The core concept was that in a convertible, all your senses become more stimulated. – the scent of a BBQ becomes massive, the sound of a radio becomes all-consuming. Taking visual cues from the campaign TV spot, we created a completely immersive world where you can literally “rediscover your senses”.
With no set navigation, the challenge was to communicate product points in a way that did not impede the experience of driving around the world. Sound was used to deliver this product messaging as well as generally aiding immersion. With the roof down the sounds come alive and the graphical objects get larger. With the roof up however, sound is dulled and the graphical objects shrink.
We also wanted to give the user complete customisation of their experience – the ability to choose the car colour, the upholstery and the wheels. Rather than do this in the traditional 360 / photo gallery way, we decided to integrate this functionality directly into the core interaction.