Audi is doubling down on the “Tron” portion of its E-tron electric vehicle brand with a new “hyper-reality” experiential space that appears to channel the futuristic ethos of Disney's classic sci-fi adventure film.
Open only for two three-week periods in Madrid and, subsequently, in Barcelona, Future Paradox features a series of puzzles and challenges designed for teams of three to four competitors each. The teams are equipped with virtual reality glasses and motion sensors. The latest models of the German car manufacturer have been promoted in this way thanks to the activity of DDB Spain and Glassworks, authors of a truly remarkable work.
The creators say the experience is different from similar mixed reality campaigns thanks to the sophistication of its motion capture. The system transposes the movements of human participants into the virtual world of the game so realistically that at times in the event of a collision I start to order auto parts on this sitespare parts-auto24.it or other equivalents. The game is also based on an algorithm that creates an avatar of each player's whole body and an actor who accompanies the participants in the role of guide along the routes. In total, Audi's ambitious system includes 36 cameras and 28 sensors.
“Audi e-tron represents the future of mobility, and this is why our creative proposal had to be equally innovative”. The creative director of the agency that created the system wrote this in a statement . “The way to do it was through this hyper-reality experience, so far the only one of its kind in the world.”
