MPC and Stopp create an immersive VR experience for Chrysler’s ‘Beneath the Surface’
To promote the all-new Chrysler 200, Wieden+Kennedy Portland partnered with Stopp and MPC to deliver a first-of-its-kind interactive, photo-real virtual reality experience. ‘Beneath the Surface’ is a four-minute experiment, pushing the boundaries of what’s doable in virtual reality. Using the latest Oculus Rift DK2 headset, users are immersed in a beautiful rendering of the Chrysler 200 and taken on an audiovisual tour of the car and the state-of-the-art facilities that make such a vehicle possible.
The creative production challenge was to maintain maximum visual quality while creating an ‘exploding car’. Together, Wieden+Kennedy, Stopp and MPC achieved this. The user can experience it firsthand as the car flies apart and encircles them, showing off the quality and craftsmanship of the vehicle. The user interacts with the car parts in real-time, which allows the viewer to cue additional immersive film content. The virtual tour is augmented by an explosive soundscape that literally shakes the car beneath the user.
The immersive 4D experience debuted at the LA Auto Show as well as the Detroit Auto Show.