ABOUT

To launch Jaguar’s brand new Formula E racing team and allow members of the public to experience the excitement of Formula E racing, Jaguar commissioned Imagination to create a fully immersive 4D VR experience.

I was the overall Producer on the project and worked with the creative team at Imagination as well as managing the VR specialist, Rewind, to deliver the project. The final piece was a seven-minute experience that takes visitors on a 4D multi-sensory journey through Jaguar’s racing heritage, intro to the Jag FE tea, and challenging them to compete with other drivers in the challenge. Users created their own avatar and joined five other members of the public in an immersive Virtual Reality theatre on the Jaguar Land Rover stand at the main Global Autoshows. Each user was positioned in a self-contained racing seat, with steering wheel and headset. HTC Vive and the latest gaming technology was used to transport the user to another reality and they could share the results of their adventures on social media after the event.

The original version was launched at the Paris Autoshow 2017 and has since gone on to other tier 1 Autoshows in LA, Geneva, and most recently New York and Shanghai.