The Woolmark Company

Follow wool from farm to fashion in cinematic VR

VR Sales & Content Marketing

Events & Activations

Start Beyond always push themselves to deliver the best for a client, challenging us to shape and recraft our brief to both best utilize VR technology but achieve our aims. They don’t simply just take a brief and deliver, they work with us to ensure our spend is best utilized and that we get not only the best value for money but the best product as a result. It is an open and collaborative process and has resulted in a finished VR experience we now utilize around the world.

Damian Madden
General Manager, Digital, Woolmark

Objective

To showcase the Woolmark brand: from Farm to Fashion
Create an app with 3 immersive 360° experiences
Highlight Woolmark's education, collaboration or innovation
Allow for continuous app updates to feature the latest design and textile trends

Execution

Tailored Oncio app allows new content to be continuously added
The app features an interactive fly-out sales window
The app also includes a 360° fashion interactive
The 360° fashion showcases Woolmark's designs and textiles
The app also features cinematic VR shot in rural Australia
National Geographic premiered a teaser of the app in January

Project Gallery

A closer look at how we brought this project to life — from concept to final experience.

360° view of a large flock of sheep grazing in a field at sunset, with a bare tree silhouetted against the sky.

360° view inside a wool shearing shed, with a pile of freshly shorn wool on the floor and sheep in a holding pen.

Woolmark Company VR interface titled "Cutting-Edge Apparel," showing a fashion model and a fabric close-up with a Start button.

Three smartphones showing The Woolmark Company's VR app, with menu categories, an About page, and a "Woolgrower" video screen.

Smartphone showing a split VR view of grazing sheep at sunset, labeled "Compatible with Google Cardboard, Gear VR."

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Start Beyond Team

Start Beyond is Australia's leading VR & AR immersive learning studio. Helmed by CEO Angus Stevens, the platform and studio teams work closely to develop memorable, scalable, and effective XR training solutions. Clients include Woolworths, St John Ambulance, CommBank, UTS, ANSTO, and Qantas.