We created an in-store installation that lets people test-drive the new Audi Q5 in VR on a self-made track made out of sand.
We invited people to enter a purpose-built sandbox to create their own driving environment by moving sand to form lanes, jumps and mud pools. The physical sandbox is turned into a virtual playground using a depth-sensing camera that renders peoples’ creation into a 3D environment.
People could then step an Audi Q5 driving simulator with an Oculus Rift headset to drive around their own sandbox in a real-time VR experience. The driving experience is designed to simulate a real-life drive, complete with feedback from the Audi Q5 steering wheel and the actual car (engine) sounds.
The key drivers for the campaign are a one-minute TVC and two-minute making-of video in which the concept and technology are introduced to drive people to Audi dealers and share the experience.
Enter Sandbox was designed as a traveling in-store installation with a transportable 400-kilo sandbox from which participants can create their own test-drive environment.
The physical sandbox is scanned in 3D based on 200,000 measure points, using a Kinect camera and a HTC Vive Lighthouse tracking system.
To capture the sandbox at such detail, the sandbox is bombarded with bursts of infrared light that are captured by the Kinect camera to measure the height differences relative to the camera. This height-depth-scan is then rendered into a 3D model of the sandbox, which users can explore in VR in an Audi Q5.
To include the tools and toys participants could move around the sandbox, we created 3D replicas that would replace the real-life toys inside the VR experience. Finally, when participants uncovered the floor of the sandbox, this empty space was replaced by a pool of water in the VR experience.
To show that Audi’s technological edge is not just in their cars but in the brand’s DNA, Audi wanted its new campaign to reflect their commitment to technology. For the introduction of the Audi Q5, we wanted to give the dealers something truly cool and innovative that would spark people’s excitement for Audi in a way that would reach far beyond the dealership through social and PR.