In the world of automotive websites, the equivalent to paying your taxes is having a 360° vehicle viewing tool. Everyone has one, they all pretty much do the same thing, and generally speaking they’re pretty friggin’ boring. Well the good folks at GTB decided it would be a good idea to buck that trend and gave the team at We Are Royale a shout.
The bucking started by evolving the typical 360° viewer experience into a contextually relevant and immersive environment, appropriate for the F150 and all of it’s applications. So we built out a series CG environments for our CG version of Ford’s cornerstone truck, and rendered out each of the specific camera moves and scenes available in the experience to highlight environment specific features. From there, we utilized the latest HTML5 techniques to mix pre-rendered and live elements to craft an experience that felt real and responsive, despite using a heavy amount of pre-rendered video as a foundation. For good measure, we also added in composited elements to aid in camera transitions and create parallax, thus further integrating the viewer and the tool. In doing so, the interactivity of the experience did not limit our ability to achieve an aesthetic that met the standards of not only us, but of GTB and Ford. For good measure, we added in composited elements were to aid in camera transitions and create parallax, thus further integrating the viewer and the tool.