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Telekom Tangible Virtuality
A social VR brand experience where up to three people become part of a digital world and co-create a new form of artwork.
Client: Deutsche Telekom AG Agency:i22, Meiré und Meiré
Task
The task was to create a state-of-the-art Virtual Reality brand experience for the visitors of the Mobile World Congress 2019 in Barcelona, the largest mobile event in the world.
Implementation
An integral part of the user experience involved a specially designed wireless Virtual Reality setup. Despite diving into a virtual world with the VR headset, this setup allowed up to three people complete freedom of movement at the same time. Furthermore, through the fusion of the real and the virtual, new interaction possibilities were created for users. They could not only see each other, but also interact with and feel their immediate environment. Important factors for breaking down the boundaries between the real and digital worlds were the virtual projections of the users’ hands as well as the physical elements of the exhibit – such as the 1.8m spheres, which served as the user interface for the collaborative creation of a digital artwork. Additionally, a relaxed and undisturbed VR-experience was made possible by a harmoniously separated interaction area of the exhibit.
But the user experience did not end by taking off the VR headset. In order to demonstrate the integration possibilities of the latest technologies, the trade fair experience was complemented by a digital give-away. Fully automated, the visitors received their jointly created artwork in augmented reality as well as a stylishly staged ready-to-share 2D image via email – directly on their mobile device – and shareable via social media.
Result
The result is an immersive social virtual reality brand experience. For the first time, multiple users were immersed in a digital world without being restricted in their freedom of movement by cables. In both worlds, the newly born artists were able to physically touch elements of digital reality and co-create a new form of artwork. By extending the UX with the Augmented Reality feature, users were able to enjoy their jointly created artwork beyond the scope of the fair and share it with their friends.
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The BMW Ultimate Driving Experience
An immersive driving simulator designed, developed and implemented for the BMW Welt in Munich.
Customer: BMW AG
Task
Every year, the BMW Welt in Munich attracts three million visitors from all over the world. In its exhibitions and events, visitors experience the fascination of the BMW brand. The aim was to give every guest – whether young or old – the opportunity to drive a ‘real’ BMW and to experience sheer driving pleasure first hand.
Implementation
The combination of complex components such as full-motion seats, force-feedback steering wheels, hydraulic pedals, touchscreens, VR headsets and high-end graphics computers create an experience for all senses beyond comparison. Elegantly integrated in an exhibit, the technology as such recedes into the background. The focus is set on the driving experience itself and the associated unique user experience.
The track with a steep turn, an off-road terrain and a water park is ideal for the full-motion seats. It lets visitors feel the power of the vehicle as they are shaken or pressed into the seat.
An intuitive operating concept in six languages allows a quick start into the experience. In the singleplayer mode against time and in the multiplayer mode against friends and family – visitors can go for a ride in various BMW models and feel their driving characteristics .
However, the personal experience does not end with the end of the trip. Each guest receives a fully automated personal video with the highlights of their ride by email. Shareable via social media, the sheer driving pleasure goes beyond the BMW World.
Result
Hop in, ride, share. The “BMW Ultimate Driving Experience” combines the analogue and digital world. It allows BMW Welt visitors to experience up close and to share sheer driving pleasure. The success of the fully immersive driving simulator can – next to the many happy faces – be measured in numbers as well: 200 trips per day, 1,500 personalised videos per week and approx. 80,000 experiences per year. Sheer driving pleasure interpreted in a modern way.
BMW Online Configurators
Product configurators play a central role in a modern sales process – whether on-line or in sales talks. They fulfil the customers’ wish to initially design their vehicle virtually and experience it digitally in their personal configuration.
Task
The product variants of a vehicle are almost infinite. Intelligent solutions are needed so that all possible combinations can be displayed on-line and visually in high quality. These solutions must be able to respond to high parallel access rates in milliseconds, run efficiently on all devices from the mobile telephone to the desktop computer and incur the lowest possible running costs.
Implementation
The 3D data models of the products form the visual basis of the configurator. They are provided with realistic materials and perfectly placed in the scene with the help of illumination, just like in a real photographic session. Now, however, the production of all possible product variants as full images is simply impossible due to the extremely high number. The solution lies in rendering individual parts and assemblies. Using a compositing server developed for this purpose, we combine these, on demand and in real time, for a final image. The individual visual components of an image are virtually like pieces of a puzzle and are assembled in milliseconds for the vehicle configuration desired by the customer. This layer-based approach allows fully configurable images of vehicle exterior and interior by day or night. These can thus no longer be distinguished from reality.
