After successfully winning a global pitch, this work was for BMW/MINI's introduction into the metaverse topic. Initial strategy discussions included evaluating launching the project in existing platforms like Roblox or Decentraland, but to maintain high fidelity and keep server costs to a minimum, we created a custom metaverse experience using WebGL. The launch of the experience would feature the new MINI Aceman, an exciting new concept car, and would coincide with Gamescom - a fitting location for this introduction to gaming for MINI and BMW. Live for over 3 years, The MINIverse was experienced by over 250,000 users on launch, with over 20,000 monthly users supported by social media engagement.
"The World's First Drivable Metaverse" was our core experience pillar from the start. We knew we needed to have people driving together as the vehicle. We then planned the environments to be conceptually based on key functions of the vehicle - from its classic go-kart feel, to electrified travel, to interior design and textures.
The result was a ground breaking digital experience for MINI, BMW and its global fanbase/community.
Personal Credits:
Creative & UX Direction
Executive Account Direction
Strategy
Pitch Director