How SWISS and Foundry Flew the World to Wengen

Context

For years, the Lauberhorn Races had been a powerful way for SWISS to celebrate its connection to Switzerland, the Alps and ski culture. But the experience remained mostly local and on-site. The challenge was to turn this iconic event into something people around the world could experience for themselves.

Approach

Foundry developed one of the earliest viral 360 brand films, giving audiences an immersive perspective on the Lauberhorn Races through SWISS’s involvement in the event. Together with Feit Films, we created an orchestrated 360 story featuring the race, a SWISS Airbus A321 and the Patrouille Suisse.

Outcome

The film turned a local sponsorship into a global brand moment. Public coverage described it as a viral hit and a title story across Swiss and Intl. news platforms, proving how immersive storytelling could amplify brand experience far beyond the mountain itself.

Pioneer in 360, early in culture

In 2016, 360 video was still far from standard brand practice. Trade coverage explicitly said the project set new standards in the genre. That gives the case a clear Foundry angle: working early, using new technology with purpose, and making brand communication feel culturally ahead of its time.

Marco Brutsch

Marketing & Comms. Campaigns Manager, SWISS

“Foundry helped SWISS to break with convention and give people a unique perspective on the Lauberhorn Races. It reflected our passion for innovation and our ambition to create ideas that stand out.”

1.7 Mio

Views in two weeks

+40

GoPro Camera's

Airbus A321 & Patrouille Suisse

More than a sponsorship

This was not just documentation of an event. It was an early experiment in immersive storytelling that transformed SWISS’s presence at the Lauberhorn from something people could watch into something they could step inside. That shift made the brand’s connection to Switzerland more vivid, contemporary and shareable.

How SWISS and Foundry Flew the World to Wengen

Pioneer in 360, early in culture

More than a sponsorship

Success stories. With proven results.