Horizon Media is launching UNCVR, a new specialty practice within the agency that will develop virtual reality (VR), augmented reality (AR), mixed reality (MR), and 360 video content for clients.
The new unit -- named for the team’s ability to “uncover” new media -- will partner with STXsurreal, the immersive content unit that is part of the Burbank, California-based film and TV studio STX Entertainment.
Another partnership with OmniVirt will create unique ad products as well as a curated VR and 360 content platform.
UNCVR will be led by Horizon’s VP mobile strategy Sarah Bachman and director of social strategy Monika Ratner, both reporting to Horizon's chief digital officer Donnie Williams.
In conjunction with the unveiling of UNCVR, Horizon and STXsurreal are launching what they are calling the first-ever VR upfront later this month to help marketers understand the future of immersive video experiences and storytelling. At the upfront the partners will offer a turnkey product that is positioned as brand safe, scalable and measurable.
“We have a proven track record of testing emerging mediums early and expanding our capabilities to elevate consumer engagement,” says Bachman. “We have already created powerful VR and 360 video initiatives and we are eager to continue to transform how we define the mobile experience.”