Jaguar Land Rover - Advanced Driver Assistance System

interactive EXPERIENCE - Imagination

In the game, the character had to be navigated to her final destination - with a catch - we dropped a combination of urban and extra-urban hazards onto the roads.

THE Brief

Advanced Driver Assistance Technology - or ADAS for those of us who are very busy to spell it out - keeps motorists and pedestrians safe (and all other road users also, lest we forget about the pets and wild animals), using smart sensors to detect hazards.

Together with Imagination, we built an interactive simulator game to demonstrate the capabilities of ADAS to consumers and the press at the Frankfurt Auto Show.

Our Approach

In the game, the character had to be navigated to her final destination - with a catch - we dropped a combination of urban and extra-urban hazards onto the roads.

Different scenarios showcased different ADAS features - blind spot assistance, high speed emergency braking, lane keep assistance and park assist.

How did we do it

All of the gameplay visuals were created by a concept artist and have a minimal look. There was a two screen setup, that included a giant 4K LCD screen for gameplay. The steering wheel mounted tablet provided control and interactivity, with force feedback steering capability and full wheel rotation for park-assist.

We know how competitive gamers can be, so we integrated a global dynamic Leaderboard to keep track of scores.