Showcasing Augmented Reality Capabilities with BMW
Client: BMW (Unsolicited)
Location: Orchard Road, Singapore
Project Type: Augmented Reality Video Production
Objective: To demonstrate our agency’s technical prowess by creating an innovative, immersive experience for one of the most iconic brands—BMW.
Challenge
At Always Wonder, we constantly strive to push the boundaries of what’s possible with visual storytelling. For this project, we decided to showcase our capabilities in augmented reality (AR) by taking on the ambitious task of creating a groundbreaking video for BMW—without being asked by the brand. We selected the highly visible angled screen in Singapore’s bustling Orchard Road as the perfect canvas for this creative experiment.
Our goal was to create a visual spectacle where the BMW car appears to drive out of the building, using AR effects. The challenge was immense—crafting a realistic, immersive experience that seamlessly blended with the surroundings and wowed anyone passing by.
Solution
We set out to demonstrate how augmented reality can revolutionize the advertising landscape by transforming a simple screen into an interactive, head-turning experience. Our team worked closely to ensure that every technical detail—from the 3D modeling to the real-world alignment—was perfect.
Concept Creation: We conceptualized a scenario where a BMW car, showcased on an angled screen, would appear to drive out of the building when viewed from a specific point. This concept not only highlighted the car’s sleek design but also demonstrated the power of AR in outdoor advertising.
3D Modeling & VFX: We developed a highly detailed 3D model of the BMW, incorporating dynamic motion and realistic reflections to enhance the illusion. Our visual effects team synchronized the movements of the digital car with the physical architecture of the location to create a smooth and believable effect.
Strategic Location: The choice of the angled screen in one of Singapore’s busiest areas was strategic. With thousands of people passing by daily, the visual impact of the car seemingly breaking free from the building was sure to capture attention.
Testing & Fine-tuning: We carried out extensive testing on-site, ensuring the illusion worked from various angles while maintaining its intended impact from the key viewpoint. The final result was a stunning display of technological precision and creative vision.
Results
Showcasing Our Capabilities: This project was a testament to our ability to create highly engaging, innovative content using cutting-edge technology. It served as a showcase of our skills in AR production, catching the attention of numerous industry leaders.
Public & Industry Engagement: The video attracted large crowds in the Central Business District, with passersby stopping to marvel at the visual spectacle. The project generated buzz on social media and was widely shared, showing the potential reach and effectiveness of AR campaigns.
Brand Alignment: While not directly commissioned by BMW, the project perfectly aligned with their brand image—modern, dynamic, and bold. The results underscored our ability to create high-impact visuals that enhance a brand’s presence in the market.
Conclusion
This self-initiated project was a bold statement of our agency’s capabilities in the world of augmented reality and experiential marketing. By demonstrating our ability to create attention-grabbing, innovative content for one of the world’s most recognizable brands, we positioned Always Wonder as a leader in AR video production.