A representational study on media and the marketing of consumer advertisements/environments. Some have compared it to “Black Mirror” and “Requiem of a Dream”.
▼360 YouTube Video | Feel free to pan and observe the full space of the video as it plays▼
“We have a lot deals, and not just a lot, but a parking lot of deals” …
This pitch is meant to sell and intrigue, seemingly enticing enough to perhaps convert viewer attention into sales. Traditionally, the consumer experience of television advertisements relies on the truths being sold to appeal consumers that may desire a product or services being sold. “Buy Now” began as an exercise on representation but slowly developed into a study on media and marketing, questioning the packaging of the advertisement all together. Designed as a new medium of advertisement, the VR commercial offers the consumer a streamlined experience in an almost Wonka-Vision like transmission. “Buy Now” brings the user to the living room, a common space that often features a television set and a spectator on the couch, feeding on easy entertainment. Just as marketing has been finely tuned to exploit our desires and convince us we need it, “Buy Now” removes the agency of the viewer and transmits them to the sales lot, bypassing the whole ordeal of starting a car and driving in traffic. The viewer arrives on site and is placed on the lot, greeted by none other than, “Mr. Salesman”. The experience has all the components of a “bombastic” sales ad but clearly has little substance, only offering a few products that fail to produce excitement comparable to the pitch of Mr. Salesman. As a critique of this lackluster product offering, the objects lack allure but are available… and on sale!
With an Oculus Quest (Gen. 1) and a Kodak ORBIT360, I set out to explore the affordances of these technologies with a touch of irony and humor. The project critiques consumer desire—mirrored by my own impulse to acquire these "shiny" and "new" gadgets.
Using the 360 camera, I questioned, What environment is worth capturing in 360? Typical architectural scenes, while visually appealing, often feel mundane. I realized that dynamic interaction and activity would make the 360 footage more engaging. This led to the concept of a "Salesman Commercial," staged in empty parking lots during COVID-19. Social distancing regulations ruled out consumers, so the Salesman's scripted movements became the focal point, providing a narrative and engaging the viewer.
Integrating the footage into VR transformed it from video to experience. A modeled and textured living room evokes familiarity—a space you feel you've occupied without ever stepping into it. Objects in the scene encourage exploration before the camera directs attention to the CRT television. Stereo audio enhances immersion, with a fan's hum and TV static setting the mood until channel surfing captures the viewer's focus. Finally, the experience culminates in a "Buy Now" ad, offering a playful critique of consumerism.