Under Fire 360 video

Under Fire 360 video


Wellington, New Zealand

Category Best Use of Video

Overview of this campaign

In 'Under Fire', we set out to investigate an alarming - and unexplained - increase in police shootings in New Zealand. We wanted to examine the circumstances of shootings and to uncover how police could reduce the number of incidents.

Video was our key storytelling tool. We created:

  • A 360-degree video, recreating the setting and timeline of events that led to the shooting of David Cerven. This went beyond previous examples of 360 video by creating a narrative, which built to a crescendo. Music, graphic overlays and dramatic voice-overs took the audience on a journey, while still permitting the freedom to explore the setting via the 360 technology.

  • Three feature videos, each telling the story of shooting victims from different perspectives. All three stood alone as powerful stories. Collectively, they supported the wider Under Fire investigation with personal stories from different perspectives.

  • Additional video supporting the storytelling, including footage of a police training exercise.

The video elements of Under Fire were specifically designed to prompt an emotional reaction and to help explain the backstory of shootings. We innovated with our 360-degree video storytelling to add value to an emerging video technology. We also presented rich and varied visual stories via our three victims stories.


Results for this campaign

Promoted on the Stuff homepage and social channels over four consecutive days, 'Under Fire' attracted over 300,000 page views. On Facebook, the 360-degree video was viewed over 55,000 times, with over 700 reactions, comments and shares. The project itself reached over 170,000 people on Facebook, attracting more than 1500 reactions, comments and shares.

The project underscored Stuff’s reputation as:

  • A publisher of high quality, innovative digital stories on issues of national significance.

  • The New Zealand news organisation with the widest breadth of coverage.

Our efforts to better explain the context of police shootings prompted a response from both police and the independent police conduct agency. Within days, police released more information about their use of firearms. Then, the police conduct agency changed its policy on shooting reports.


To contact a company representative about this campaign, click here for the INMA Member Directory