These days multinational brands place big-budget emphasis on their digital campaigns. Many approach them with the kind of production ambitions that are reserved for the slickest TV commercials, a space where car manufacturers have always been known to push the envelope. This is precisely how this French presence for Volkswagen’s fleet of sports cars should be viewed – with maximum wow factor.
Leveraging the latest in HTML5 Canvas-based techniques, the experience literally revolves around a virtual showroom. Four flagship vehicles are rendered in 360 degrees, inviting visitors and potential customers the chance to admire the exterior and interior design. Rollover hotspots provide further detail on key points of engineering detail, along with sound clips of the featured engines. The whole thing is sound-tracked by a stylishly moody audio loop and a generally dark approach to colour and photographic treatment maintains that sense of power. It also does a great job of pandering to enthusiastic autophiles by allowing snapshots of each car to be posed, captured and saved as glossy desktop wallpapers.
A collaborative build headed by DDB France, the 3D work and visual effects were handled by Parisian studios Merci-Michel and Mac Guff. the site has gone on to command industry acclaim, scooping Site of the Day badges from Awwwards.com, Adobe and the FWA
As you click through the arrows positioned left and right, the camera swings around to reveal each car
An unobtrusive array of controls are overlaid as you rotate each vehicle exterior 360 degrees