Delivering an immersive, cinematic experience for PHINIA to unveil at Automechanika Frankfurt.
A journey to tomorrow
Our challenge was to create and deliver an immersive, cinematic experience to be unveiled at Automechanika Frankfurt – the world’s leading industry showcase – communicating PHINIA’s compelling brand story and demonstrating the heritage and innovation spanning its go-to-market brand portfolio.
It all starts with a vision
Exploring a big vision with a focus on delivering an immersive delegate experience whilst communicating all aspects of the brand story, our initial thinking explored ‘the art of the possible’.
Considering audio visual, projection mapping, immersive rooms, 3D and beyond; our ideation explored the possibilities for execution at Automechanika.
Building the narrative
Every brand story is unique, but creating a compelling narrative that conveys all the aspects and technicalities takes craft, creativity, and experience.
Exploring the 125-year history of PHINIA’s go-to-market brands, combined with solutions for today’s workshops and OE customers, and innovation in alternative fuels such as hydrogen fuel technologies, we built the brand story wrapped around a theme of ‘The journey forward’.
Bringing the story to life
Our creative, motion and 3D teams kicked into action to create a cinematic experience worthy of capturing the attention and imagination of event delegates and wider corporate audiences.
Telling a story through a journey into the future, with crafted voiceover script (expertly delivered by a VO artist at the top of their game), high quality 3D world, and epic sound design – all combined to create the final experience.
Our 3D and motion teams had some real fun on this project using Unreal Engine; a tool originally designed for the gaming world. It allowed them to push the boundaries of what could be achieved in visual production, and it really delivered in two key ways:
Visual Realism
Unreal Engine helped the team create photorealistic 3D environments that made PHINIA’s brand story feel alive.
The detail and realism pulled viewers right into the narrative, making the whole experience way more engaging.
Plus, with our three-camera rig, one for each screen in the immersive room, we tailored the visuals perfectly for the multi-screen setup, giving everything seamless transitions and maximum impact.
Efficiency and Flexibility
On top of looking really good, Unreal Engine allowed the team to work fast! They could design, tweak, and refine scenes in real-time.
That speed and flexibility, combined with the three-camera setup, meant they captured the immersive experience from all angles, adjusted to feedback on the fly, and stayed on schedule.
The immersive video, experience and content exceeded all expectations at Automechanika. It was well received by customers and visitors to the booth and by our internal sales and marketing colleagues. All commented what a valuable tool it will in communicating our PHINIA story going forward.
Adam Griffiths - Global Marketing Manager, PHINIA