For a TVC to promote the new hardtop Z4, BMW got performance artist Robin Rhode to create a huge piece of artwork. To do this he used a modified paint straying Z4. We needed to produce something to compliment this. Tristian Pride and Laura Farmer came up with the idea of using Augmented Reality to allow a user to drive a 3D version of the car around their own desktop.
As lead designer on this i was responsible for the interface design of the downloadable augmented reality application. To build this we worked with Inition. As well as this the application needed a page where it could be downloaded from. Also a set of rich media banners where made to help push traffic to both the Z4 home page and the 3D Z4 hub page. This was the first time we had been able to get hold of genuine 3D assets of a car, so Al Dunford made a set of bespoke animations of the car driving round creating paint tracks. These were then put into the rich media banners, to act as the transition as the banner expands on rollover.
As we were using quite new or unusual technology we also made a demo to help explain it, and then we made a viral for it of the car driving around various places in London. Kooch Chung fundamental in the editing of these. All this mixed with a wealth of social networking destinations to allow you to share what you made as an image or video through the app.
My Involvement
Lead designer, interaction direction for the AR application, animation, animation direction, page design, interface design, story boarding, widget design, rich media banner builds.
Expression of Joy
As lead designer on this i was responsible for the interface design of the downloadable augmented reality application. To build this we worked with Inition. As well as this the application needed a page where it could be downloaded from. Also a set of rich media banners where made to help push traffic to both the Z4 home page and the 3D Z4 hub page. This was the first time we had been able to get hold of genuine 3D assets of a car, so Al Dunford made a set of bespoke animations of the car driving round creating paint tracks. These were then put into the rich media banners, to act as the transition as the banner expands on rollover.
As we were using quite new or unusual technology we also made a demo to help explain it, and then we made a viral for it of the car driving around various places in London. Kooch Chung fundamental in the editing of these. All this mixed with a wealth of social networking destinations to allow you to share what you made as an image or video through the app.
My Involvement
Lead designer, interaction direction for the AR application, animation, animation direction, page design, interface design, story boarding, widget design, rich media banner builds.
Campaign elements
See the BMW 3D Z4 application design
See the BMW Z4 online advertising
See the demo
See the viral
Go to BMW 3D Z4 hub page
Go to BMW Expression of joy Youtube page
Awards and Recognition so far
Gold Award, Interactive Advertising – Augmented Reality. One show Interactive 2010
Game & Application Winner, Webby Awards 2010
Shortlist to the last 7 in the Interactive Tools category at the Cannes Cyber Lions 2009
Number 1 in a top 10 of AR apps
June 2009 creative showcase first prize
This has also been heavily featured in the press, in the usual industry magazines including Campaign, NMA, and Revolution. As well as general press like the Guardian.