Theme:The theme of this car launch is "Enjoy Wonderful Moment".

Our design philosophy is based on FUN and to bring the ultimate experience for people to ENJOY. Even if it is just a car launch, we hope it will bring different experience and WONDERFUL moments to its audience.

Core highlights:

1. Motion capture technologies are brought to the car launch for the first time in China. Before this, the technology was only widely applied in film production such as Avatar.

2. The virtual image at the Dongfeng car launch is a panda, a widely known Chinese national treasure. Chongqing happens to be home to pandas.

3. The different scenes the panda is placed in represent different features of a car. (For example, bamboos represent comfortability of a car; the desert represents safety; the universe represents technology enabled features; skyscrapers represent the fashionable style of a car.)

Implementation:

Pre-launch: Firstly we designed functional scenes and developed modelling of the panda Xiao Wu. We carefully studied and worked extensively on the panda's skeletal and facial motion capture. To make the virtual image of Xiao Wu convincing, we had to capture its subtle facial expressions. The skeletons and muscles on the face were intricately developed to perform 70+ expressions and over 130 variations.

At the launch: Through real-time tracking of the presenter's expressions and motions, data was generated to map the motion to the skeleton and to create the perfect skin – a cycle of capturing, processing and synchronizing at the rate of 120 frames per second. This process of synchronization and mapping of the presenter's data created a lifelike virtual host on the screen. The virtual image could use gestures to show the audience what the words could not. It is a perfect application of motion capture technologies at the launch.

Marketing effects:

1.This is the first time Motion Capture technologies are brought to a car launch in China, which received live broadcasts by over 200 media agencies including Youku, Yidianzixun (Particle News), Sohu, Netease and Bitaotu (for live streaming) and Autohome and Xcar (for live posting). 100+ online celebrities did live webcasts via mobile phones. The launch culminated in hurrahs and went viral online in just an hour.

2.Industry experts praised that the launch successfully attracted the attention of the audience.

3.One of the audience commented that the launch was totally different from all the other launching events he attended. The audience not only enjoyed the wonderful moments at the launch but also gained a completely new experience.