For the launch of the 2016 NASCAR Xfinty Series, Groove Jones created a VR experience that takes fans from their living room couch into a breathtaking, edge of your seat ride and climatic pile up on the track. Asking participants – How Close is Too Close?

The project was created using both live action 360º video captured on location in Orlando and high-end CG animation. The experience launched at the 2016 Daytona 500 and can be see at NASCAR races across the country. 

For the initial launch, custom branded Google Cardboard viewers were distributed. 

For the initial launch, custom branded Google Cardboard viewers were distributed. 

After trying out Xfinity’s Virtual Reality Experience, I was blown away by how close you are to the action...as a driver who truly experiences that environment each weekend it was kind of surreal for me...
— Darrell Wallace Jr. - NASCAR driver