VODAFONE JENSON

Project title – F1 – AR

Brief – “Entertain guests in the F1 Paddock Club and inform them about Vodafone’s long established partnership with McLaren F1”

Creative – The experiences were designed not only to intrigue and amaze the audience, but also to educate them about the depth and relevance of Vodafone’s longstanding partnership with McLaren. In particular, the experiences were created to highlight Vodafone’s communications resource and technical support that empowers McLaren. It was essential that the AR experiences reflected the Vodafone and McLaren brands in terms of innovation, quality and reliability. Once the creative routes were agreed, we conducted rigorous testing of AR platforms and tablet devices. We concluded that the most impressive result could be delivered by building the experiences in Unity using Qualcomm’s Vuforia AR plug-in, running on the Samsung Galaxy Tab 10.1. Each experience required a different technical and creative approach to achieve the desired result. One experience involved scanning McLaren driver Jenson Button using a light detection and ranging (LIDAR) scanner. The data thus captured allowed us to create a disarmingly lifelike CGI textured model of Jenson. The CGI version of Jenson – having transformed from a static lifesize portrait on the wall of the Paddock Club – delivers a personal explanation of Vodafone’s Machine 2 Machine technology, supported by animated statistics, graphs, sound effects and even video layers. LIDAR was also used to create a full 15 man pit crew who have been animated to perform a slow-motion pit stop on McLaren’s 2013 F1 car, the MP4-28. Guests can view the experience from any angle, allowing a detailed examination of the car and the tyre change in 360°.