CREATING AN EXHILARATING
360° VR EXPERIENCE FOR FORD
We collaborated with H&K Strategies to help Ford target digital-age millennials at one of the world's largest gaming events - Gamescom in Germany.
We worked with Ford and Microsoft to develop a campaign hosted on Ford’s stand at the event to help celebrate the launch of their new Focus RS. Viewers were able to take a seat in the new car before donning a headset and finding themselves in a virtual passenger seat next to British racing driver Harry Tincknell, zooming around the Spa Francorchamps race track in Belgium. The virtual lap acted as a unique training exercise, with hints and tips along the way and a chance to take in the thrills of the track at 100mph. Once the experience was over and the lap time was set, users had a chance to play the Microsoft Forza 6 game in a bid to beat Harry Tinknell’s VR PB. The lucky winners were then flown out to Belgium on the spot to race the real-life Ford Focus RS around the iconic track.
We created the VR experience by merging premium 360° video footage with Microsoft Forza 6-inspired motion graphics and game captures. This allowed us to create a hyper-realistic feel that blended the professional racing driver’s lap with the video game, allowing for a truly unique experience. Because we needed to appeal to the gamer audience at Gamescom, we also applied a powerful grade and went for a video-game inspired voiceover to really gamify the experience and blur the lines between gaming and reality.
Over 350,000 gaming fans visited Gamescom, with Ford’s stand drawing the crowds over in droves – the campaign allowed them to successfully pioneer the launch of a new car outside of the typical motor show launch. The VR experience was also released on social media for users who didn't get the chance to attend Gamescom.
'HAPPY FINISH KEEPS US AT THE FOREFRONT WITH SOME THOUGHT-PROVOKING IDEAS AND CUTTING EDGE CONCEPTS TO PROVIDE OUR CUSTOMERS WITH POWERFUL AND MEMORABLE EXPERIENCES'Emmanuel Lubrani, Ford Motor Company
Director/DOP: Elliot Graves
Producer: Amy Tinker
Executive Producer: Daniel Cheetham
Account Manager: Charly Levene
360° DOP: James Brown
Camera Assistant: Sixtine Marion
VFX Supervisor: Davide Preite
VFX Artist: Stefano Pasotti
Colourist: Ned Al-Astrabadi
Motion Graphics: Graham Mess
Sound Design: Oliver Kadel