PSFK interviewed VP of USA TODAY's branded content branch GET Creative Kelly Andresen about how the studio is moving the needle in the VR ad space

Virtual reality stands to revolutionize how a handful of industries approach their work, and it has already hinted at its disruptive potential in the advertising space. With hundreds of innovative brands experimenting with VR, we’ve subsequently seen the rise of productions like a visit to Stephen Curry’s childhood to ‘step inside his shoes’ or L’Oreal’s corporate decision-making VR lab, used to accelerate the rollout of new merchandise. At a time when advertising’s tides have shifted away from blatant self-promotion towards entertainment in the form of experiential narratives, VR would appear to be the perfect tool to capitalize on the trend thanks to its unprecedented level of immersion.

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