Auditoire\China uses 3D video-mapping technology to animate Jaguar engine launch

Jaguar wanted to showcase the new engine without making a significant change to the exterior design of the vehicle. The challenge for Auditoire was coming up with a creative experience to communicate the new 13MY engine in an innovative way. 

By using 3D video-mapping projection, Auditoire\China transformed a translucent, life-sized model of the Jaguar XJ Ultimate into a 3D animated display that enabled consumers to experience the new engine.

To interact with the installation, consumers were asked to answer a quick quiz on a tactile tablet, which defined their profile and activated one of four videos.

The videos were then mapped onto the virtual car, showcasing consumers’ driving preferences and style and reinforcing an emotional bond with Jaguar.

The interactive installation of the Jaguar 13MY engine was first launched on 5 October, and will continue to run in luxury shopping malls and high-traffic outdoor areas in Shanghai, Beijing, Chengdu, Shenzhen, Sanya, Hangzhou, and Guangzhou until January.

Olaf Felten, events senior manager of Jaguar Land Rover commented that the result so far is fantastic. "The story is built into the innovative experience using the best video mapping technology," Felten said. "It brings the engine to life, and brings the car to life in a whole new way.”

Antoine Gouin, managing director of Auditoire\China commented, “Jaguar is a brand with innovation rooted in its DNA. Jaguar is reviving its passion for innovation by supporting daring concepts and outstanding brand experiences.”