INFINITI — Array of Stars

Synopsis

Cloud Gaming is here and Google Chromebooks are at the vanguard of this gaming revolution.

In partnership with Mosaic and Google, we built a system to bring the power of this gaming platform to market at physical Best Buy locations across North America.

Launched in-stores in North America
Localized into 10 different languages
Meaningful increase in awareness, engagement and conversion.

Highlights

50000 LEDs
At full brightness, the vehicle could be seen from space (theoretically).
Easy To Enjoy
The activation was setup to accommodate heavy traffic flow.
Motion Reactive
The digital skin on the vehicle reacts to people and their movement.

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Impetus

Did you know that Chromebooks have strong gaming chops? We didn’t either.

To solve this awareness challenge, we worked with Mosaic and Google to create a educational platform to showcase how Chromebook is a viable option for even the most hardcore gamer.

The Chromebook Gaming Hub is widely available, empowering sales specialists in Best Buy locations around the world in their goal turning PC Gamers onto the Chromebook.

R&D

Power Plant
To keep the car drivable, we installed a custom power plant for the visuals.
Human Reactive
We created small scale prototypes that allowed us to test human reactivity.
Intel Powered
Using Intel depth cameras, we were able to get high speed input to make this as fun as possible.

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Behind The Scenes

Nathan Phillips Square
The activation took place in the heart of one of Toronto's busiest areas.
Drivable Art
Careful consideration was taken to ensure that the car was drivable.
A Night Of Light
Nuit Blanche ensured that we had the maximum number of people through the experience.

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The Last Word

Over the course of an 8-month period, the installation travelled nationwide, gathering millions of impressions and critical nods from Intel and beyond.

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