Chrysler 200 VR Experience
Platform: Physical Installation
My Role: UX Designer, Equipment Setup and Configuration
To promote the all new 2015 Chrysler 200, under the direction of the Chrysler brand, Wieden+Kennedy partnered with Stopp and MPC Creative to help deliver a first-of-its-kind interactive, photo-real virtual reality experience. ‘Beneath the Surface’ is a four-minute experiment in pushing the boundaries of what’s doable in virtual reality. Using the latest Oculus Rift DK2 headset, users are immersed in a beautiful rendering of the Chrysler 200 and taken on an audio-visual tour of the car and the state-of-the-art facilities that make such a vehicle possible.
The creative challenge was to maintain maximum visual quality while recreating the classic ‘exploded car’ that we’ve all seen in commercials. Together, Wieden+Kennedy, Stopp and MPC Creative, achieved this. The user can experience it first-hand as the car flies apart and encircles them, showing off the quality and craftsmanship of the vehicle. The user interacts with the car parts is in real-time and allows the viewer to cue additional immersive film content. The visual thrill ride is augmented by an explosive soundscape that literally shakes the car beneath the user.
Design a unique experience to bring the users to the factory where the Chrysler 200 was built. The experience will let them learn about how the car was carefully manufactured to ensure the highest possible quality. The users must be able to select which of the short videos of the manufacturing process that they would like to watch and the interaction has to be easy enough to be understood for a wide variety of audiences.
Helped design the interactions in VR mode where users do not have regular input devices like a mouse / keyboard. Users position an on-screen reticule on their selection to trigger a timer. Once the timer is up, the selection is executed.
Suggested the implementation of Buttkickers on the car seats that vibrates according to the video to enhance the VR experience.
Helped setup and troubleshoot all the equipment required to to ensure the VR experience runs smoothly so as to not cause nausea and motion sickness to the users due to possible lags and frame rate drops.
Designed a separate sign up page so that Chrysler gets consent from the public before they try out the experience, and also let them opt-in for newsletter about the new car.
The experience debuted at the LA Auto Show in November 2014 and traveled to the CES 2015 in Las Vegas and the Detroit Auto Show in January 2015.