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Pete Herzog, Noa Gavin, Brett Estabrook, Josh Cook, Ben Strong, Mauricio Silva, Spencer Evans, Vlad Vazhenin, Andrew Strickland, Todd Wasik, Russ Rinke, Anthony Giordano, Joan MacFarlane, Debra Pregler

Lead Designer

Design Company

https://www.youtube.com/watch?v=_fR7IjoKYOU

Profile Website

https://www.pixelandtexel.com/?work=3yY889bcJsMbxvnKpYeJ7Z

Project Website

Client

Design Team

Video (direct link)

Silverado needed an individualized AR experience for NYIAS 2022 - one that showed not just the exterior, but gave attendees a full experience with the new EV truck.

Attendees at auto shows want to get a comprehensive feel of the vehicles on display, but crowds, social distancing, and space can make that want difficult to sate.

The new Silverado EV is one-of-a-kind transport tech, and everyone is clamoring to get a bumper-to-bumper view of it. For the SEV at auto shows nationwide, Pixel and Texel utilized Unity engine and Vuforia for AR exploration.

For the experience, users stand near the Silverado EV holding a brand iPad. Our app utilizes the Silverado EV as an AR marker, blending the real-life truck with next-gen exploration features. Hotspots placed in the AR environment allow users to tap and explore at their own pace.

The most exciting and innovative features required equally exciting and innovative AR. We placed 360º skydomes with environmental props, a full interior 360º with interactive dash hotspots, and a fully-fledged eTrunk game for users to explore.

We built an AR experience that was sideloaded onto iPads, allowing Brand Ambassadors to facilitate the experience more smoothly than in past shows. Attendees raved about the fresh experience, especially the 360º displays. This asynchronous, personal brand experience allowed users to visualize how the EV fits into their lives.

GM has used the app at every major auto show in North America throughout 2022, with approximately 3000 users per show.

App iterations and enhancements are ongoing! The reception of the experience by the brand, our agency partner Jack Morton Worldwide, and its users has been exceptional. The surprise of a futuristic-but-familiar exploration method that's personal and also fun has made for memorable brand experiences for attendees.

Silver Winner in UX, Interface & Navigation for Digital Design

Silver Winner in UX, Interface & Navigation for Games for Digital Design

Bronze Winner in Digital Tools and Utilities for Digital Design

Gold Winner in Interactive Design for Digital Design

Gold Winner in Interaction Design for Graphic Design