FUSO eCanter VR Experience
Secure a place in the future today. The eCanter VR Experience takes visitors into the future of electric mobility in commercial traffic.
Client: Daimler AG
Agency: SIEGELWERK
Task
FUSO, a division of the Daimler Trucks Division, presented the electric future of commercial vehicles at the IAA Commercial Vehicles. The aim was to make the intelligent drive technology and the innovative, digital services of the presented prototype “eCanter” first-hand experience.
Implementation
With the help of the Samsung Gears, the visitor travels from the hectic atmosphere of a fair to an emissions-free future. In a virtual test drive it experiences impressively new functionalities as a “driver”. Automatic route calculation as soon as a new order is received, wireless communication with other road users, a connection with traffic guidance systems such as traffic lights in order to adjust the speed perfectly to the green phases, for example. In addition to the test drive, visitors can also view the exterior and interior design virtually.
Result
The “FUSO eCanter 360° VR Experience” captivated users in an informative and immersive way. It offered the chance to experience tomorrow’s normalcy today.
BMW i Digital Charging Services
Intelligent charging. We use a CGI animation to explain how it works.
Client: BMW AG
Task
The functionality of the digital charging service is innovative and complex. Its use is quite simple and its advantages convincing. In short – the owner of a BMW i’s can be sure that his vehicle is always sufficiently charged when they need it. Moreover, that is not all: the charging process is automatically controlled in such a way that electricity from renewable resources is used at the best price. This is how modern electric mobility works.
This service should be presented cinematically in an emotive and understandable way.
Implementation
In close cooperation with the BMW team, we first developed a story line and a visualisation approach for the main protagonist – electrical energy. With a focus on emotive, atmospheric image worlds, we used CGI animation to create the world in which our film takes place. Attractive information graphics support the educational approach of the animation.
Result
A CGI animation that explains digital charging services on two levels, emotive and factual. Used in on-line communication, at the POS and at trade fairs, it is an integral part of BMW communication about the topic of electro-mobility.
BMW M5 technical animation
Unbelievable but there. The first BMW M with xDrive.
Powerful as always, for the first time with smart all-wheel drive. We explain the innovative technology understandably and emotionally by means of a CGI technical animation.
Client: BMW M GmbH
Task
For different phases of pre- and launch communication, a highly emotive CGI technical animation was to be created, which explains the extraordinary driving characteristics made possible by the M xDrive technology as well as the aerodynamically optimised design of the high-performance business saloon car. The focus of the communication was the unique M xDrive feature – the different driving modes. From pro-active driving behaviour designed for maximum traction (4WD+) to 100% power distribution on the rear wheels (2WD), the spectator should be introduced to the spread of superior traction and dynamics in a clear and emotive way.
Implementation
In close co-operation with the engineers of BMW M GmbH, we developed a story-line that combines emotion and information. Photographic-realistic sequences show the vehicle in action. The observer learns more about the system components and their functionality by removing the bodywork and adding graphic elements. From rainy mountain roads to impressive drifts on a race track: a purely virtually created CGI technical animation.
Result
Two films, one production. For pre-communication, we created scenes in which the virtual vehicle was covered with the concealing film known from prototypes. Since the official presentation of the vehicle, the film has been used with the vehicle no longer concealed. As a result, we see a gripping and at the same time informative technical animation in Ultra HD. Used at press and media events, trade fairs, POS, on the web and in social media, the film impressively demonstrates the flexibility of data-based product visualisation.
Further links:
» BMW i technical animations
BMW i Samsung 360° Experience
In this virtual reality (VR) application, users immerse themselves in a brand-compliant environment and experience BMW i vehicles and products up close – anytime, anywhere – regardless of the showroom size and availability of the real vehicles.
Customer: BMW AG & Samsung
Agency: Dorten
Task
BMW i is a pioneer in the field of electric mobility. The aim was to create a digital showroom appropriate to the product for the two innovative vehicles BMW i3 and BMW i8. The showroom should explain how the vehicles and digital services work, but also offer customers the opportunity to configure a vehicle according to their personal preferences. As a highlight, the customer should experience his personal BMW i3 or BMW i8 on a virtual test drive.
