Not everyone gets the chance to take the all-new Porsche 911 for a test drive. We didn’t think that was fair.
Firstborn partnered with Porsche’s agency of record, Cramer-Krasselt, to create a site promoting the features of the new luxury Porsche 911. Many sites offer consumers the ability to "build" a car of their choice, however, to experience the true beauty of the new 2009 Porsche 911, we pushed to take it to the next level. We used the online medium to our full advantage by enabling users to draw their own road and take the car for a test drive. This experience gives the user a peek into what it would feel like to be behind the wheel and provides an unmatched car/driver connection.
The experience begins with a product tour during which the user interacts with the car by spinning it, looking at its interior and reviewing key features. The interactivity then moves to the next level where users can draw their own road in a three-dimensional plane with their mouse. This is followed by a 3D sequence of the 911 driving the user-created road. To make this possible, Firstborn leveraged the same CGI files used by Porsche’s engineers to ensure accuracy and then created a library of clips that were used to dynamically create a video sequence that would match the user’s road.
Agency Partner: Cramer-Krasselt