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Chrysler: Beneath the Surface

Wieden+Kennedy Portland

Wieden+Kennedy Portland

Chrysler: Beneath the Surface

Beneath the Surface is a 2014 production that pushed the boundaries of what’s possible in virtual reality. Using one of the first Oculus Rifts, we immersed users in a 3D render of the Chrysler 200 while they were sitting in a real model of the car. In this unique setup, they could experience an audiovisual tour of the car and the Chrysler facilities that made it possible, showing the state-of-the-art craftsmanship beneath the surface. To help deliver this first-of-its-kind VR experience, W+K partnered with MPC Creative and our team in LA to actualize their creative vision for the project.

The main challenge of this production was attaining maximum visual quality when recreating the classic ‘exploded car’ view we know from high-end TVCs. In the experiment, users see how the car disassembles into pieces that start to float around them, highlighting the quality and craftsmanship that went into each car part. Users can interact with the car parts to access additional film content from within the VR experience. The visual thrill is amplified by an explosive soundscape that literally shakes the car beneath the user.

The experience offers a new and innovative way for consumers to experience what’s under the hood. For the first time, users can get up-close with Chrysler’s state-­of-­the-­art factory, which is normally left out of the picture when buying a new car. The powerful combination of real-time rendering and live-action VR experienced inside a real car showed that new storytelling tools are on that rise that allow brands to engage consumers in a completely new way.

Chrysler: Beneath the Surface

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