GT Ride Game

The challenge: reach a young audience unfamiliar with the brand, on the devices they never put down. Instead of conventional product communication, we built a game that translates the qualities of the pro_cee'd GT — dynamism, sportiness, innovation — into something you play. At the heart of it is gesture control: the device's axis sensors capture the smallest movements, and from them the app calculates an individual 3D racing track in real time. These finely tuned variations make every run unique and tie the product world and the game world into one coherent experience, right down to the rendering of the tracks. Tracks and best times could be shared and compared with friends.

My role: co-developing the concept, co-designing the visual language, and seeing the project through the full process.