Audi is doubling down on the “Tron” side of its E-tron electric vehicle brand with a new “hyper-reality” experiential space that seems to channel the futuristic ethics 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 claim that the experience is different from similar mixed reality campaigns thanks to the refinement 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 governed by an algorithm that creates a full-body avatar of each player and an actor who accompanies the participants in the role of guide within the paths. In total, Audi's ambitious system comprises an impressive 36 cameras and 28 sensors.
"Audi e-tron represents the future of mobility, which is why our creative proposal had to be just as innovative". The creative director of the agency that created the system writes this in a press release . "The way to do it was through this experience of hyper-reality, for now the only one of its kind in the world."
Anyone can register online to participate, competition sessions are open every week. Future Paradox will be open from 24 October to 13 November in Madrid. Immediately after from January 27 to February 16 he will be in Barcelona. Are you ready to get on board?