In September 2012, Hugo Boss live streamed its Boss Black Fall Winter 2012 fashion show directly in 3D. Now fast forward to 2014 and Ralph Lauren has launched their Polo for Women Spring 2015 collection via a cinematic 4D experience. 😎
On the evening of September 8th during the New York Fashion Week, Ralph Lauren created a runway out of a 60 foot high water-screen projection that towered above Manhattan’s Central Park fusing fashion, art and technology.
To promote its new, high-performance Hybrid car, Lexus along with Saatchi & Saatchi Italy created “Trace Your Road”, an experiential event featuring Formula 1 driver, Jarno Trulli.
For the event ten Lexus fans were selected from hundreds of applicants on the Lexus’ Facebook page. These selected fans were then given the opportunity to sit in the passenger seat of the new Hybrid car with Trulli at the wheel. The course was traced by the fan sitting in the car on an iPad that projected the course designs onto the floor of the aircraft hangar with the help of special projectors. The car itself was tracked using a custom high-res infrared (IR) camera system.
Trulli’s driving skills were put to the test as he attempted to follow the spontaneous, real-time paths. Penalties points were given when the car went outside the projected routes and or touched the walls of the aircraft hangar. The goal of the game was to hit 7 selected touch points in the quickest time, the fan with the best score won.
This campaign helped Lexus successfully highlight the cars design and performance while innovatively connecting with its target audience.
In North American automotive marketing in 2012, the hardest moments are often the ones created by success: when a winner expands and the buyer suddenly has more to compare.
The Hyundai Elantra was named 2012 North America Car of the Year. Momentum was strong.
Then Hyundai introduced two additional variants. The Elantra Coupe and the Elantra GT. Suddenly, a clear win turned into a harder purchase decision.
More choice created more hesitation. Hyundai needed to simplify the decision again, without reducing the range.
Instead of pushing another brochure or comparison chart, Hyundai built the Driveway Decision Maker.
By combining Google Street View, projection mapping, and real-time 3D animation, prospective buyers could see exactly what an Elantra would look like parked in their own driveway.
The experience replaced imagination with visualization. No guessing scale. No abstract renders. Just your house, your street, and the car.
Car buying is emotional, but doubt creeps in when people cannot picture ownership.
The Driveway Decision Maker collapsed distance between consideration and ownership. By anchoring the car to a familiar, personal environment, Hyundai removed uncertainty about fit, size, and presence.
The experience also shifted control to the viewer. Instead of being told what to like, buyers explored the car in their own context.
The intent was not novelty.
Hyundai wanted to reduce decision paralysis created by a broader lineup and move people confidently from interest to purchase. By helping buyers visualize the outcome, the brand shortened the path to commitment.
This was about restoring clarity, not adding noise.
Hyundai invited consumers to try the experience themselves at www.pickmyelantra.com.
Too much choice created hesitation. Buyers struggled to decide between Elantra variants.
It combined Google Street View, projection mapping, and real-time 3D animation to place the car into a buyer’s actual driveway.
Because it grounded the decision in a personal, familiar environment instead of abstract specifications.
Reducing purchase friction and restoring confidence across an expanded model lineup.
If your product requires imagination to buy, use technology to make the outcome visible.
