The American Horror Story Season 6 theme may be one of the biggest secrets in Hollywood at the moment, but that hasn’t stopped FX from promoting previous seasons of the acclaimed anthology in an interesting manner: through virtual reality.
San Diego Comic-Con patrons were able to immerse themselves in the world of American Horror Story in July, through a VR experience that brought some of the most iconic aspects of the series to life. FX partnered with the design firm, North Kingdom , to create the experience, which even pundits at gaming outlets such as IGN have described as “terrifying.” That is exactly what North Kingdom aimed to achieve.
“VR is a very great medium to have a visceral experience that is affecting all of your senses. The simple insight was, how can we create a feeling of fear?” North Kingdom Executive Creative Director and Partner Daniel Ilic told iDigitalTimes. “One thing that came up quite early in the process was to emulate phobias, such as claustrophobia and vertigo, fear of clowns.”
The experience is partly an in-depth look into the the various worlds of American Horror Story, but also a group psychology experiment, according to Ilic. Fans will recognise many aspects from the show. They will encounter Twisty the clown from Freakshow, be locked in a cadaver drawer by the White Nun from Asylum and fall down the elevator shaft from Hotel. From a sensory perspective, North Kingdom aimed to play toward specific phobias, such as claustrophobia, vertigo and coulrophobia (fear of clowns), while paying homage to the show that elicited those fears through the medium of television.
“ [American Horror Story] is a beautifully crafted show, it's based on American Gothic storytelling, which is very particular and very regimented in a way. We wanted to use some of that,” Ilic said. “It's both the tribute part but also being there for real, or at least in VR -- that's the best part.”
Powered through HTC Vive, the experience actually begins, not when patrons are outfitted with headsets, but rather outside an ominous black structure with an American Horror Story logo. Once patrons enter the space, they are directed by ambassadors, who aim to get them in the proper emotional state for the experience. Then there is the creepy yet soothing voice that to lulls them into a false sense of comfort before laying on an unusual architectural formation of five beds and putting the headset on.
Ilic told iDigi that seeing patrons’ reactions and hearing about their experiences in the American Horror Story VR world was extremely rewarding. “Some people came out screaming, shivering, shaking and at the same time laughing. Some people became pale and really afraid,” he said.
North Kingdom is a 15-year old design company that has created campaigns for clients such as Google, Disney and Lego, in addition to FX. Illic admits the team is new to virtual reality, but noted delving into new technologies is part of the firm’s ethos.
“The design experience and the really interesting and capable technology that gives you a lot of opportunities to cause this reaction such as fear or happiness or joy,” Illic said. “We're just getting started on all the possibilities that VR caters toward.”
Much of the American Horror Story VR experience was tested on North Kingdom staff. Through this experimentation, the firm discovered the best way for users to experience optimal fear potential was by lying down. This prompted the creation of the five-part bed contraption that is integral to the experience.
“It's an uncontrolled environment, where you get to be very participative but we kind of challenged that too in the sense that we wanted to catch you in a state where you were most vulnerable,” Illic said.
The firm used CG to create a “faux-realism” in the American Horror Story VR world, which included real actors and authentic props from the show, including Twisty the Clown’s actual costume. North Kingdom set actors up in body rigs to steer and perfect their movements, so that in VR, aspects of the experience appear to be happening in real time. “That was a breakthrough for us to create that very authentic sense of presence,” Illic told iDigi.
The American Horror Story VR experience does not include any aspects from the coming Season 6, which premieres Sept. 14. It remains uncertain whether the experience will be expanded or updated to include new story lines; however, North Kingdom would be excited to continue the developing a VR world based on the show.
“Based on reactions, how the audience felt about this and the attention that it got. It's easy to say we would love to see this continue to live in one shape or form. Nothing's set yet,” Illic said. “It's a great way to bring fear to the people in a controlled environment that gives the show and gives FX a lot of attention.”
FX declined to comment on any further collaboration with North Kingdom.
