Powering Ford Virtual Test Drive with Unreal Engine

LondonWorkContent

December 9, 2024

This article first appeared in Creativepool written by, Emma Proud, Associate Creative Director from our London studio.

From crafting a virtual test drive to redefining how brands can connect with their audiences, Emma shares the insights, challenges, and inspiration that brought this ambitious project to life.

What inspired your award-winning project, and how did you approach it differently from past work?

This was a client brief with a unique creative challenge – How could we reveal the All-New Ford Explorer to the world and drive reservation interest, before the physical vehicle was available?

During the pandemic, we had crafted various different virtual experiences for Ford, so we knew an online reveal could work – but we would normally have the car to film and make content with! For this project, we approached content creation for the reveal in a completely new way, using the gaming technology Unreal Engine to create a highly realistic digital version of the Ford Explorer, plus virtual environments to place it into showing off the potential adventures you could have in the car.

Strategically, we knew that being able to put someone behind the steering wheel would incentivise them to make a reservation, and so the idea of the Virtual Test Drive was born. The ambition was that we could take the assets we would build for the live reveal and adapt them for an online gaming-style experience, allowing potential customers to sit behind the wheel of the virtual Explorer, and take it for a spin on a virtual road.

The creative success was down to strong collaboration between our Creative and Digital teams, and an agile workflow which allowed us to efficiently manage client feedback, creative changes and technical challenges along the way!

How does winning a Creativepool Annual Award impact your career or your company?

Winning the Award is a brilliant way to recognise the incredible team who were behind the project. It’s a ‘high-five’ to the many people including technical gurus, project managers, creative minds, strategists, designers, and the list goes on…who put so much effort into delivering these groundbreaking experiences.

The awards are a way for them to see their work showcased amongst industry peers and I hope they feel incredibly proud of what was achieved.

What role did collaboration play in your award-winning project?

Collaboration was an integral part of this project. We had the creative ambition for the live reveal and the interactive virtual test drive, but without the expertise of the technical team by our side at every stage, we could never have lifted the idea off the page.

Using these innovative tools, such as Unreal Engine was a new and exciting way to build the content, and by working together to troubleshoot issues along the way we were able to find smart solutions to push the creative forward.

What advice would you give to creatives aspiring to win a Creativepool Annual Award next year?

One of my top tips for creating something amazing is to embrace the chaos! Collaboration is key, but don’t shy away from healthy conflict as I find it’s often in those heated debates that the real magic happens. Oh, and always back up your work! I lost an entire presentation once the day before a big pitch and that is a lesson you only need to learn once…

What were some of the key challenges you faced during the creation of your award-winning project, and how did you overcome them?

One challenge was that we planned to use the virtual car and the environments it was featured in, for both the reveal film and also for the virtual test drive experience.

So creatively we needed to really understand the knock-on effect that making changes would have so that the production pipelines could stay on track and we could manage client reviews efficiently. Collaboration and a super tight workflow allowed us to stay across these decisions as a team and with consideration for the impact it would have in both worlds.

For me personally, I’m from an experiential background so I was stepping into a brand new world of using game development software to build content for an experience. So I made it my mission to learn as much and as quickly as I could! It was fascinating to get a glimpse into that world.

What unique tools or technologies did you use in the development of your award-winning entry?

We used Unreal Engine to create the content Pixel Streaming to deliver the virtual test drive experience in real time. It really was incredible to see the process of how creative content can be built into a gaming engine.

I still remember the first time we saw the model of the virtual car driving through the desert, and it was amazing. Using these technologies to create content for experiences is such an awesome way to bring storytelling to life. I’m excited about where we can go with it next. In addition, we also used Pixel Streaming to deliver the virtual test drive experience in real time.

What role do you think awards like the Annual play in motivating creativity and innovation within the industry?

I think awards like the Annual are such an important part of what keeps the creative industry alive and thriving. Each year the bar is set so high and it is great to see all of the talented individuals and agencies that are being celebrated for their work. And of course, it’s lovely to get together for the in-person celebrations!

What are your top tips for aspiring creative professionals?

Take time to plot through your creative idea with a few layers of detail, so you can confidently pitch it to colleagues and ultimately the client. Stay curious and be spontaneous – going somewhere new or mixing up your routine can spark creative ideas. If you’re having a creative block then get moving – my best ideas come when I am walking my dog!

How do you stay inspired and continue producing innovative work in such a competitive industry?

I get out and see as much live stuff as I can. As a relatively new mum, admittedly that’s now less than I would like and somewhat child-focused, but still! I’m also massively inspired by the people I work with. No matter how big or small the brief, there is an incredible drive here at Imagination to come up with the best concepts, which in turn then pushes me to stay curious and bring my best ideas to the table.

How important is sustainability and social responsibility in your creative work, especially in the context of winning a Creativepool award?

At Imagination, we have an ongoing commitment to operating in an environmentally responsible manner, embedding sustainability across all our offers and ensuring we continue to support our diverse client portfolio with their sustainability objectives.

In 2024 we achieved Planet Mark Business Certification, representing an important milestone in our sustainability journey.

What do you think sets truly exceptional creatives apart?

I think empathy can be a secret superpower. Taking the time to tap into your audience and understand what makes them tick, you can create brilliant work which creates a lasting impression. And it doesn’t have to just be the audience – getting to know your colleagues & clients on a deeper level, I think builds trust and confidence which then pays dividends when you’re exploring the more wild and wacky ideas together!

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