Audi A5 Launch- Artificial Intelligence vs. YOU
Departament New&Wow Marketing x SILA SVETA x Interactive Lab presenting
This is the world’s first automobile presentation employing real-time motion tracking technology. Acting as the author of its own presentation, the new Audi A5 coupé effortlessly controlled the 3D mapping scenario by driving around the projected area. Special sensors were attached to the car to detect its precise location in the 300+ sq.m space and to connect it to the live synchronization and rendering system creating impressive video content and controlling light fixtures in real time. More than 400 guests watched the show from the stand designed to secure a specific viewing angle. At the show’s culmination point each of them was surprised by a phone call from Artificial Intelligence.
It was initially a challenging experiment which turned into yet another sensational show in the Russian Events market thanks to the best artistic collaboration. We also highly value working with Audi Russia for the courage and opportunity to turn ambitious ideas into innovative products.
General Producer & Creative Agency — Departament New&Wow Marketing
Creative & Technology concept — Departament New&Wow Marketing x SILA SVETA x Interactive Lab
Video content and special effects — SILA SVETA
Interactive show, tracking system — Interactive Lab
Music & sound design — Monoleak
Founded in 2008, Interactive Lab got its start building interactive multi-touch installations. A few years later the company began to work with all types of experiential and interactive projects to achieve more engaging experiences for the customers.
Then, when Oculus launched its Kickstarter campaign in 2012, Interactive Lab was inspired by the potential of Virtual Reality as a next-gen storytelling platform. As a campaign backer, Interactive Lab was among the first to receive a Rift developer kit. Since then, the company has created more than 15 VR projects, refining its skills and pipeline with each experience.
During these 8 years over 100 projects came to life. It’s been a fascinating journey where technologies meet the most challenging ideas of the best creative marketing minds to deliver exceptional and resonant solutions for business, art and entertainment. Amongst our clients are Condé Nast Russia, Vertu mobile phones, Audi, BMW and Volkswagen car brands, Air France, Club Med, Sberbank of Russia, independent art producers, art galleries, and many others.