Production company Unit9 is launching a dedicated virtual reality (VR) division to deliver immersive storytelling for brands, following VR campaigns for O2 and 5Gum.

Henry Cowling, former creative director with agency The Viral Factory, will lead the new division.

“Consumer VR is a disruptive force in advertising and it’s here to stay” said Cowling.

“Our mission at Unit9 VR is to pioneer technological and creative innovation, driving VR to fulfill its potential.”

“We typically think of content as something we watch or interact with, but VR empowers brands to give their users wholly immersive, visceral experiences. All those videos you see online of people falling out of their chairs - they’re real - the medium literally makes you fall out of your chair!”

Unit9 VR will open with a pop-up VR showcase starting Thursday 11 September in Lambeth, inviting industry professionals to experience the Oculus Rift and other virtual technologies every Thursday and Friday by appointment.