Cutting Edge Sees Advil Speed Through Pain in Futuristic VR Campaign

Cutting Edge, a leading VFX collective with studios in Sydney and Brisbane is excited to reveal its fully CG Virtual Reality experience as part of high-energy rebrand campaign, ‘Virtual World’ for Pfizer Advil via Matterhorn Advertising.


Advil VR experienc CG world Cutting Edge Matterhorn Advertising Samantha Daley Simon Maddison VFX VR experience

advil_TVC Photo: Advil TVC image

Sydney, NSW – The two minute VR film created for the Samsung Gear headset, lets people experience the benefits of Advil first hand, inviting them into a high stakes, hyper-real ride that leaves pain for dead. The campaign also includes a combined CGI and live-action commercial and seamless 360 online video. Cutting Edge director and VFX supervisor Simon Maddison led both the VR experience and TVC.

“The TVC lent itself perfectly to virtual reality; the viewer is the rider, racing through a fully CG world, smashing through pain ‘crystals’ as the environment constantly builds and moves around them,” said Maddison.



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