Over six months in the development, we worked closely with OR to create an approach which looked beyond the film-based experiences to using computer-generated imagery and animation.

Pushing the boundaries of computer generated imagery, we created six miles of 3D roads and city environments built in Unreal Engine 4 CGI. An underlying narrative was also added to the city drive to inject an element of surprise.

All back-end work was handled internally, as was the huge amount of upfront planning needed to coordinate the 39 European roll-outs.

We also translated this driving experience for desktop including some additional browser features.

Our approach pushed the boundaries of both the technology and what can be created for a premium customer experience. This project went ‘digitally further’ – we created a first with this campaign, with it being the first time that the industry had seen a mass roll out of the HD devices using CGI technology.

Many existing experiences in the market are largely film-based and passive, with the customer observing someone else in the driving seat. Our strategy broke this trend and put the user in control. In a first, The Oculus Rift used CGI technology to create the experience.