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  • ELLEMEN is Exploring the New Way of Making Content

    紙媒數字化轉型,VR是下一個突破口嗎?

  • 近日,赫斯特集團旗下高端男性雜志品牌《ELLEMEN睿士》開始試水VR,與其他傳統媒體不同的是,他們這次攜手HUGO BOSS和知名影視明星霍建華一起,拍攝了一支VR短片,并成為國內首家拍攝VR影片的時尚媒體。
    In Mar 2016, Hearst Group's flagship high-end male fashion magazine, ELLEMEN, started venturing into virtual reality technology (VR). Joining forces with Hugo Boss and movie star Wallace Huo, ELLE MEN has become the first Chinese fashion media to shoot a VR short movie.

    在《ELLEMEN睿士》五月刊中,整本雜志的專題側重都致力于跟讀者解讀最前沿的VR報道。當然,最大的亮點還是這支名為的VR影片。據悉,此次VR拍攝團隊由《ELLEMEN睿士》主編李寶劍先生親自組隊,編輯團隊全程參與,精心挑選在美國從事多年VR拍攝的專業團隊進行合作,由擁有電影拍攝經驗的美國人Evan Ricks擔任導演,英國人Matt擔任制片。制作過程中ELLEMEN憑借其對于內容的專業把控,在劇本及場景搭建上投入相當大的精力,力求最終呈現的細節到位。
    The May issue of ELLEMEN had a special focus and a report to readers on the cutting edge of VR technology, the biggest highlight being the VR movie: "The Man of Today." ELLEMEN editor-in-chief Li Baojian selected the team behind the making of this VR movie in the person of American director Evan Ricks, who has had a number of years working on feature movies, and Matt Clarke, a UK producer.. 
    During the entire production process, ELLEMEN editorial team invested time and effort to ensure the professional handling of the script and scenario so that every detail would be correctly reproduced.

整支VR影片時長共計兩分半,ELLEMEN邀請了擁有強大粉絲熱度以及優秀業內口碑的霍建華擔當男主角。影片中,他一人分飾三角,以Mr.Huo,Dr.Huo,Boss Huo三個不同的身份展現展現這個獲得萬千寵愛的男人最真實的內心。而與普通VR影片所不同的是,中的這三個場景是同時進行的。戴上VR眼鏡的用戶可以通過轉動自身的角度,分別在不同方位看到不一樣的霍建華。
The duration of "The Man of Today" VR film is two and a half minutes (2’30’’). ELLEMEN invited fans favorite Wallace Huo as the leading actor, a man with an outstanding reputation in the industry. In the film, Wallace plays three roles: Mr Huo, Dr. Huo and Boss Huo. These three identities display the true inner mind of this man adored by millions. What makes "The Man of Today" different to ordinary VR films is that these three scenarios run simultaneously. Users who don VR glasses can rotate their bodies in order to view different versions of Wallace Hou from different angles.

該影片已和《ELLEMEN睿士》五月刊同步上線,而為ELLEMEN用戶特別定制的VR眼鏡也隨刊在一線城市熱點渠道發行。一起上線的還有一款全新的名為ELLEMEN VR的APP,這也是影片的主要投放地。而除了該APP之外,這個視頻也將在國內主流VR APP平臺全面發行。
The film was released online at the same time when ELLE MEN May issue reached the newsstands. Specially made VR glasses were distributed with the magazine at key channels within tier-1 cities. An all new ELLEMEN VR App was also released online to enjoy the VR effect when viewing the film. In addition to this App, the film was also released on major Chinese VR App platforms.


由于國內時尚媒體首次推出VR,《ELLEMEN睿士》五月刊在社交媒體獲得大量的曝光,據資料顯示22分鐘已售出1萬本雜志。
As the first Chinese fashion media to launch VR content, ELLEMEN May issue received a huge exposure on social media and offline: The hashtag #WallaceHuoELLEMEN Cover got 57,489,000 impressions
10,000 copies sold within the first 20 minutes.


為了讓用戶能夠佩戴VR眼鏡更好的觀看影片,ELLEMEN首次嘗試VR眼鏡眾籌,并在18分鐘內項目成功,完成率142%,是優酷眾籌平臺最快完成的項目之一。
For users to be able to wear VR glasses and to enjoy the full VR experience, ELLEMEN initiated crowd funding. The project was successful: within 18 minutes of launch, there was a 142% completion rate. It was the fastest ever project completion on Youku's Crowd Funding platform.

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