Confused.com
The World’s Greatest Commute
Role: Creative Director, Copywriter
“This 360 video of the world’s best commute will make you want to move to Norway” - Business Insider
The Brief
As they made the strategic shift towards targeting motorists confused.com the financial and insurance comparison website wanted to get famous amongst drivers. They also wanted to capitalise on the trend of 360 immersive VR video. I was tasked with creating a piece of content that resonates with their core audience, celebrated the driver, and delivered links for SEO and media coverage.
The Creative
I wanted to give the 360 film a news hook that would help secure media coverage so I wanted to take something relatively mundane and source of frustration for many drivers, the humble commute, and inject some much needed fun. After research we found a number of beautiful and picturesque roads that would bring the ‘commute’ idea to life, before settling on The Atlantic Road in Norway known to be one of the world's most beautiful drives.
The Results
The response was overwhelmingly positive, with Jaunt featuring the film on the homepage of their app. 80% of all views of the film were to completion and it featured on Business Insider and The Telegraph.
The devil is in the details…
“It‘s so beautiful, I can’t believe it”
We wanted to go beyond the existing 360 driving videos and deliver an immersive interactive experience that really brought the concept to life like never before. Partnering with Jaunt, a pioneer that helped spur the growth of VR, to use their world class camera and crew we set sail (actually it was a plane) to Norway to capture the road. Over a period of several days we documented drives through a variety of light and weathers to capture a piece of film that showed the driving experience in all its glory.
To add another dimension we interviewed Norwegian ‘commuters’ and even the chairman of the build and created an audio narrative accompaniment that guides the viewer through the experience.