This fully immersive mix of live action and interaction has been created in collaboration with AMV/BBDO London. The concept was born out of the insight that being safe on the road as a cyclist could be as easy as pressing a button. At first glance, the commuting cyclist is on a seemingly normal journey, however engaging with the button will reveal a parallel world that illustrates the product benefit in a striking and dramatic way. By triggering the user’s senses, we want them to be as engaged to the story as possible – dark sounds and quick-paced mood sequences will take them into an almost hostile environment, whereas light sounds and a calmer pace takes them back to a safe space.