Ant Middleton and PhotonLens partner for VR Everest climb
British smart glasses company PhotonLens has teamed with former SAS operator, author and TV personality Ant Middleton to create a virtual reality experience to recreate the latter's climb of Mount Everest.
The campaign is set to be produced by digital agency Be-Hookd and will immerse fans into a 360 virtual reality world and an intimate VR experience.
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This will follow Middleton as he discusses the mental and physical challenges that he battled during his death-defying voyage climbing Everest, as recalled in his recent book.
Virtual reality is still a relatively fledgeling sector and is closely related to other interactive technology mediums such as gaming.
It is still expensive to develop and affordable headsets are still uncommon.
The campaign is donating 70 VR headsets with the Everest content pre-loaded to various universities to inspire technology innovation as well as looking to bolster mental resilience in users, particularly young people, who are currently disproportionally involved in a mental health crisis.
Referring to the partnership, Ant Middleton revealed he was excited to be teaming up with PhotonLens to provide an immersive experience into his "unique mindset" which may allow student firsthand experience in harnessing their fears to their advantage.
He said: "It's pretty epic to work on a project inspired by my Everest climb for people to enjoy from the comfort of their own living rooms.
"I'm also so pleased to be able to donate the mixed reality headsets to universities, to support students who have had a tough time over the last year, to help enhance their studies, encourage innovation and to share my own mental wellbeing advice that I ratified through my Everest climb."
Over 4,000 people in total have climbed Everest since Edmund Hillary first conquered the peak in 1953.
Middleton climbed the peak in 2018 as part of a TV show he was hosting.
PhotonLens co-founder and chairman of gaming company Jagex Lisa Pan said the team were passionate about collaboration and using high-tech to create "unique and wonderful" experiences.
She added: "We have seen the detrimental effect the past year has on young people's mental health and the disruption Covid-19 has had on their studies.
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"We hope that in partnering with universities to donate PhotonLens headsets we might help contribute to the student's learning experience and help arm the next generation of tech innovators with inspiration as to what can be achieved."
Be-Hookd Founder and CEO, George James said: "Whilst 2020 and likely much of 2021 has seen travel, music and entertainment, amongst other industries, hugely impacted by the pandemic, it has challenged us to think more creatively and design campaigns that will fill the void for those craving experiences - whether that’s an intimate gig or a treacherous mountain climb."
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