"What A Race" was the world's first augmented reality car race. We tested the 2018 Acura TLX against the unpredictable nature of an ever-changing racetrack. We won bronze in the 2017 London International Awards in The NEW: Augmented Reality category.

We designed and built a completely unique augmented reality helmet that allowed drivers to drive a digital racetrack in real space. To prove the experience was real, we livestreamed the whole event to an audience of 500,000. To keep things unpredictable, the live audience could use emoji interactions in Facebook Live to change the course for the drivers. We reached a total of 3.58 million people.

I had the opportunity to art direct the entire experience from start to finish. 

 

HERO FILM

 

TEASERS

 

CASE STUDY