To help promote the new Peugeot 308GTi, we designed an interactive digital experience on the back of Peugeot’s international TV commercial (TVC). The idea was to showcase the power, technology and sportsmanship behind the new car in a video game that uses real footage instead of game graphics.
To test the idea, we built a 3D track and put a car in there with virtual cameras. Next was the real-life test: a small hand-built rig with multiple cameras was mounted on a car and driven through the streets. This proved that our concept would technically work.
The final footage was shot with a seven meter wide rig equipped with 25 cameras. Footage from all camera’s was rendered into one canvas consisting of over 23 million pixels. Giving the player the ability to move freely across the racetrack.