Implementation
In the implementation, there were several challenges to be solved. The biggest was to create photo-realistic vehicles and environments on a mobile device with the help of a real-time 3D engine, in which the user can move freely. The solution was a combination of real shot material, pre-rendered computer generated images (CGI) content and 3D real-time content.
First, the backgrounds for the test drive were filmed with a specially designed camera carriage equipped with a rig of 14 cameras. In a second step, the vehicles in all configurations were added virtually. An intuitive user control via gaze navigation allows the user not only to configure his vehicle, but also to “really” drive it on the roads around Lisbon.
Result
The app has been rolled out internationally and is freely available on the Google Play Store. It is successfully used in communication with dealers, at trade fairs and events and interprets the brand claim “the pleasure of driving” in a modern way with its virtual test drive. Numerous awards prove the innovative power of this VR application.
BMW Light and Sound
A one of a kind interactive, audiovisual experience, where the visitors control the music and the light through movement alone.
Client: BMW AG
Agency: Meiré und Meiré
Task
The task was to create a space that reacts dynamically with light and sound to the movements of the visitors.
Implementation
The basis was created by the specially designed room installation consisting of tracking cameras and interactive sound and LED light units. The positioning of the cameras ensured a seamless tracking of the movement of the visitors through the room and thus the intuitive operation of the experience. In order to make the visitor a conductor of unique moments, for each of the 32 interactive units a custom light and music composition was being developed.
The experience commenced as soon as a visitor approached the exhibit. Depending on the position of the visitor, the nearest interactive sound and LED-light units were automatically triggered. These interactive elements intuitively invited the user to engage. The individual experience was extended to a group momentum through the presence of several people. If, for example, the visitors formed together a circle, they experienced a special highlight.
Result
Every moment was unique. A room reacted and interacted magically with the visitor. Individually or together as a group, each visitor could conduct their own light and music composition.
Due to the particular visual effect even at a distance, the exhibit became a visitor magnet at the Auto Salon in Geneva. Due to the success of BMW Light & Sound in Switzerland, the exhibit was sent on a “road tour” to 50 other exhibitions in China.
BMW Individual App
The app is the modern combination of product catalogue, vehicle visualiser and lifestyle magazine.
Customer: BMW M GmbH
Task
In 2010, BMW Individual was already a pioneer in digital product communication with the BMW Individual App 1.0 developed by us. After more than 6 years of operation, the successor app should not only build on the outstanding success of its predecessor but it should again set benchmarks in the areas of design, usability and digital communication.
Implementation
Developed for iOS and Android, the BMW Individual App 3.0 combines three premium experiences in one application: a virtual, highly interactive and explorative product catalogue, a vehicle visualiser for all models and ranges, as well as a lifestyle magazine for tablets and smartphones.
Customers can experience the diversity of the Individual collection and the almost limitless possibilities of BMW Individual manufacture digitally. The high-quality design of the app in conjunction with the interactive product experiences reflects the premium character of the BMW Individual vehicles.
A seamless user journey into the digital cosmos of BMW Individual is achieved by another technological highlight. Seamlessly integrated, users can experience a BMW 7 Series Individual configured in the app in its original size with just one click. All configuration parameters are automatically transferred to the multiple award-winning BMW Individual Augmented Reality App from Effekt-Etage.
Result
The BMW Individual App was rolled out in 6 European languages as well as Mandarin and Russian and is available worldwide. It received overwhelming feedback from users and dealers alike. Through the seamless connection with the BMW Individual Augmented Reality App it is an important part of a modern customer journey. But the success can also be measured in figures. High initial downloads and long – especially recurring – retention times: BMW Individual again sets benchmarks in digital product communication.
Mercedes-Benz Wild Road
Wild Road – the endless runner for iOS and Android. Drive a Mercedes through the everyday and fewer everyday dangers of the road. What if something does happen? Mercedes-Benz Repair™ will rectify the damage.
Task
The goal was to create an endless runner that offers long gaming fun, is graphically of high-quality and runs smoothly on older mobile devices running iOS and Android.
