Augmented reality (AR), virtual reality (VR), and mixed reality (MR) – collectively known as XR – are making inroads in the automotive industry. Join this session led by Visionaries 777, which works with major auto brands like INFINITI, to learn about the range of immersive experiences you can build with Unity to create a better customer experience that results in more engagement and sales. Speakers: David Castañeda - Visionaries 777 Frantz Lasorne - Visionaries 777 Session available here: https://youtu.be/WJpeWHGXyms

1. UNITE COPENHAGEN 2019
XR AND REAL-TIME 3D IN AUTOMOTIVE
DIGITAL MARKETING STRATEGIES
Frantz Lasorne
Co-founder and Automotive Project Leader
frantz@visionaries777.com
David Castañeda
Co-founder and Global Business Catalyst
david@visionaries777.com
vz777.com

2. SCALABLE & INTERACTIVE SOFTWARE SOLUTIONS
FOR INDUSTRY LEADERS
ANTICIPATING THE FUTURE
2XR AND REAL-TIME 3D IN AUTOMOTIVE DIGITAL MARKETING STRATEGIES
What we do

3. 3
Automotive Clients
XR AND REAL-TIME 3D IN AUTOMOTIVE DIGITAL MARKETING STRATEGIES

4. BMW Samsung Gear VR
Experience
• Demonstrate interior features of the new 5 Series in an
interactive VR test drive.
• Immersive experience that facilitates dealers to explain
the benefits before the car is physically available.
• Premium experience optimised for affordable
hardware to be used by Dealers globally.
case study
2017

5. 5
BMW Samsung Gear VR Experience
XR AND REAL-TIME 3D IN AUTOMOTIVE DIGITAL MARKETING STRATEGIES
VIDEO

6. 6
BMW Samsung Gear VR Experience - Breakdown
Modified the plugin in order to be able to export separate 360º stereo equirectangular images for:
• Diffuse
• Smoothness
• Reflective
• Emissive
• Normals
XR AND REAL-TIME 3D IN AUTOMOTIVE DIGITAL MARKETING STRATEGIES

7. 7
BMW Samsung Gear VR Experience - Breakdown
1
Diffuse color map (with alpha channel).
2
Reflective map.
Emissive map for Ambient light.
3
Smoothness map. (Photoshopped with Find Edge Filter based on normal map)
4
Object space normal map.
5
Reflective map + Ambient light + Smoothness map (for better memory management).
32 4+ +
RED GREEN BLUE
CHANNELS
Car interior
XR AND REAL-TIME 3D IN AUTOMOTIVE DIGITAL MARKETING STRATEGIES

8. 8
BMW Samsung Gear VR Experience - Breakdown
1
Diffuse color map (with alpha channel).
2
Reflective map.
3
Emissive map for Ambient light.
4
Smoothness map.
5
Object space normal map. Reflective map + Ambient light + Smoothness map.
32 4+ +
RED GREEN BLUE
CHANNELS
Steering wheel
XR AND REAL-TIME 3D IN AUTOMOTIVE DIGITAL MARKETING STRATEGIES

9. 9
BMW 5 Series Samsung Gear VR Experience - Breakdown
1
Diffuse color map (with alpha channel).
Object space normal map.
5
Reflective map + Ambient light + Smoothness map (for better memory management).
32 4+ +
RED GREEN BLUE
CHANNELS
LitCubemap.shader
Car interior
XR AND REAL-TIME 3D IN AUTOMOTIVE DIGITAL MARKETING STRATEGIES

10. 10
BMW 5 Series Samsung Gear VR Experience - Breakdown
Custom Shader result in the unity editor scene view.
XR AND REAL-TIME 3D IN AUTOMOTIVE DIGITAL MARKETING STRATEGIES
VIDEO

11. INFINITI 120º 1:1 scale AR
• Life-size Augmented Reality on a 120º sliding screen.
• Combining digital content and real image seamlessly
creating an outstanding AR experience.
• Provides a concise overview and highlights crucial
information of the car.
case study
2017

12. VIDEO

13. 13
INFINITI QX50 unveil - QX50 120º AR
Early physical prototype
XR AND REAL-TIME 3D IN AUTOMOTIVE DIGITAL MARKETING STRATEGIES
VIDEO

