AMG Mercedes 3D Billboard
AMG, Artificial Rome
Pop-Up Interactive 3D Billboard
In the summer of 2023, Hamburg's Hafencity was briefly enriched by an attraction; a 3D billboard caused a sensation with fascinating visuals and innovative interaction.
This pop-up attraction was designed by our friends at Artificial Rome, while we were responsible for the technical implementation of the Unreal Engine app and the standalone tracking system.
A 3D billboard creates an optical illusion that gives the impression that the object shown - in this case a Mercedes-AMG SL - emerges three-dimensionally from the flat image surface.
The resulting, almost tangible presence of the virtual vehicle in the 3D world was flanked by intoxicating visuals by renowned artist Krista Kim, who created the digital backgrounds exclusively for this experience.
Another highlight: the virtual roadster reacted to its real surroundings in real time! Like an urban chameleon, the AMG dynamically changed its color with the clothing color of the person in front of it. A subtle feature with a high identification factor, which was intended to underline the color diversity in AMG's “Manufaktur” series.
Body movements were also detected and visually interpreted using appropriate sensors:
If the person in front of the billboard steered to the left with their arms, the virtual AMG drove to the left. The more that happened in front of the LED wall, the more happened on the large screen and each individual experience created its own unique work of art.
The basis for this interaction was a standalone tracking tool that we developed ourselves. A special camera captures the spatial depth in front of the screen and makes it possible to precisely recognize the positions and movements of passers-by.
The data is interpreted in real time and the display of the vehicle is adapted accordingly. This lends the digital Mercedes SL an impressive liveliness and adds a gripping component to the 3D billboard.
The AMG Mercedes 3D Billboard - an intoxicatingly colorful celebration of technology, which, after its premiere in Hamburg's Hafencity, was also allowed to make stops at the various headquarters of the brand family.
Each experience ended with an individual QR code, which provided access to personalized content and information about the Mercedes AMG-SL.
Step into the spotlight!
Service: Development & Support
Client: AMG, Artificial Rome
Pictures & Video © by Artificial Rome
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