Volvo x Varjo XR-1: Pave the Way.

  • Real-time graphics
  • Collaboration
  • Photography
  • Edit
  • 3D
  • Mixed Reality

When Varjo was launching the new Varjo XR-1 Developer Edition the world’s only photorealistic mixed reality device, it was clear that a use case needed to show the XR-1 full capability. What Varjo is doing is epic and that´s why the story had to be told in a way that is equally epic.

Varjo teamed up with Volvo to enable the world’s first Mixed Reality Test Drive. For the first time ever, Volvo Cars and Varjo have made it possible to drive a car while wearing Varjo’s mixed reality pass-through headset, seamlessly adding virtual elements that seem real. So far, nobody has ever been able to demonstrate mixed reality on a level that the virtual and physical would fully merge together, and the field of view would allow a true immersive experience.

20/20 was involved in the project from the beginning as a strategic marketing partner. Together with Varjo and Volvo, 20/20 created a marketing framework and concept for the XR-1 launch and helped with the marketing materials, launch and teaser film.

Volvo x Varjo XR-1: World’s first Mixed Reality Test Drive.

Varjo have developed the world’s first XR approach to evaluating design and safety technologies. For the first time ever, Volvo Cars and Varjo have made it possible to drive a car while wearing Varjo’s mixed reality pass-through headset, seamlessly adding virtual elements that seem real.

Using with XR-1, Varjo and Volvo Cars created the world’s first mixed reality approach to evaluating prototypes, designs and active safety technologies.

The Varjo XR-1 teaser film introduces the new XR-1 product and the world’s first Mixed Reality Test Drive. The making of films narrative takes us through XR-1’s use cases and how they are helping Volvo to pave the way towards a safer, more personal and sustainable future.

“Driving with an XR headset is the most challenging automotive use case Volvo has ever worked on. Varjo’s XR-1 Developer Edition is the only device that’s up to the challenge,” says Casper Wickman, Technical Leader at Volvo Cars.

Results.

The goal was to create buzz at Augmented World Expo 2019 and to make sure everyone in the industry is aware of and awed by Varjo's new mixed-reality headset. That goal was achieved, and then some, with the Varjo launch reaching millions of people and generating over 400 news articles including articles from Forbes, Cnet, Engadget, TechCrunch and Bloomberg to mention a few.

So far, the demo video showing how Varjo XR-1 works has been viewed over 200 000 times.

Production.

Client
Varjo Technologies
Chief Marketing Officer: Jussi Mäkinen
Marketing and Communications Lead: Anna-Leena Kuronen

20/20
Art Director: Jyri Rapo
Copywriter: Lissu Moulton / Annaleena Kuronen
Client Director: Mia Oksala

Film Production
Production company: Life in the city
Director: Karl-Johan Larsson
Producer: Markus Frantz
Cinematographer: Michael Petersen

Technology
www: Reason
www 3D: Johan Snell

Visit
varjo.com/xr-1

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