Shinola's new video crafts a compelling brand story told through comedy, a workplace and its people

People want to feel a connection to a brand that is more than just products and services. Shinola, known for its leather goods, bicycles and timepieces, teamed up with Wilson brothers Luke and Andrew, along with ReelFX, to show the world the company’s factory headquarter in Detroit, Michigan.

The tour brings viewers along for an amusingly clumsy tour led by Luke Wilson in a 360° video produced to be delivered directly to a client. It starts on the rooftop of the factory, and works its way through research & development, a bicycle area, watch manufacturing and leather design studio and quality control. The experience fuses the comedy finesse of the Wilson brothers with the VR and filmmaking expertise of Reel FX.

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