As a distinguished participant alongside renowned brands such as Porsche, McLaren, Maserati, Jaguar, Cupra, and many others, Nissan’s presence at the event underscored its commitment to innovation and the electric future. We envisioned the interaction as a fun and engaging journey that seamlessly blends the brand’s rich heritage with its forward-thinking approach, offering users a fresh and exciting experience.

The configurator was inspired by Nissan’s visionary leap towards electric mobility and the dynamic spirit of its Formula-E team and pilot. Drawing from the brand’s innovative ethos, we envisioned an experience that would mirror the excitement of the race track and the sophistication of Nissan’s upcoming vehicle lineup. The interactive journey was designed not only to highlight the technological advancements of Nissan’s electric vehicles but also to resonate with the diverse lifestyles of its users, reflecting a modern, adaptive identity.

Our research focused on understanding the target audience and the varied use cases associated with Nissan’s diverse vehicle range. By defining distinct user personas for each vehicle, we were able to craft a decision-making logic that accurately mapped users’ responses to the ideal car configuration. This phase involved developing over 32 unique background images, representing different landscapes such as mountains, beaches, cities, and highways, which were later refined to a cohesive set of 16 images ensuring personalized yet consistent experiences for every interaction.

The creative journey began with outlining a fluid user experience from gesture detection to final vehicle visualization. Leveraging TouchDesigner as our development platform, we integrated a LeapMotion sensor to capture precise hand gestures, enabling users to select answers with intuitive motions like the “OK” sign and other gestures to progress through the configurator. A custom logic system was built to interpret these gestures, dynamically adapting the imagery and determining the user’s ideal vehicle. The process also involved calibrating the interaction to deliver smooth transitions and varied outputs even for consecutive users selecting the same vehicle type.

The culmination of our efforts was an engaging installation that captivated the audience at the Hankook Mexico City E-Prix Race. Attendees experienced a truly personalized journey, culminating in a compelling video reveal of their “Ideal Vehicle,” followed by an interactive gallery and a 360-degree visualization that could be manipulated with simple hand movements. This project not only showcased the brand’s forward-thinking vision and commitment to electric innovation but also set a new standard for interactive experiences in high-profile events, seamlessly merging heritage with futuristic design.