First Love

To launch the new Gran Turismo 6 game, we created a multi platform campaign featuring an interactive documentary of how Mario Andretti's began his legendary racing career by building his first race car, a 1948 Hudson, with his friends. To expand on the interactive documentary, we allowed the audience to participate in a social rebuild of the same model car live on the site with fans all over the world chiming in to give suggestions on how to make the custom build just like Mario's original car. The site features multiple fullscreen films with extra content options, a 5 day live stream of the build that was transformed into a time-lapse overview when finished, and interactive social panels where viewers can contribute, discuss, and chat with the Gran Turismo team. The site was built using the most cutting edge html 5, CSS 3D, and javascript techniques, as well as leveraging raspberry pi for capturing time lapse video during the live event. Tool and Ben Tricklebank handled the shoot, post and digital production.

Agency: BBH New York

Ben Tricklebank: Director

Awards

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Creativity: First Love

Creativity

2013


USA Today: First Love

USA Today

2013


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