UK's Analog and W&N Studio grab Cannes Digital Craft Grand Prix for Björk VR experience

A VR experience music video that places the audience within the singer Björk's world of Vulnicura has earned VFX agency Analog and W&N Studio the UK's first Grand Prix at this year's Cannes Lions.

The Digital Craft's top prize-winner allows the viewer to explore the landscape and encounter Björk in her avatar form as mist and entities react to the viewer’s actions and responses.

For the VR experience, Björk recorded a new performance of Notget that was recorded for the project at London motion-capture studio Imaginarium, transforming her into an avatar. Using this as a starting point, Analog modelled the landscape and character designs in Houdini and 3DS Max, and applied photo-realistic details and textures developed in-house.

Two other VR experiences brought home Digital Craft Lions for the UK, including "BBC Home: a VR spacewalk" by the BBC and digital production studio Rewind, which were jointly awarded a silver Lion.

And a bronze Lion went to Google Creative Lab London for "Back to life in virtual reality: Rhomaleosaurus & Giraffatitan".

The UK’s final bronze Lion in Digital Craft went to Possible London and Iris WorldWide London for "Breaking the pattern with Adidas Glitch".

Three US companies were awarded gold Digital Craft Lions, including Google’s Tilt Brush which also up a silver Lion.

The other gold Lion winners were TBWA\Chiat\Day Los Angeles for "G Active Gatorade" and Ogilvy & Mather Chicago's "The one moment" for Morton Salt.

US agencies earned a further four silver Lions and seven bronze Lions.

2017 Cannes Lions winners (UK agencies/companies)

Healthcare Lions (UK winners)

PR Lions (UK winners)