The Problem
The Peugeot iCockpit experience was a project that again required Future Visual’s guiding thesis of “providing access to situations and scenarios that are physically impossible or prohibitively expensive”. The iCockpit was a completely new design philosophy led by Head Designer at Peugeot Gilles Vidal.
The design of the cockpit is not just an exercise in functionality it really needs to convey the emotion of the brand, is this a forward looking brand putting the customer at the heart of the experience or is this a brand copying where others lead and trying to cut corners in cost?
Our Solution
Our remit was twofold, firstly to create an experience that put the customer in the iCockpit mule – this was a mockup of the cockpit interior style but detached from the car, so no engine, trunk, roof or windscreen but a cocoon for two people that put them into the cockpit experience. The second and more challenging part of our remit was to create the feeling and emotional resonance of this new styling direction and what it meant to Peugeot. To this end we worked closely with Head Designer Gilles Vidal to understand the philosophy of motion and emotion.
Using a mix of 360 video capture composited into a high-end CGi animation we took the viewer on a 2 min journey to explore the iCockpit story. As the space between the driver and steering wheel was quite limited we spent a lot of time of creating the optimum rig so that we could house the necessary 6 cameras but Gilles could still take us on a tour of the cockpit.
We drew the viewers attention to the touch screen interactions, the mix of materials that are used together including leather, metal, fabric, satin and chrome, the simplicity and clarity of the display graphics and then onto passenger comforts such as the massage seats and the sound system.
Outcome
Enabling automotive trade and journalist to experience the iCockpit without having to ship the mule around the world created huge savings and means that the buzz of the new design concept could be spread far around the globe. These activations coincided with the public announcement of the new iCockpit philosophy building an appetite of interest at motorshows and beyond. Going beyond what could be achieved in real-life we were able to bring abstract concepts such as “touch” and “smell” to life through vivid graphics and sound, launched in 2010 on the SR1 concept car we built out the DNA of the brand further into the immersive world, with 100,000 views this film has reached a wide range of audiences both within the industry and potential customers loyal to the Peugeot brand.
The Problem
The Peugeot iCockpit experience was a project that again required Future Visual’s guiding thesis of “providing access to situations and scenarios that are physically impossible or prohibitively expensive”. The iCockpit was a completely new design philosophy led by Head Designer at Peugeot Gilles Vidal.
The design of the cockpit is not just an exercise in functionality it really needs to convey the emotion of the brand, is this a forward looking brand putting the customer at the heart of the experience or is this a brand copying where others lead and trying to cut corners in cost?
Our Solution
Our remit was twofold, firstly to create an experience that put the customer in the iCockpit mule – this was a mockup of the cockpit interior style but detached from the car, so no engine, trunk, roof or windscreen but a cocoon for two people that put them into the cockpit experience. The second and more challenging part of our remit was to create the feeling and emotional resonance of this new styling direction and what it meant to Peugeot. To this end we worked closely with Head Designer Gilles Vidal to understand the philosophy of motion and emotion.
Using a mix of 360 video capture composited into a high-end CGi animation we took the viewer on a 2 min journey to explore the iCockpit story. As the space between the driver and steering wheel was quite limited we spent a lot of time of creating the optimum rig so that we could house the necessary 6 cameras but Gilles could still take us on a tour of the cockpit.
We drew the viewers attention to the touch screen interactions, the mix of materials that are used together including leather, metal, fabric, satin and chrome, the simplicity and clarity of the display graphics and then onto passenger comforts such as the massage seats and the sound system.
Outcome
Enabling automotive trade and journalist to experience the iCockpit without having to ship the mule around the world created huge savings and means that the buzz of the new design concept could be spread far around the globe. These activations coincided with the public announcement of the new iCockpit philosophy building an appetite of interest at motorshows and beyond. Going beyond what could be achieved in real-life we were able to bring abstract concepts such as “touch” and “smell” to life through vivid graphics and sound, launched in 2010 on the SR1 concept car we built out the DNA of the brand further into the immersive world, with 100,000 views this film has reached a wide range of audiences both within the industry and potential customers loyal to the Peugeot brand.
