PROJECT DESCRIPTION

To showcase the excitement of the Acura TLX, Current brought Augmented Reality (AR) together with racing excitement. First, we designed a never-seen-before AR car race, tailored to showcase the the performance of the Acura TLX. Current created an epic backdrop of virtual landscapes spanning 3 acres - featuring glaciers, jungles, and volcanoes. To bring it all together, Current designed and fabricated a cutting-edge, custom AR headset to give users an exciting and immersive racing experience. To promote the experience, Acura brought in five tech influencers and in just 24 hours, the campaign reached a staggering four million people. We also rolled out teaser videos strategically, building buzz before the main event. To ensure top-notch production quality, we teamed up with Stink Films, spending time on the California tarmac to create compelling ads for national broadcast. A live race event was the heart of it all. With four skilled competitors, it streamed for an hour on Facebook Live, bringing the Acura TLX to life in an exhilarating way. Our engagement and reach were impressive with over 800,000 viewers joining the livestream. In the end, "What a Race" wasn't just a groundbreaking AR experience; it made the Acura TLX a symbol of innovation and performance, leaving a lasting impact on audiences across the nation.