Result
As the result of a partnership that has lasted for more than twelve years, we can look back on the production of more than 14 series with more than 50 models. The latest example of our work is the first all-electric Gran Coupé, the BMW i4. Continuously questioning the status quo and our claim to be the industry best allows us to continuously improve our production pipeline. This is how we drive forward the automation of workflows and ensure that visuals follow current trends, or better, set current trends. We extend the scope, integrate accessories, from the roof box to the trailer coupling and increase the possibilities of interaction with the product. Every vehicle benefits from our years of experience and underpins our claim to leadership in the area of configurator content.
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Opel Exclusive
More colourful than the reality. The first web visualiser with 16.7 million colours.
We put on the digital stage the new sub-brand from Opel – Opel Exclusive.
Task
With the Opel Exclusive sub-brand, Opel offers its customers a product individualisation that is not ubiquitous even in the top ranges and luxury segment of the automotive sector. In addition to exclusive design options such as bi-colour rims, the finest leather and illuminated door sills, the customer can obtain their vehicle in virtually any imaginable exterior colour. This product range, unique in its class, was to be communicated and staged in a forward-looking and innovative manner in the digital space from the modern consumer viewpoint.
Implementation
HTML5 has been used to create a responsive micro-site that impresses on every device with its lightness and modernity in terms of design and usability. Visually, the focus is on product images which are large, high-quality and are always alive as a result of movement. They were created purely on the computer using the 3D data model of the vehicles and are paired with device-specific, intuitive usability. The Visualiser is thus the highlight. With its help, the user can display their vehicle in really any colour. The micro-site offers various options for this. For example, colour and saturation controls can be used to create any personal choice of colour. However, it can be even more intuitive. The micro-site offers the possibility to take a photograph and from it transfer a colour to the vehicle. Thus the favourite nail polish or the colour of the partner’s eyes can be photographed and transferred to the vehicle simply by tapping on the corresponding image area in the photograph. For the user, the usability, the images being displayed in UHD (4K) as well as the extremely fast response times of the micro-site are impressive. For the provider, low running costs and a scalable server environment of our layer-based system solution corresponding to the access numbers are fascinating. The range of functions is unique worldwide, for a high performance running Visualiser based on HTML5 and available on all end devices, from mobile phone to desktop computer.
An additional component of digital communication is the Augmented Reality app. Like the micro-site, it offers the possibility to create any paint colour. The user can also view the vehicle in real time from all sides, thus having a digital twin of the real product on their desk. Fascination for iOS and Android.
Result
20 languages, 20 key markets and millions of accesses show the success of the Visualiser and the connected Augmented Reality. They also form the basis for trade fair appearances at the Geneva Motor Show and the IAA in Frankfurt, as well as at numerous other market-specific events. Innovative usability and groundbreaking technology combined with perfect image worlds, as well as seamless integration into the Opel on-line world.
These features make the Visualiser and Augmented Reality an fixed part of the customer journey around the Opel Exclusive brand. They set new standards in optimising the value chain and impressively demonstrate the new possibilities offered by data-based product visualisation. Numerous awards in categories such as “General Marketing Website/Micro-site” or “Visual Appeal – Aesthetics for Websites” underline this claim.
The virtual photographic session: Crossing over analog borders.Our start in the digitalisation of content production at BMW Motorrad.
Visually of high quality, creative content, always up-to-date and customisable. The 3D data models obtained from construction data (CAD) form the basis for the virtual photo shootings. The CGI pipeline does not end here, however: All content, from configurators to the web to classic sales literature, is produced purely virtually with it.
Implementation of a sustainable production process that allows the creation of image content for the on-line configurator, online communication and classic product catalogues for all motorcycle models and their accessories in short production periods. National product accuracy and constant updating of the internationally used media were, of course, part of the requirement for the CGI pipeline.
Implementation
Holistically, starting with four motorcycle models, we set up a digital workflow. The basis was formed by the 3D product data gathered directly from various design departments. These were cleaned, structured and provided with surfaces. In addition, digital images of parts that are not available as design data, for example, tank bags, were created manually. The 3D data models of the motorcycles in all their product variants, which were thus obtained and centrally stored, served as the basis for the production of the various media.
