Process

This larger than life augmented reality activation traveled Mazda race team to nearly a dozen stops while they competed in WeatherTech SportsCar Championship series across the United States.

Participants stood in front of a giant 14 X 8 foot LED screen where a camera “beamed” their image into a virtual world using augmented reality. On the screen, the user was instantly surrounded by a full pit crew as driver and the Mazda Prototype race car driver, Tristan Nunez, pulled into the frame for a crucial pit stop. As the well-oiled team jumped into action, fans were instructed to help make a quick tire change by interacting with the images on the screen. Users were then emailed a youtube video of their experience.

Process

This larger than life augmented reality activation traveled Mazda race team to nearly a dozen stops while they competed in WeatherTech SportsCar Championship series across the United States.

Participants stood in front of a giant 14 X 8 foot LED screen where a camera “beamed” their image into a virtual world using augmented reality. On the screen, the user was instantly surrounded by a full pit crew as driver and the Mazda Prototype race car driver, Tristan Nunez, pulled into the frame for a crucial pit stop. As the well-oiled team jumped into action, fans were instructed to help make a quick tire change by interacting with the images on the screen. Users were then emailed a youtube video of their experience.

What We Did

  • AR App
  • Live Video Shoot
  • Giant LED Screen

What We Did

  • AR App
  • Live Video Shoot
  • Giant LED Screen

What Made it Successful

  • Spending time with the pit crew and drivers both on and off the raceway allowed for an authenticity that made both the experience and souvenir delightfully genuine.
  • Augmented reality allows us to take real-world environments and layer it with either digital or analog content.
  • In this case, we fused two environments to create the perfect souvenir.

What Made it Successful

  • Spending time with the pit crew and drivers both on and off the raceway allowed for an authenticity that made both the experience and souvenir delightfully genuine.
  • Augmented reality allows us to take real-world environments and layer it with either digital or analog content.
  • In this case, we fused two environments to create the perfect souvenir.

More About It

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