14. 14
INFINITI QX50 unveil - QX50 120º AR
Interactive Digital Mockup
XR AND REAL-TIME 3D IN AUTOMOTIVE DIGITAL MARKETING STRATEGIES
VIDEO

15. INFINITI Visualizer
• 3D Real-Time Configurator showcasing the design
features of the car.
• Empower sales with a digital tool to engage potential
customer and pre-sell the car before it’s actual release.
• Global scale deployment for dealerships around the
world.
• Affordable solution and easy to access.
case study
2017

16. XR and real-time 3D in automotive digital marketing strategies 16
INFINITI Visualizer - Cross platform
PC High Specs Mobile Mid Specs

17. XR and real-time 3D in automotive digital marketing strategies 17
INFINITI Visualizer - Custom variant manager
Variants
INFINITI QX50 Layers and variants
Shared materials & textures
Build Script Objects
based one Excel sheet
Variant Script Object
Switch Layers based on excel
Car Set Script Object
Assign shared materials to meshes

18. LIVE DEMO

19. VIDEO

20. INFINITI QX50 X-Ray App
• Empower sales with a digital tool to further explain the
the key technology features of the car.
• Global scale deployment for dealerships around the
world.
• Affordable solution and easy to access.
case study
2018
Model Target SDK (Early Access)

21. VIDEO

22. 22
INFINITI QX50 X-Ray App - Breakdown
XR AND REAL-TIME 3D IN AUTOMOTIVE DIGITAL MARKETING STRATEGIES

23. 23
INFINITI QX50 X-Ray App - Breakdown
1
Base camera layer
2
AR camera layer
3
Mask camera layer Final combined Base + AR + Mask camera
321 + +
XR AND REAL-TIME 3D IN AUTOMOTIVE DIGITAL MARKETING STRATEGIES

24. 24
INFINITI QX50 X-Ray App - Result
Soft edge AR mask effect Final result
XR AND REAL-TIME 3D IN AUTOMOTIVE DIGITAL MARKETING STRATEGIES

25. INFINITI Holograms
• Never seen before.
• Taking advantage of volumetric displays.
• Depth perception for stronger immersion with the
product.
• Discovering through engaging experiences.
case study
2019

26. VIDEO

27. XR and real-time 3D in automotive digital marketing strategies 27
INFINITI Holograms - Technologies
https://avatarsdk.com/ https://www.leapmotion.com/https://lookingglassfactory.com/
+ +

28. VIDEO

29. XR and real-time 3D in automotive digital marketing strategies 29
INFINITI Holograms - Digitalised user

30. XR and real-time 3D in automotive digital marketing strategies 30
INFINITI Holograms - Experience steps
Single RGB webcam
Captures a Photo
Photo sent to a local folder
and processed by
Avatar SDK
FBX generated by Avatar SDK
loaded in Unity
A Photo is taken
and uploaded to a cloud server.
A QR code is generated containing
the URL of the photo.
Final Photo

31. VIDEO

32. BOSE CADILLAC XT6 AR
R&D
2019
Model Target SDK (Early Access)
• AR used to highlights Bose Speakers System built inside the
cabin but hardly visible.
• Showcase each of the 12 speakers and reveal important
placement inside the cabin with AR X-Ray view
• Empower sales with an AR immersive presentation tool to
explain the products in details.

33. VIDEO

34. Autonomous EV Concept Car
R&D
2019
Forward thinking about the future of mobility, Visionaries
777 utilized cutting edge Virtual Reality to bring its vision
of the future to life by introducing a full-electric
autonomous concept vehicle.
The Future is now!
Visit the Visionaries 777 booth
to experience it!

35. Accelerating Disruption in the Automotive Industry with Unity 35
Autonomous EV Concept Car
VIDEO

36. Concept Car - Magic Leap
R&D
2019
Forward thinking about the future of mobility, Visionaries
777 utilized cutting edge Virtual Reality to bring its vision
of the future to life by introducing a full-electric
autonomous concept vehicle.
The Future is now!
Visit the Magic Leap booth
to experience it!

37. VIDEO

38. THANK YOU
vz777.com
Frantz Lasorne
Co-founder and Automotive Project Leader
frantz@visionaries777.com
David Castañeda
Co-founder and Global Business Catalyst
david@visionaries777.com