During the teaser, 2 different types of video clips were distributed that were intended to generate curiosity and interest about the communication operation. The brand is never presented directly but, through a subliminal process, we begin to see the concept of the initiative, creating engagement thanks to a recruitment operation aimed at the target concerned.
In the first phase, users find themselves in the Boost 190 factory, where an unexpected night-watchman welcomes them, asking for the personal details of the visitors and making them log in, using a suitable online form located on a dedicated landing page. The storyboard is mainly focused on the setting which will directly recreate the look & feel of the visual codes of the whole operation.
This phase featured the construction and modelling of the settings. Areas that are important to the user’s journey of discovery were defined. Nothing was left to chance, 3D modelling specialists and VFX artists, together with Turi Cacciatore, a specialist automobile and industrial designer of international repute, created a setting that in addition to being lifelike is intended to evoke the outline of the car, in line with the brand values.
Through the 3 subsequent video clips, the “properties” of this mysterious fluid begin to become clear. “Boost 190” is shown to be an element with unknown powers. It bestows power, strength and incandescence. A metaphorical language that gives a hint of the intrinsic qualities and the reasons for wanting the new car.
The storyboard continues with the search for technical references regarding the behaviour of the liquids in the absence of gravity (NASA footage) and the behaviour of guinea pigs in the laboratory (mice and rats). A curious thing: the mysterious liquid, in a test tube, is a mouthwash.
The packaging was done in limited quantities, special edition. All the samples were sent to opinion leaders and bloggers who helped increase the initiative’s visibility. Indeed, numerous “Unboxing Boost 190” clips were posted by those who received the pack.
The project web experience continued with the reveal phase, thanks to a dedicated online platform. Thanks to the website, users have the opportunity to enter and discover the factory in order to research the origins of the liquid Boost 190. The research unfolds on various levels with a number of clues available. The discovery of the different settings, each one unique and original, leads the visitors on a truly virtual tour.
The game phase completes the customer’s journey. Every user can test themselves in a competition and put the car through its paces. The idea of the test track behind the factory was inspired directly by the Maranello industrial complex.
DYNAMICS & 3D MODELLING The reconstruction of the car was a process that began with the CAD data and ended with the creation of a low-poly version for the game with around 18,000 polygons with diffuse, specular and normal textures. The dynamic engine was drawn from scratch, with the option of calibrating suspension, return, compression, individual damping, balancing the car and brake distribution, as well as the possibility of adjusting the engine’s torque curve.
The dynamic of the game is simple, intuitive and captivating. A race against time with the aim of collecting as many check points as possible. By collecting them, it is possible to refill the test tube of Boost 190 liquid until the liquid explodes with visual effects that enable power and extra features to be acquired. 3 different levels of difficulties that enable users to explore and interact in 3 different settings. The game platform was created in desktop and mobile versions. In the latter case, the controller is the device itself (using the gyroscope).
DESIGN & 3D MODELING
The inspiration for the game came from northern European settings with large parks, a historical centre and a modern downtown area. The stadium was inspired by one of the arenas developed for the world cup in South Africa. The Boost building is, in fact, a restyling of a famous Ukrainian disco. Overall, the city was made up of 25,000 polygons.
Juke Town is the online platform that came into being with the launch of different games linked to the Juke world. A real city to be discovered in every part, where every setting is a game with different features, through which the features of the various versions and the automobiles of Nissan Juke can be explored.