While virtual reality applications are a dime a dozen these days, we’re still yet to see any sort of a mainstream adoption of the virtual reality headsets themselves…at least at a consumer-friendly price point. When virtual reality headsets become ‘the next iPad‘ however, we’re sure in for a change of pace when it comes to communicating design, engineering and manufacturing processes.
One example of this explanatory and immersive experience being put into good use is with Chrysler’s latest ad campaign titled ‘Beneath the Surface’.
Created in partnership with Stopp, MPC Creative and Portland, Oregon’s Wieden+Kennedy—the same agency responsible for Nike’s ‘Just Do It’ and other campaigns since 1982—the interactive experience is currently being featured during this week’s LA Auto Show 2014 and will also be featured at the NAIAS in Detroit in early 2015.
Similar to a stripped-down version of what you might expect in a Disneyland attraction, the four-minute immersive experience features a seat rumble pack and surround sound system that combines spacial effects with the visual virtual reality component to put you that much closer to the action.
Starting with a fly-around exploded view of the Chrysler 200 model, the user is led down the assembly line and watches in real-time as robots assemble the final car before being led into the paint booth and final inspection areas. Aiming to keep the experience as authentic as possible, the footage was shot in the actual Chrysler Sterling Heights, Michigan assembly plant.
“This experience offers a new sense of perspective for users to explore the inside of the car itself and really get up close with the Chrysler state-of-the-art factory,” said Ola Björling, Creative Technologist at Stopp. “VR in both film and real-time rendering is a powerful new storytelling tool that brings experiences to life in a unique way.”
While not everybody will be able to make it to either of the auto shows, it’s safe to say that immersive experiences with real-world explanatory applications like this are just on the tip of the horizon.
