Ricoh approached Bonfire Labs to help launch their amazing new camera called the Theta, which shoots a 360˚ (spherical) image. The Bonfire assignment was to come up with a tagline, a website, a concept/inspirational video, and a how-to video for the worldwide launch. Working with the Ricoh product team in both the U.S. and Japan, Bonfire was challenged with introducing the product in a way that was as innovative as the product itself. Bonfire rose to the challenge by incorporating the street appeal of freestyle public art in a 360˚ environment. Bonfire secured a large studio to provide a blank slate for acclaimed muralist, Sirron Norris, to express his art. Over a two day period, Sirron prepped and painted the space. The process was seamlessly captured and shared using the Theta. The resulting video displayed the ease of use and visual appeal of the camera, while piquing the interest of its intended target audience with cool, creative subject matter. Starting with a responsive design for the micro site, and continuing through the live action "concept" video, and the animated "how to" video, Bonfire's tagline "Beauty is all around" informed all the creative for the launch. The final site cohesively packages both videos, along with a gallery of images and product specifications, putting this unique camera center stage for a global audience.