a priceless
view

role: senior art director
agency: mccann ny

In today’s world, experiences matter more than things. We needed to find an experiential way to entice cardholders to book Mastercard’s Priceless Cities experiences. We had to go beyond beautiful photography and thumbnails – so we invited cardholders to sample a few of the experiences for themselves, in virtual reality.

We embedded Gear VR technology into a Viewfinder so that when cardholders stepped up to it, they were instantly transported. Using gaze tracking technology, cardholders chose their own adventures as they walked around the crown of Christ the Redeemer, hung out with Chef Ludo Lefebvre at Trois Mec, and joined legendary golfer, Graeme McDowell on the green at TPC Sawgrass. Afterwards, they could book their preferred experience directly on priceless.com via a tablet attached to the viewfinder.

The Viewfinder made its debut at the 2017 Mobile World Congress.