The world’s biggest tech trade fair CES 2023 was the venue for the BMW Group to present its new vision vehicle for the first time: the BMW i Vision Dee. Dee – Digital Emotional Experience – is a vision vehicle that enables a completely new kind of interaction and communication between humans and vehicles. But how to present this vehicle to the public.

The award-winning equation? 1 = 4. What might get you into trouble in even the most elementary maths class worked really great for this project. Together with our production partners, we used our interactive, real-time simulation of a digital Las Vegas for four different communication touch-points: The live world premiere, a live-on-tape launch recording, an immersive driving experience and a campaign film with Hollywood star Arnold Schwarzenegger.

First off, we transformed DEE into a fully operational driving simulator by connecting our digital Las Vegas to the vehicle’s electronics. This allowed more than 16,000 CES visitors to interact with and experience the car first-hand. Using the Mixed Reality Slider, visitors could choose to drive through a simulation of the real Las Vegas or an abstract interpretation of the city in the Metaverse.

The Live-on-Tape product launch focused on the car’s extensive Mixed-Reality features. In order to show the projections reflecting the correct visual perspectives, we brought Virtual Production technology to the car. In other words, DEE practically became a Virtual Production studio on wheels! This allowed us to drive through Las Vegas “live”, trigger the AR levels and at the same time still control the entire studio while recording the production.