// BMW INSIGHT XR EXPERIENCE_

// OVERVIEW

FOR ALL THE WAYS BMW HERALDS ITS SUPERIOR PERFORMANCE, IT CAN STILL BE DIFFICULT FOR PEOPLE TO UNDERSTAND THE ENGINEERING AND CRAFTSMANSHIP BUILT INTO EACH CAR, MANY OF THE INCREDIBLE FEATURES ARE NOT VISIBLE OR TANGIBLE TO THE CUSTOMER.

THE PROBLEM: POTENTIAL BMW BUYERS AREN'T SEEING BEYOND THE SURFACE.

OUR SOLUTION WAS TO BUILD AN AUGMENTED REALITY EXPERIENCE WITH A REAL LIFE 530e iPERFORMANCE THAT ENABLES CUSTOMERS TO 'SEE' INTO THE VEHICLE. THE GOAL WAS TO HELP POTENTIAL BUYERS UNDERSTAND & APPRECIATE ALL THE ENGINEERING BRILLIANCE THAT MAKES A BMW UNPARALLELED.

— BMW INSIGHT CASE STUDY VIDEO —

// PROCESS

EVERY QUARTER THE CM INNOVATION GROUP IS ASSIGNED TO DEVELOP NEW METHODS FOR SOLVING A BUSINESS PROBLEM, SPECIFICALLY FOR OUR BMW CLIENT. INSPIRED BY ALL THE ADVANCES APPLE'S ARKIT WAS MAKING AT THE TIME, WE SAW THIS AS AN OPPORTUNITY TO EXPLORE THE AUGMENTED REALITY SPACE. WE WERE GIVEN 6 WEEKS TO FIGURE IT OUT & BUILD A FULLY FUNCTIONAL PROTOTYPE AS A FINAL DELIVERABLE.

I ASSISTED THE EXEC TEAM TO DEFINE THE CREATIVE BRIEF, CONCEPT & EXPERIENCE, WHILE PARTNERING WITH OUR GROUP TECH DIRECTOR TO OVERSEE ALL CREATIVE, DESIGN & DEVELOPMENT PROVIDED BY OUR 3RD PARTY VENDOR, CURRENT STUDIOS.

WE RECOGNIZED AN ADVANTAGE OF MOBILE AR EXPERIENCES — NOT BEING PHYSICALLY TETHERED TO ANYTHING OTHER THAN YOUR PHONE & WANTED TO EXPLORE THE ANALOGY OF NAVIGATION IN PHYSICAL SPACE TO GUIDE USERS AROUND THE VEHICLE & 'PEEL BACK' THE LAYERS OF DETAIL THROUGH THIS METHOD.

EXPLORING NEW METHODS OF NAVIGATION —

— 3D EXPLORATIONS

— SHADER EXPLORATIONS

— DEMONSTRATING PHYSICAL NAV. METHODS —

// BEYOND THE PROTOTYPE

BMW INSIGHT IS AN ONGOING PROJECT FOR US AT CM. OUR HOPE IS TO BE ABLE TO LAUNCH THIS EXPERIENCE PUBLICALLY & INTEGRATE MORE FEATURES AS AR TECHNOLOGY BECOMES MORE ACCESSIBLE TO THE MASSES.

WE HAVE BEEN LUCKY ENOUGH TO BETA TEST THE APP IN REAL USER HANDS AT THE NEW YORK AUTO SHOW IN APRIL & AGAIN AT BMW's ULTIMATE DRIVING EXPERIENCE IN LOS ANGELES, CALIFORNIA.

OUR BIGGEST CHALLENGE WAS KNOWING NOTHING LIKE THIS HAD NEVER BEEN ATTEMPTED BEFORE & WITH THE HELP OF CURRENT, WE TOOK 2 VERY DISTINCT TECHNOLOGIES & ACTUALLY MADE THEM WORK TOGETHER, SEAMLESSLY. 

THE RESULT TURNED INTO BUILDING THE EXPERIENCE WITH APPLE ARKIT 1.5 & VISIONLIB. THESE TWO TECHNOLOGIES WERE INTEGRATED FOR THE FIRST TIME EVER ON MAY 2ND 2018.

// PROJECT DETAILS

CLIENT_
BMW USA

AGENCY_
CRITICAL MASS

TIMELINE_
6 WEEKS

// CREDITS

EXEC TEAM_
CONOR BRADY, CCO
GRANT OWENS, CSO

CREATIVE DIRECTION_
PRISCILLA GOMEZ
RICKY BACON

CONCEPT & STRATEGY_
CAM PEGG
RICKY BACON
LLOYD JOHNSON
SEAN KELLY
PRISCILLA GOMEZ

AD, DESIGN, MOTION_
PRISCILLA GOMEZ
CURRENT STUDIOS

TECHNOLOGY_
RICKY BACON
CURRENT STUDIOS

COPY_
GEOFF ROECKER