary artist KAWS and the art-fashion-media icon Visionaire to celebrate the brand’s 75th Anniversary. The film is available to view in Virtual Reality and 360 on the M&M’S YouTube channel and Visionaire’s website.
KAWS, a New York-based artist and designer of limited edition toys and clothing, combined M&M’s colourful chocolate candies with his prolific and playful intricacies in the film, creating an unforgettable experience for fans of both the pop-culture artist, as well as the brand. The virtual reality experience offers fans access into the wilderness of KAWS’ mind via a 360-degree landscape of swirling colours, mystifying perceptions and transforming shapes.
“This immersive collaboration with KAWS was a natural fit for the brand as we continue to celebrate 75 years of colourful M&M’s fun,” said Tanya Berman, Brand Director, M&M’s. “KAWS’ unique artistic take on the virtual reality trend creates a truly vibrant and unforgettable extension of our well-loved, colourful identity.”
“Celebrating the beloved M&M’s 75th with VR film technology and the colourful mastermind of the artist KAWS was pure and fun to make. We are always looking for ways to push artistic storytelling into the future,” added James Kaliardos, Co-founder of Visionaire.
In addition to releasing the film online, M&M’s also collaborated with KAWS and Visionaire to create a free immersive viewing experience at the New York Public Library.