For the configurator, the motorcycles were integrated into back-plates which were shot as film, so that the fully configurable images are highly emotive and cannot be distinguished from reality. An innovative feature in the field of CGI pipeline production for vehicle configurators. The layer technology which we use, based on rendered product components in conjunction with the appropriate back-end server, allows us to provide any configuration in a photographic-realistic and interactive way at low running costs.
The same 3D database was used for a classic studio shooting. Only that here this shooting took place purely virtually. This resulted in high-resolution CGI product and detail shots of the highest quality.
Result
A homogeneous image language at the highest level, across all communication channels and applications. By centralising the 3D data models approved by product management and the central output of all image components for the various channels, the process enables a significant reduction in the required acceptance loops with regard to product accuracy and display mode. The resources gained through the CGI pipeline are reflected in a positive budget framework and short production times. Above all, they allow more time to be invested in the creative development of the material and make it possible to create even more impressive images. This is precisely on what our claim to be the innovation driver in data-based image generation using a CGI pipeline is based. We have more time for creativity as well as high-end quality through smart use of technology and work processes. Quantity and creativity are not opposites for us.
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CGI Animation BMW xDrive
BMW xDrive is available in over 100 models. We illustrate how it works and experience in CGI Animation the brand promise of “driving pleasure” being fulfilled.
BMW was looking for a way to make the complex technology of the xDrive drive accessible and comprehensible to the layman. The reason for this is a product offensive which makes the smart all-wheel drive available in over 100 models. A particular challenge of this assignment was to present the technology without a speaker who provided more in-depth explanations. In addition, it was important for BMW to integrate the CGI animation into real filmed material.
Implementation
We developed a concept that uses “X-ray views” and slow motion to visualise the processes that otherwise would remain hidden. The viewer finds at a second level text insertions that can be quickly captured . Various scenarios illustrate the advantages of the BMW xDrive system. So we experience xDrive in the snow and the advantage of the system, the traction, under the most adverse conditions. Dynamic cornering and the all-wheel drive system optimised for economy are advantages that are illustrated in typical situations. We have animated several vehicles for these scenes, both from the outside and inside the drive, elaborately and down to the smallest detail. For the combination with the real film shots, we rely on photographic-realistic animations, which make obsolete the difference between real film and CGI animation.
Result
The proverbial driving force can be felt in a way that has never been experienced before. The viewer goes on a journey through the technically innovative world of BMW xDrive. Following this, the CGI animation is used at BMW both for internal training and to demonstrate the functionality and advantages of the system to end customers.
BMW xDrive “For more driving pleasure”!
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Mercedes-Benz X-Class
A virtual reality brand and product experience.
Sebastian Steudtner, double XXL Big Wave Award winner and brand ambassador of the Mercedes-Benz X-Class presents this virtual ride of an XXL Big Wave. Experience the fascination of the wave and get to know a vehicle for a lifestyle beyond the ordinary.
Task
The open sea. Waiting for the Big Wave. Then, the ride of the wave, entering the tube, reaching the beach. Pure adrenaline. This experience should be experienced as a mobile VR experience on a real surfboard. Immersive to the maximum, fascinating to the maximum.
Implementation
It quickly became clear that the creative requirements of this project could not be realised with a real film shoot. The user should experience the unique feeling of really being in the tube of an XXL Big Wave. We solved this challenge with the virtual production of the Experience. Using complex fluid simulations, a realistic Big Wave was animated and ridden with a virtual surfboard. The board was equipped with a stereoscopic 360 degree camera, which recorded the experience. The finale of this adrenaline trip was made up of people watching the event, playing volleyball or jogging, together with two arriving X-classes at the finish line of the Experience on the beach. Complex character and crowd animations form the virtual audience and interact with the vehicles which are perfectly located in the scene.
In the next step, our developers created an app that controls a moving surfboard and a wind machine synchronously to the 360 degree film. Together with 360 degrees of sound, an immersive surf experience was created which, like the vehicle, lies beyond the ordinary.
Result
The ultimate XXL Big Wave VR experience. Developed for maximum ease of use, the exhibit is an all-in-one solution. The mobility, the easy handling and the low hardware and software costs of this solution allow the international use at events and the POS. Initially developed for the IAA, due to the extremely positive response, visitors to small and large events worldwide now receive the opportunity to take this unique ride on an XXL Big Wave.
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BMW i Vision Dynamics
The most important vehicle from BMW for the coming years.
We supported it with our CGI know-how during its first contact with reality.
