ASPIRE
Four activations, one F1 stand.
Registration, an AR x-ray of the real race car, a WebAR version for visitors’ phones and a touchscreen build game, on one stand.
Brand · Abu Dhabi, UAE · Digital Experiences
- Client
- ASPIRE, Advanced Technology Research Council
- Product
- AR, WebAR, interactive game, registration web app
- Event
- Abu Dhabi Formula 1 Grand Prix 2024
- Dates
- 6 to 8 December 2024
The client
Branch delivered a connected suite of on-site and web-based experiences combining AR, WebAR, interactive gameplay, registration and live digital branding. Together they gave F1 fans a hands-on route into autonomous racing technology and gave A2RL one measurable engagement layer across the whole stand.
ASPIRE is the programme-development arm of Abu Dhabi’s Advanced Technology Research Council, and runs the Abu Dhabi Autonomous Racing League.
The challenge
The Fan Zone at a Grand Prix is a crowded, noisy, walk-past environment. ASPIRE needed activations that would stop people in it, work for children and adults in the same queue, teach a visitor what is actually inside an autonomous race car, and capture attendee data for follow-up afterwards.
What we built
Registration system
A QR-based web app taking visitor details on the stand and entering them into the prize draw, which is what turns four activations into one data-capture layer instead of four.
X-ray AR tablet app
A Unity app on mounted tablets. Point the camera at the real car and it resolves into three annotated zones; tapping a point opens the sensors, actuators, computers and chassis underneath, on the 3D model registered to the physical car.
WebAR 3D car
The same car on a visitor’s own phone through the browser, reached by scanning a QR code: animated instructions, interactive points mapped to specific parts, and a pop-up for each one. No install, so the queue keeps moving.
Speed Builder touchscreen game
A vertical touchscreen game that assembles the car out of its parts against the clock, with a prize-draw QR code on the end card. Designed to be readable from across the stand.
Inside the build
More work
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