Soul,
electrified
An electrifying AR live show that turned the Porsche
Taycan’s IAA world premiere into a dynamic, immersive
journey through innovation and performance.
Client
Dr. Ing. h.c. F. Porsche AG
Services
Design
Development
Mixed Reality
Concept
Tags
Broadcast
Exhibtions
Challenge
In the dawning age of electromobility, Porsche combines its supercharged tradition with innovative technology to present the brand's very first 100% electric sports car: The Taycan. To do justice to this fascinating vehicle, Porsche was looking for an innovative live presentation for the world premiere at the IAA 2019 in Frankfurt. A show that would not only relay product features, but also engage the audience.
Idea
Instead of showing a static car in a static environment, we transformed the trade fair stage into a dynamic augmented reality show. This presented the new Taycan travelling through a wide variety of environments, creating a virtual road trip that also served to impressively illustrate the features of the electric sports car.
Solution
- A seven-minute live presentation, supplemented by AR and VR elements, focuses in on the complexity of the engineering achievement and the attention to detail. In terms of content, we visualised product features from the areas of aerodynamics, power transmission, sportiness and charging.
- The AR and VR environment made it possible for us to overcome the physical limitations of the camera crane. Thereby showing the inner workings of the car to help explain abstract features such as the 800V system.
The Taycan's high acceleration and unrivalled acceleration accuracy were demonstrated in a race against a virtual competitor. The digital environments allowed the car to be shown from different perspectives, including interior and views from underneath the car, to showcase driving characteristics and create an almost tangible understanding for the audience.
Overall, the entire show portrays a high degree of photorealism, achieved by optimising the 3D assets and matching the lighting conditions between the virtual and real worlds.
Copyright Communications GmbH
N.O. ME Medienproduktion GmbH
Lightshape GmbH & Co. KG
