Chase the line

Brand Experience

The first interactive race film. Ever.


Create a 360º activation campaign and raise product awareness for the new  Peugeot 308 GTi


An activating, interactive film and campaign challenging visitors to drive the perfect race line on a circuit


An award-winning platform resulting in a 65% increase of test drives.



The all-new Peugeot 308GTi is packed with 270bhp at the touch of a button. Reason for us to release it on a track and let you do the driving.


First, we virtually tested our idea. We built a 3D track and put a car in there with virtual cameras. Next was the real-life test. We mounted a small hand-built rig with multiple cameras on a car and drove through the streets. This proved that our concept would technically work.

The line is drawn in WebGL, manually over the course of more than 500 frames to guarantee the race line has the right perspective and distance relative to your position. 


The design had to be in line with Peugeots 308 GTi commercial, called 'Push the Limits'. So we applied the same fonts and colors and created a custom style around that for ‘Chase the Line’.


This interactive experience is completely built on top of WebGL using ThreeJS. It also connects forms to the internal infrastructure of Peugeot to generate leads. Combining the interactive lines with geometric data while rendering 12 high-quality video's was a very interesting challenge.

System Integrations

Peugeot API for XML form data

Tech partners

Pim van Helten

Any question about brand experience?

Contact Pim