NewFronts: StyleHaul Launches VR Series Based on YA Novel 'Free to Fall'

Stephanie Horbaczewski - P 2014
Courtesy of StyleHaul

Each 22-minute episode will feature a segment in 360 degrees.

StyleHaul is bringing YA novel Free to Fall from 2D to 360 degrees. 

The lifestyle-focused digital network is adapting the Lauren Miller novel into a series where each 22-minute episode will feature a short 360-degree segment. 

Set in the not-so-distant future, Free to Fall tells the story of Rory as she navigates her first year of college in a world where every choice is dictated by one app. The three- to five-minute VR clips will take viewers into Rory's perspective as she deals with critical moments of the story. 

"Free to Fall is one of the first examples of a 360 experience being fully immersed as part of a narrative story," StyleHaul chief content officer Mia Goldwyn said Tuesday in announcing the project during the company's NewFronts event in New York. 

Other projects in the works include a docuseries about singer Pia Mia's role as creative director of Madonna fashion line Material Girl, and a program called Collide partnering BMG artists with StyleHaul creators. 

StyleHaul put the focus on its talent at its advertising pitch, sharing testimonials from a number of creators including Mindy McKnight of the channel Cute Girls Hairstyles. 

"Last year we told you who are, so this year I thought we'd tell you how we do it," said CEO Stephanie Horbaczewski. She went on to tout StyleHaul's 2 billion monthly views and the network's engaged audience, 60 percent of which are among the first to own, use or buy the latest beauty product. 

StyleHaul also is expanding beyond its roots in the beauty and fashion space. The company has launched a vertical focused on millennial moms, driven by many of its creators and audience becoming mothers. The company says it now has 900 creators posting motherhood content.

The company also targeted the advertisers in the room with the launch of StyleHaul Society, a platform that will create custom digital and social campaigns for brands. 

The presentation ended with a performance from Andra Day, the first BMG artist to participate in Collide.