In an effort to bring their car lineup closer than ever to the consumer, BMW USA partnered with Playhybrid and Meta to create 8 AR experiences that showcase the exterior and interior of their cars. BMW was clear in their brief that the experiences needed to respect the detailed design of the cars and be highly realistic. Too many social media AR experiences lack the visual accuracy that brands are looking for and end up feeling cartoony.
Our work started using BMW's original design files (CAD). Using CHEWI, our proprietary tech, we optimized each file to be able to distribute on Spark AR under the 4MB limit. To create a more enjoyable experience, we created separate experiences for the interior and exterior. The UI on Instagram is still limited and the experiences are meant to be simple and straight forward. Users can swap finishes and in the interior effects, move forward and backwards inside the vehicle.
Take a look at the highly detailed and luxurious BMW i4 M50 interior here !
Want to partner with us and start building amazing AR experiences on social media? Give us a shout at LAX@PLAYHYBRID.COM !