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Ford offers a guided tour of its Mustang Mach-E electric cars from the comfort of augmented reality of spectators’ homes.
The automaker presented this week a series of 10 short videos on Instagram with Ford engineers explaining the facets of cars, while a 3-d visual representation overlaps in front of the viewer using the app’s AR feature. , “was carried out through BBDO.
Short films allow Instagram users to explore the inside and outside of cars from other points of view, while expert storytellers advise audiences around the virtual car.
“It’s not just a brochure or a few photos on the net; you hear the engineer who helped shape the car,” said Philip Sicklinger, BBDO’s artistic director. “We’re getting to RA in a new type of format, looking to launch a car that doesn’t quite exist in a visceral way that you can touch and feel again. “
Creatives had to create virtual car models by cutting high-resolution car photographs and expanding and meticulously cutting them with animation to turn them into AR-format paints. The team used the Unreal Engine game progression platform for the process.
“There was this best balance of creating anything that was smooth enough to open on your phone without Wi-Fi, and landing right on your camera and making sure we have that kind of maximum fidelity, this interactivity,” said Ricky Bowry, Associate Artistic Director of BBDO.
Ford hopes the virtual format will let consumers know what to expect when the physical car goes on sale e’s end of this year.
“Our consumers only need more data since the revelation, and the truth is that we may not have cars that will be deployed so consumers can test on the road and experiment with the masses of racers before the end of this year,” Ford Communications Integrated said. Thea Toney, marketing director. ” So we’re looking to make sure we could be offering this kind of immersive delight where they can come face-to-face with the vehicle. “
Brands have increasingly turned to combined real technologies, such as RA the pandemic, to have greater interaction with others remotely and infrequently circumvent production restrictions. Earlier this week, Barefoot Wine teamed up with Black Eyed Peas to create a music-centric RA app.