New virtual reality (VR) experience “Eye to Eye” recently debuted in Germany. Animal-rights organization People for the Ethical Treatment of Animals (PETA) collaborated with creative agency Kolle Rebbe and digital agency Demodern, to create “Eye to Eye,” the first VR dialogue experience between humans and animals. The interaction begins with individual users sitting in a room and putting on a VR headset. Throughout the program, the headset creates visuals of an animal that talks with the user about freedom, and life in captivity, and includes firsthand imagery of settings such as labs and slaughterhouses. The experience is currently on tour and the “Eye to Eye” Truck is available upon request for events.