HondaLens
HondaLens
Microsoft Hololens AR
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Challenge
Honda needed a way to show off the features on their debut of the brand new Honda Accord, (one of the most bought cars at the time) and to showcase them at the upcoming International Auto Show.
Similar to CES, at these conventions brands go as big as they can, revealing their new vehicles and products, while competing for footfall, staying power and attention. Honda wanted something to wow the crowds, and draw them in, and it needed to be mobile for several shows afterward. -
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. 6 collision points played out as the users walked up to them. In one example, in the driver’s seat, they experienced different traffic scenarios simulated through the windshield in front of them. In another instance, a holographic engine floated out of the hood to show how the turbocharger worked. In the passenger seat, beautiful swirling shapes guided the gaze around the interior to highlight new technology features.
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Results
Using content layered over the vehicle allowed the user to experience the product 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. Our client loved it, and being part of the development process.
Our project was written up in many articles such as Forbes and The Verge, being quoted as ‘the best use of AR so far,’. This Auto Show season featured in New York, Los Angeles, and the International Geneva Motor Show.
AR / MR
Using mixed reality in this way allowed the user to participate in and experience the actual vehicle in the storytelling process. Creating sequential collision points across the floor around the vehicle meant that as the user moved around, sound and content were activated by their position inside the space. It was a great experience for us to work and learn with this technology at the time, and to quote The Verge, it was' the best use of AR that we’ve seen so far’.
Branding
Hondalens
The creation of an ownable brand name and logotype was essential for the exhibition to be a success. Working on a play on words with Honda and Holo we created Hondalens. The gradients, losenge, and spline shapes were worked into the content animations within the lens and played out in full colour.
Learnings from user-testing at the Los Angeles cleanroom meant we could calibrate accurately around objects, and discover things like black becomes transparent when viewing through the lens, and vibrant colours looked best.
My role as ACD on Honda was ideation, art direction, weekly client presentations & walk-throughs, leading creative & onsite setup.
Agency Spinifex Group Los Angeles CEO Ben Casey ECD Stephen Van Elst Creative Directors Jonnie Ellison ACD Robyn Spencer Animation Hando Kim Production Kimberly Mar Launch Jan 2018 Other Agency Credits George P. Johnson Los Angeles.