As the future spearhead of the BMW i sub-brand, the BMW i Vision Dynamic concept car represents a further milestone. It sets the direction for the volume model for e-mobility in the format of a BMW 3 Series. For the world premiere of this trend-setting vehicle, our CGI know-how for a brand-appropriate staging for trade fairs, online and print was in demand.
Implementation
Inspired by the lightness of flying above the clouds and the irrepressible power and purity of nature, we developed a visual communication strategy. It reflects the product promise of long vehicle range and emission-free driving, coupled with the brand promise of “driving pleasure”.
Our film and the accompanying images take the viewer into breathtaking landscapes. They accompany our protagonists at sunrise on their way into a great future. It takes us on a journey through impressive, vast landscapes into a pulsating metropolis at night.
The special feature: Not only the vehicle was placed on stage on the computer with the help of the 3D data model but also the landscapes. So not only is the vehicle future-oriented, the completely virtual production of the communication material also reflects the new mental approaches. The pictures and films cannot be distinguished from reality and interpret the product claim, “The future is now” in their very own way.
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Result
Both the product film and a multi-screen experience as part of the BMW Group brand show in the framework of the IAA and several artworks for print and on-line communication were created here. With high synergies, we created media for different touchpoints. On-line, from the BMW website via YouTube, Facebook and Twitter, offline at trade fairs, in trade magazines and TV. The film and the images formed the basis for all communication measures around the concept vehicle and received hundreds of thousands of shares, likes and views worldwide.
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BMW 8 Series Vehicle Advance Communication
Sa Calobra: 14 km long, 12 hairpin bends and the famous 270° spiral bridge known as the ‘knot in the tie’ — the perfect location to experience the new BMW 8 Series Coupé in virtual reality.
Client: BMW AG
Task
Guests at an invitation-only VIP event in Miami were to be given the chance to experience the exclusive design of the new BMW 8 Series Coupé before the official vehicle launch.
Implementation
With the help of Samsung’s Gear VR, event visitors were whisked off to the Serra de Tramuntana in Mallorca, Spain. Here, a breath-taking winding road above the bay of Sa Calobra offers the perfect backdrop for the BMW 8er Coupé VR Experience. An experience created to discover the vehicle and the road beneath it.
Filming was completed using the Nokia OZO, a stereoscopic high-end camera that shoots 360° video and audio. The vehicle was then integrated into the virtual scenery in post-production with the help of its 3D data model. Fast-moving clips are interspersed with slow-motion sequences to create a highly memorable impression of the vehicle’s character and design. Immersion is perfected with the 360° spatial audio soundtrack.
Result
A 360-degree film that literally transports the viewer into another world. The awe-inspiring surroundings plus the stunning BMW 8 Series Coupé are a match made in heaven. A specially developed app also ensured that this VR experience was easy to deploy. Even without specialist personnel on hand, the event was also a complete success in technical terms.
BMW Individual AR App
Modern product communication through augmented reality.
Customer: BMW M GmbH
Task
The goal was to create a augmented reality Visualiser that merges the virtual world with the real world by using a Smartphone or tablet. In a realistic way, the gem-inspired paintwork and the high-quality full-leather trims in merino fine grain from the BMW Individual collection were to be brought to life. Users should be able to admire their personal BMW Individual in original size from any angle at any time and anywhere.
The Visualiser was intended to represent a new dimension in digital product communication and form a new building block in an innovative customer journey.
Implementation
Derived from the digital twin of the BMW 7 Series Individual, a 3D data model specially optimised for mobile devices was created. Exclusively programmed shaders transfer the play of light of the specially individualised paintworks into the digital world. A high degree of realism was achieved through elaborate mapping, distributed leather and decorative trims. Performance optimised algorithms allow a unique experience for iOS and Android devices.
Result
An Augmented Reality Visualiser available in the App Store which, like every BMW Individual, represents something very special. The user experiences the unique paintworks in their visual complexity realistically, completely without 3D glasses or additional hardware. They can move freely around the vehicle that appears to be standing in front of them, experience the play of colours in the paintworks and marvel at the details of the new full-sise 7 Series Individual. Moreover, the Visualiser is connected to the BMW Individual app, the digital product and lifestyle magazine. This allows configurations to be exchanged between the apps and ensures a seamless customer journey.
Numerous awards, including the German Brand Award in the Brand Strategy category, honour the innovative use of new technology in product communication. Other awards, such as the Red Dot, honour the reduced design, the simple usability and the incredibly realistic presentation of the vehicle in the app.
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