Overall automotive product experiences for digital are often limited due to technical issues. When we try to challenge, the great diversity of platforms and devices make it hard to produce a rich and real time experience for global campaigns.

To solve this, we pushed technological and creative solutions to increase users’ interest in our cars. To do so, we looked for an alternative path and found a creative gaming studio that was ready to share their platform and gameplay knowledge with us.

One hand, we pushed them to provide a consistent and complete cross-platform solution, from responsive web renders to mobile devices. On the other hand, we created an exciting real time car experience, capable to switch from one model to another and able to reveal both specifications & on-board technologies.

To deliver this prototype, Renault Design combined marketing team expectations and rise a completely new team: art director, CGI specialist, sound, motion and interactive designers with a total budget of 20k€.

In 3 weeks, we released and shared this application with internal teams and Renault digital agencies. It brought great inspiration and a vision about where we want to go on digital and how we want to do it.

Beyond the creative purpose of Twins’ Experience, its main intention was to change deeply the silo conception on Renault today, leading the way with a totally new approach: create once, publish everywhere.

The main idea that a unique CGI platform could feed all content needs with dedicated experiences is a real breakthrough, saving time & cost. Rising consistency and global experience of cars allowed us to imagine great and completely integrated campaign applied to all our new models.

Working with a gaming studio allowed us to shortcut some technical issues but also to have a new perception about what we can do and how we can show our products. On technical side, we mixed studio abilities and tools with an existing mobile 3D engine to produce a new and dedicated real time production platform for Renault. On the creative side, we worked hard with our internal Creative Directors and CGI specialist to ensure a perfect digital adaptation of existing creative concepts for these two cars. At the end, we adjusted the sound creation to give more immersive impact and we created specific interaction sounds to further enhance the user experience.

With a strong ambition to deliver on mobile platforms, we decided to work with dedicated tools. From original meshes and models based on Autodesk 3DSMAX and MAYA we used Unity 3D engine. We adapted this existing technology to increase definition, light renders and output image sizes for high definition displays.

While the platform was designed to output content for many different displays, the main challenge was to maintain a standard quality of rendering and experience, whatever the device capacities.

Even if this platform remains as a prototype, the next stage is to prepare a large-scale cross channel global digital content production workflow to feed our digital Medias worldwide.

Twins’ Experience was designed to inspire and show the vision of Renault’s move towards large scale native digital workflow. We clearly pushed innovative and technical solutions to bring the car’s creative concepts to digital life with exciting and relevant product experience for users.

This demonstration shows that digital innovation is fed by non-conventional approach and that a mix of culture and skills can bring solutions which to outstrip limitations.

The real benefit was not even what we first planned by delivering a very rich and creative experience. We realized that beyond the experience itself, we planted the seed for new digital content strategies with a total digital content journey conception.

Today, we made a first relevant step revealing the New Renault Twingo with both a film and a digital experience based on the same CGI contents. The Twins’ Experience was the core reference for the animation around the car. Original concept and real time environment switch to pre-calculated renders but main idea to produce unique content to feed various medias was already there. As time and cost saving was a key success factor, this approach of using original digital content will surely grow and grow in further Renault digital communications.