Nissan approached Inition to help them create an exciting experience for this year’s Goodwood Festival of Speed. Nissan wanted to leverage their current ‘Built for Thrill’ campaign and TV commercial for the Nissan Juke, which features sky-divers assembling the car whilst free-falling through the air.
Inition, working with brand experience agency TRO, came up with the idea for the ‘Built to Thrill Wingsuit Experience’ which is designed to immerse participants in a multi-sensory 3D world inspired by close-proximity wingsuit flying.
Inition designers built a state-of-the-art wide-angle 3D head-mounted display which was housed in a bespoke case also designed and 3D printed in-house. To make the experience all the more exciting and realistic Inition built a multi-axis motion platform and control surface for realistic motion based flying – with variable speed fans and spatially rendered sound-design.
Inition’s 3D artists created a vast city and mountain environment to fly through on an experience that begins with a jump out an aeroplane at 21,000 feet. Participants are given a mission to collect as many Nissan Juke components as possible. Participants steer themselves by leaning on articulated ‘wings’, powerful fans mimic the rush of air as they fall down from the plane whilst the head-mounted display provides a wide-angle adrenalin-inducing voyage as a ‘virtual skydiver’ navigating a cityscape and finally trying to land on the Nissan Juke, collecting ‘Thrill Points’ en route.
Muriel Holdsworth at TRO reported that, "The Nissan Juke Built to Thrill simulator was the star of the show and acted as a real stand attractor. We only had a few weeks pre-production before the experience went live but the ride was ready in time and loved by TRO, Nissan and the Goodwood audience alike. The creativity and graphics of the software was particularly impressive."
The opportunity to take part in a fully-immersive human flight experience attracted a constant stream of willing participants at this year's Goodwood Festival and was also enjoyed by hundreds of onlookers. The game attracted 368 participants across the four days it was at the festival, with as many as 103 participants on the busiest day. Nissan is taking the Built to Thrill Wingsuit Experience to the Frankfurt and Paris motorshows and it will also feature at the ATP Tennis Tournament at The O2.
In an interview with Event Magazine, Nissan’s Brand Experience Manager, Caroline Earley, described the game as “the headline feature on our stand this year.”