360-degree views of cars on automotive web sites are nothing new, but they’re usually pretty basic computer-generated images. Volkswagen and Deutsch LA decided to get real for the Beetle with the Spin-O-Scope, a live-action view using the “bullet time” technique from “The Matrix.”
In experiences created for both the Beetle and the new Beetle Convertible, the car spins in front of the user, then freezes for user control of the car. The goal was to capture the Beetle in action in a moment of frozen time, displaying the edge and flair of the model in a way that has never been seen nor thought of like this before.
This latest project put to use Deutsch's talents as a fully integrated agency, mixing TV elements with modern technology in a digital space. The result is a one-of-a-kind experience that captivates the audience in a controlled reality, showing that art can and does imitate life. The capture rig consisted of 36 still cameras shooting at 3 frames per second, and 7 RED motion cameras at 60 frames per second. They were mounted on a pipe bent to a 25-foot radius, the largest radius owned by Real Effects, our “bullet time” production company..
In addition to the Spin-O-Scope, the new Beetle site provides consumers with an experience that is animated and fun. Each model has a gallery that enhances the user experience with full-screen viewing and downloadable assets. The Engine Modules display specs for each option in a much simpler way than ever, Cinemagraphs give life to new features, and the Colorizer and navigation convey the range of options available to the consumer.
Since the new Beetle experience debuted, the Volkswagen site has seen almost a two fold increase in the amount of time consumers spend on it.