Gaming & Live Action Experts Horton & de Rakoff Partner with UNIT9

Alex Horton and Alex de Rakoff, creative pioneers with an unparalleled pedigree in gaming, live action & counter-culture, have formed an exclusive partnership with global production company UNIT9 to build the next generation of VR Commercials through game technology, motion capture and cinematic content.

Horton de Rakoff first met in 2010 when working together on EA’s gaming classic ‘Need for Speed’ “The Run”. They describe their professional connection as one based on a mutual desire to blend progressive technology and storytelling techniques with the latest trends in pop culture.

By combining de Rakoff’s award-winning writing and directing expertise (from promos for Madonna and NERD to UK gangster flick ‘Dead Man Running’ with 50 Cent) with Horton’s extensive art direction and design skills (lead animator of GTA III and GTA Vice City among others), this unique directing duo are partnering with UNIT9 to blow up VR brand storytelling.

“The goal is not to enslave a story or experience to the most popular technology of the hour, but to use gaming and cinematic techniques to provide a more engaging story and memorable interactive experience,” says Horton. Combining skills intuitively, Horton and de Rakoff approach a VR assignment from the end-user first, constructing the user experience in pursuit of something beyond the story and technology.

“It’s an exciting time for brands to work with VR. The home theatre is set to be revolutionised by the impending mass-market launches of electronic suppliers’ VR headsets. ‘At home’ storytelling will evolve from the physical to a full cinematic approach,” says Piero Frescobaldi, Chairman and Co-Founder of UNIT9.

“Horton and de Rakoff's unique expertise will push the boundaries of VR Commercials, allowing brands to own this new immersive form of entertainment.”

The duo’s first director collaboration with UNIT9 came while working on the Wimbledon-inspired virtual reality experience for Stella Artois, The Perfect Flight, which took users on a first-person journey through the eyes of Rufus the Hawk, Wimbledon’s official pigeon scarer. From there Horton de Rakoff’s synergy with UNIT9 became evident. Together the partners are looking to support brands within the fashion, sports and pop culture sectors, helping them find new ways of telling the brand stories.

De Rakoff concludes, “UNIT9 is a great partner for our new directing venture. They are extremely ambitious when it comes to exploring innovative technology and we totally connect on a cultural wave length. We’re very much looking forward to working with agencies and brands to give consumers unique, innovative experiences in VR.”

For more information about Horton de Rakoff please view their UNIT9 page here. To view UNIT9’s latest VR commercials you can download the UNIT9 VR Player via iTunes here.