For its Innovation Station at the O2 Arena, Nissan challenged us to create the world’s most realistic driving experience. The goal was to demonstrate how drivers could still “feel the surge” in its award-winning electric car, the Nissan LEAF.
We used an actual LEAF car as our canvas, rear-projecting onto its windscreen and front windows to give test-drivers the illusion of speed.
Although our projection was going to take drivers on a journey, we also needed to simulate actual movement to achieve the most realistic effect. We did this by placing the car on a rolling road, which meant visitors could actually drive the car without going anywhere. The accelerator and steering wheel were then linked to the creative, so drivers controlled their journey.
The LEAF driving experience has been a huge success, boosting visitor numbers and generating coverage in Computer Arts magazine. It is in place at the O2 until 2017.
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PixelArtworks is a trading name of Projection Artworks Ltd
UK: Unit 400 Highgate Studios, 53-79 Highgate Road, London NW5 1TL
UAE: Re:Urban Studio, Dubai Design District, building 7, Dubai, United Arab Emirates