Fortune Newsroom: ESPN Aimed 360-Degree Cameras on This Top NFL Prospect

By April 19, 2016 31 Comments

“We saw 360-degree video as one of the next big opportunities for storytelling,” says Lindsay Rovegno, associate director of original digital video at ESPN. “In the past we’ve experimented with 360-video clips, but have yet to use the medium to tell a narrative story. 360-degree video allows us to place the viewer in the environment in which we filmed and experience the story as if they were on-site, in this case in the FargoDome with Carson Wentz.”

Evan Kanew, director of the project at Foglight Entertainment, says developing the story was no different than any broadcast journalism story.

“Working in 360 requires lots of planning and control,” Kanew says. “It’s not easy to run and gun and ensure you get quality VR—but that’s just what we had to do with Wentz. Although he was generous with access just before his Pro Day, certainly one of the most important weeks of his life, we had to move quickly to document his story amid many media and training demands.”

Rovegno says since 360-degree video is interactive, ESPN saw this as an opportunity to give viewers control of what they experience within a narrative feature.

“As a native of North Dakota, Wentz could provide a window into life in the Midwest,” Rovegno says. “We used Wentz’s story to immerse users in an environment they might not otherwise experience.”

The experience allows viewers to explore the flatlands of North Dakota, take in Wentz’s practice in the FargoDome, and watch Wentz break down film with his coaches. The user is able to control which part of each scene they experience by rotating the camera to see a different viewpoint.

“ESPN is always looking to expand our multiplatform reach and attract new audiences and Wentz was a great opportunity to try something new,” Rovegno says.

Kanew says 360 video allows fans to get closer to athletes than ever, to sense what it’s like to be in their shoes, and to experience sports in a more sensory way. The medium offers a new perspective that engages viewers to make choices. To take an example from the ESPN story: Should the viewer turn and follow the pass Wentz just threw on the practice field or stay on him to see how he goes about his business preparing for the next drill?

“Beyond that, 360 stories allow for the use of a lot of data and analytic tools that can be really powerful for marketers too,” Kanew says.

Within the sports world, itself, virtual reality is opening up new tools for football coaches to train athletes using both 360-degree video through STRIVR and computer-generated imagery with EON Sports.

Read the full story here.

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