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Elle Style Awards shifts to digital in Samsung’s Gear 360's first fashion stream of its kind

At the close of the London Fashion Awards Elle partnered with H&M to experiment with 360-degree video footage of the Elle Style Awards 2016, captured by Samsung’s Gear 360, to bring audiences closer to the event through an immersive brand experience.

The annual event marks the close of London Fashion Week, and was shot on Samsung Gear 360 which was launched at Samsung Unpacked at Mobile World Congress (21 February). It marks the first time the 360-degree camera has been used to shoot at an event like this.

The objective was to create an immersive brand experience, providing viewers with a unique perspective on the event. Marketing specialist Harte Hanks created a teaser campaign and coordinated production of the 360-degree video now streaming on ELLE’s and Samsung’s digital platforms.

“Samsung’s Gear 360 is all about unprecedented experiences,” explains David Chandler, director of strategic accounts at Harte Hanks. “This project enables people to enjoy the depth and breadth of the ELLE Style Awards in a way that has never been possible before. With the growth of 360-degree video content on YouTube and Facebook, this product represents an important step towards accessible virtual reality content that can be enjoyed with or without a VR headset.”

Samsung Gear 360 is a 360-degree camera that provides an all-encompassing visual experience and enables users to create their own virtual reality content.

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