Implementation
With much love for detail, a game play was developed, which is convincing. The aim of the game, to last as long as possible and to avoid accidents, was graphically implemented in high quality. New road sections and dangerous situations make the game unpredictable. Moreover, every collision with an obstacle causes damage to the vehicle. If the damage gets too large, the game is over, you are game over. This calls for sure instinct.
A share function allows the comparison of the high scores with their friends or invitation to a competition.
Result
It depends on fast reactions, skill and stamina. Exciting action and a nerve-racking hunt for the best high score characterise this game.
With thousands of downloads on Android and iOS and a rating of 4.3 stars, Mercedes-Benz Wild Road successfully convinces users and ensures maximum gaming fun.
BMW Explainer Clips
Cinematic presentation of all digital products and services of the BMW Group via CGI.
Task
Digital products and services have a lasting impact on our everyday life today. However, especially for non-digital natives, they need some explanation and can even have a deterrent effect in the frequency of their innovations. A series of educational films were made with the purpose of explaining the functionality and advantages of every digital product and service of the BMW Group in an understandable and appealing way. The depth of information should be in modular form. Some films introduce the basic functionality of different services, others take the user step by step and explain their use in detail.
Implementation
The first step towards sustainable, cost-effective and time-efficient production was to create a look and feel for the films. By the visual reduction of the world in which we move, the focus is directed to the essential. The world was deliberately designed as a model, so that those devices, such as mobile phones or the vehicle display, which were required for the products and services presented, are always displayed in photographic-realistic manner. Thus we drew the viewer’s attention to the important information. We developed a virtual construction kit in a second step. It contains various vehicles, highways and country roads, trees and mountains, houses and offices – in short, everything you need to create a wide variety of scenarios. Equipped with this powerful set of tools, we individually developed a storyboard with speaker text for each film, which presents the respective service in an easily understandable way.
Result
Since 2018, more than 32 films on topics such as Apple Carplay, BMW Connected, ParkNow, Microsoft Exchange in the vehicle, CarData or the Open Mobility Cloud have been produced. Visually and educationally uniform, they help to ensure brand-consistent communication in all areas – and always up-to-date, because updates to the films due to changes in the services presented are an integral part of the production pipeline. The films are used in a broad spectrum: from the on-line sector, through trade fairs and showrooms, at the POS to external and internal events. The films enable a broad target group to experience the BMW Group’s innovations and understand the increasingly complex functionalities.
Mercedes-Benz "Santa Class"
A configurator for the slightly different product. Merry Christmas with the “Santa Class”.
Task
As part of a Mercedes-Benz Christmas campaign, a configurator similar to the Mercedes Online Configurator should be created. With one difference: Sledges are configured instead of vehicles.
Implementation
Starting with a historical Silver Arrow, the G-Class and the concept car F015, our digital artists transferred their characteristic design features to the respective sledge design. Reindeer created on the computer serve as drive. Even a hybrid drive in the form of reindeer and horses could be selected. In addition to these and other product features, the entire winter scenery was also created on the computer.
Our digital artists worked closely with our developers, who implemented the front and back end development.
Result
In an interactive 360° view, the matching Mercedes sledge for Santa Claus can be configured online. In addition, completed configurations could be divided into social media channels or sent as a personal Christmas greeting to family and friends via e-card. Rolled out in over 20 languages, Santa Claus has definitely found his new sledge.
Rolls-Royce Voyager
To mark the 100th anniversary of the BMW brand, the BMW Group celebrated the future under the motto Next 100. In this context Rolls-Royce presented the most exclusive form of future mobility. The concept vehicle Voyager.
Customer: Rolls-Royce Motor Cars Limited
Agency: AKQA London
Task
The interior design of the fully autonomous voyager breaks with conventions, just like the exterior. No steering wheel, no pedals, but a lounge to feel good. Likewise, the hydrogen drive and the 3D printer production are visionary. These extraordinary product features were to be communicated with a series of short films and images.
Implementation
Based on the 3D data model, a set of photo-realistic exterior and interior images of the vehicle was created. In close coordination with production specialists and technicians, visualisation of the visionary production and drive technology was also created.
Result
The pictures and films impressively show the production, the components and the design of the vehicle. They have been successfully used in online and offline communication.
