France tv publicité: "Odyssées virtuelles", a web series on the advertising universe in the metaverse

France tv publicité (FTP) has launched the web series Odyssées virtuelle (three episodes), produced by Ante Bellum Films, which explores “the media and advertising universe in the metaverse ” and innovative creative possibilities by 2035. With this "first in France for an advertising agency", the subsidiary of France Télévisions, associated with the Innovation department of the public group, wants to " anticipate the uses of tomorrow " and "educate around these new uses"., explained Marianne Siproudhis, CEO of FTP, quoted in the press release published on Monday, May 22.

In the manifesto that it publishes on this occasion, France tv publicity explains that in the metaverse, "the advertising world will not be duplicated" but "integrated" and that it "is increased by an ' immersive attention value ””. At the service of the media and brands, the challenge will be in particular to allow the emergence of a “new economy of bonding”.

The web series follows the adventures of Rvé and Kiria, two “ Vtubers, who present a vlog dedicated to the metaverse”. Several “guests” from France Télévisions are playing the game, in particular Samuel Etienne or Nelson Monfort, who will appear over the course of the episodes.

The videos were “shot entirely via the VRChat platform, in virtual spaces with environments and avatars produced upstream”, specifies the press release. It had already been used by France Télévisions for Stade 2 and Roland-Garros (Satellifacts, February 7, 2022 and May 24, 2022). The camera, sets and costumes are virtual, but “the characters were played by actors dressed in immersive suits, their movements reproduced via sensors and their voices recorded during filming”.