Emotional engagements of any kind are more memorable than those where there is little or no emotional connection. The emotional hook, the connection between a player and the cat, is all in the eyes and the not knowing of what the cat could do next. We wanted the cat to look, hiss and growl at the visitor, and for the visitor to have influence but not control over the experience.
One of the really interesting things about working on this project is how the cat really did become part of the team. From comical moments in testing where the cat simply got bored of me, or got strangely angry at just one individual to the moments of calm, sitting next to the screen working, with the cat chilling out, lying on the floor next to you. It’s safe to say the whole team grew rather attached to the cat.
Sound plays a huge factor in connecting people at an emotional level. We produced a soundscape that made you want to step into the digital world we had created and soundFX that kept you alert and intrigued. Blending F-Type engines with jaguar roars, adding snarls, growls and even the ear flicks to make the cat seem alive.
Our ambition for this work exceeds the auto show but it was still key that we recognised our Catwalk installation as a moment in time that guests would want to share. What we created was a moment of illusion where the cat, behind the screens, in its digital habitat, walks off screen and as if by magic we augment the cat walking back into shot in front of the screens, to walk around the guest. The cat had to have a personality and with the devil being in the detail 50+ facial expression combinations were programmed into the cat. A final roar and logo lockup completes a video souvenir as well as an immediate printed takeaway. A few clicks to comply with GDPR and an email later, the HD video is uploaded to Facebook allowing easy sharing and engagement. We had to keep our AR animation quite open to be played with as we wanted players to create their own souvenir and have the freedom to curate their own story. The below video is my AR souvenir moment.