Acura NSX GT3
VR Experience with Leapmotion
Precision Crafted Performance
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Challenge
Honda needed a way to show off the huge amount of new features available on their debut of the 2018 Honda Accord, (the latest version of one of the most loved cars at the time) and wanted to showcase them at the upcoming Los Angeles Auto Show - where brands go insanely big to reveal their new vehicles and compete for footfall, staying power and attention - and needed to be able to tour it afterward. They wanted something ‘Wow’.
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Approach
Our solution was HondaLens. An 8-minute long self-guided tour of the vehicle using Microsoft’s Augmented Reality headset - HoloLens.
Attendees were given a brief introduction to the technology before being guided around the vehicle by floating way-finding arrows. In one example, when users were in the driver’s seat they experience different traffic scenarios that are simulated through the windshield in front of them. In another instance, a hologram version of the new turbocharged engine floats out of the hood to show how the turbocharger works.
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Results
Using mixed reality in this way allowed the user to experience the actual vehicle in the storytelling process. By the end of the experience, attendees had learned of the 40-year history of the Accord, had a simulated safety scenario play out around them, and saw firsthand how much technology is jam-packed into the new Accord.
This Auto Show season featured the North American International Auto Show, the Los Angeles Auto Show, and the Geneva Motor Show
Using Leapmotion on the front of the VR headset, the skeletal structure of the user’s hands are replicated inside the 3D space in driving gloves. Using hand gestures like ‘thumbs up’ users could confirm their choices to move on. This was a reasonably new learning at the time.
Inside they could then start to customise their NSX colours - primary & accent - by reaching out and grabbing a coloured orb physically and placing it inside a target, perfectly aligning in 3D space. They could then choose one of 8 patterned livery to create a unique look with thousands of possibilities.
Customised ride
To make the driving experience as realistic as possible, we worked with our talented developer, Carlos Mendes, to create an accurate replica of the featured (and supplied) Acura NSX steering wheel and cockpit environment. The carbon fiber materials, buttons, and even the dash interior were fitted out as though it was in race, including the specialised gloved hands. The devil is in the details so they say.
Accurate detailing
Once the user was satisfied with the look of their vehicle they take the wheel (physically) and take it for a spin around a track. The environment presented reflects the chosen livery, in this instance wild splashes of paint to drive under and through, or pixelised graphical shapes and buildings to drive around, coloured and designed, just like their vehicle. Creating these environments individually meant each user’s ride was unique.
Wild ride
To enhance and lengthen the experience we also developed a microsite and other collateral for the Auto Show, one which allowed attendees to send unique digital takeaways to send themselves after the experience had ended.
These had their custom NSX - colouring, livery, and were designed inspired by their custom driving environment.
Takeaways
My role as ACD on Honda/Acura was ideation, art direction leading the creative team, and onsite setup.
Agency Spinifex Group Los Angeles CEO Ben Casey ECD Stephen Van Elst Creative Directors Jonnie Ellison ACD Robyn Spencer Animation Carlos Mendez Production Kimberlee Mar Launch Jan 2018 Other Agency Credits George P. Johnson Los Angeles.