HACKETTSTOWN, N.J., Jan. 29, 2017 /PRNewswire/ -- Today M&M'S® Brand 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 page and on visionaireworld.com.
The new film combines the joy of M&M'S® colorful chocolate candies with the prolific and playful intricacies of KAWS to create an unforgettable experience for fans of both the pop-culture artist, as well as the brand. The virtual reality experience offers fans unprecedented access into the wilderness of KAWS' mind via a 360 degree landscape of swirling colors, 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 colorful M&M'S fun," said Tanya Berman, Brand Director, M&M'S Brand. "KAWS' unique artistic take of the virtual reality trend creates a truly vibrant and unforgettable extension of our well-loved, colorful identity."
"Celebrating the beloved M&M's 75th with VR film technology and the colorful mastermind of the artist KAWS was pure and fun to make. We are always looking for ways to push artistic storytelling into the future," says 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 on Sunday, January 29, from 1pm – 4pm.
VISIONAIRE conceptualizes and produces films, public art installations, experiences, branded content, art multiples and products—all curated through the lens of art, fashion and contemporary culture. With its unparalleled roster of contributing artists, photographers, filmmakers, fashion creatives, and cultural icons, VISIONAIRE remains at the forefront of ground-breaking creativity in all different media. Visit visionaireworld.com and follow @visionaireworld on Instagram.
With a practice that consistently shows his formal agility as an artist, as well as his underlying wit, irreverence, and affection for our times, KAWS draws inspiration from pop-culture animations to form a unique artistic vocabulary. His refined graphic language revitalizes figurative art through bold gesture and keen, playful intricacy. One of the most relevant artists of his generation, KAWS engages audiences with his prolific body of work across paintings, murals, large-scale sculptures, graphic and product design, and now, virtual reality. Follow @KAWS on Instagram.
About Mars, Incorporated
Mars, Incorporated is a private, family-owned business with more than a century of history, $35 billion in sales, and six diverse business segments producing some of the world's best-loved brands: PEDIGREE®, ROYAL CANIN®, IAMS®, BANFIELD® CESAR® (Petcare); M&M'S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY®, TWIX® (Chocolate); DOUBLEMINT®, EXTRA®, ORBIT®, 5™, SKITTLES® (Wrigley); UNCLE BEN'S®, DOLMIO®, MASTERFOODS®, SEEDS OF CHANGE® (Food); ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA COMPANY™, KLIX® FLAVIA® (Drinks); and COCOAVIA® (Symbioscience). Headquartered in McLean, VA, Mars operates in 421 facilities across 78 countries, where our more than 80,000 Associates —all united by the company's Five Principles of Quality, Efficiency, Responsibility, Mutuality and Freedom –strive every day to create relationships with our stakeholders that deliver growth we are proud of.
For more information about Mars, Incorporated, please visit www.mars.com. Join us on Facebook, Twitter, LinkedIn and YouTube.
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SOURCE Mars, Incorporated