How NBC Universal used AR to promote the launch of the new Jurassic World film
December 2022
COBRA GOLF DARK SPEED
Discover how Cobra Golf used WebAR and 3D animation to launch the Darkspeed range, transporting users from their real-world location into an interactive, sci-fi-inspired experience set in the Salt Flats.
Client
Cobra
Role
UI, UX, Development
Year
2024
The brief
After the success of the first AR experience we created for Cobra Golf to launch the Aerojet driver, we were asked to help launch the new Darkspeed range. The experience was going to launched in stores carrying the new products, with the aim to educate consumers on the new range's features.
The experience
With the new range having the tagline "out of this world speed", we wanted to create an experience that leveraged the alien-like Salt Flats environment created for the campaign's marketing materials, and somehow bring consumers into that space.
We decided to have the experience start by revealing a satellite image of the user's location (likely the outside of a mall or retail store), to establish a starting point to the journey into Darkspeed world.
The image would then zoom out, showing more of the surrounding area as it lifted all the way through the clouds, into space, eventually landing on Darkspeed world, where the full range of products would be on display to explore.
The DESIGN
To make an impact in-store, we designed an interactive landing page that pulled users in from the moment they scanned the QR code. A vertical scrolling experience teased the new Darkspeed driver, highlighted key features, and used satellite imagery to connect to their location.
The experience then transported users to Darkspeed World—a hyper-realistic environment recreated in Unreal Engine from Salt Flats photography. A 360° panorama set the scene, with 3D products rendered in real-time for dynamic exploration. Inspired by sci-fi HUDs, the sleek UI featured live data elements, making the experience feel cutting-edge and immersive.
THE TECHNOLOGY
We developed the experience using HTML & WebGL with a custom 3D rendering engine.
The initial intro with the satellite imagery was a mix of real-time map tiles pulled from a 3rd-party service, which seamless transitioned to a polished sequence with the clouds, view of the globe, and light speed travel to Darkspeed world.
We used gyro-tracking to support the 360° exploration of the immersive environment, and multitouch gestures to dive deeper into the products' features.
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