Making it new
The automotive industry is undergoing a period of great innovation with new technological advances changing the face of mobility. Jaguar’s all-electric I-PACE concept car is their radical response. We had to find an equally transformative way to launch it. The only way to do the I-PACE justice was to electrify a new kind of audience, reinventing the car launch for a new motoring age.
We staged the world's first, real-time, multi-user virtual reality car launch. It was fully integrated with the live experience and built round the largest network of HTC Vive headsets yet created at that stage. In another global first, Jaguar Director of Design, Ian Callum, and Vehicle Line Director, Ian Hoban, live-streamed into the event via VR to reveal the car. Two locations and six waves of guests were brought into a shared virtual space to experience the groundbreaking event.
//"Without a doubt the coolest car launch we’ve ever attended in the real world or the virtual one” - Autocar Magazine