Responses by Michael Vromans, creative director, DPDK
Background: This campaign website serves as commercial introduction for the new Peugeot 3008 SUV—where the commercial stops and the digital experience starts. Illustrating the Peugeot 3008’s promise to be a safer and better driving car, we created a world from the point of view of the car itself.
Highlights: The mix of storytelling, innovative technology, video and sound. Aside from that, the world that we managed to create in the user’s browser looks highly futuristic, connecting to the car’s promise.
Challenges: It was a challenge to showcase the Peugeot 3008’s in-car technologies through three chapters, all with different stories and interactions. It was especially challenging to have the car drive down the steep descent in chapter three, as we just couldn’t get the camera to suddenly change angles and let users drive down. To fix this problem, we tilted the world instead of the camera, and it mimics the experience of driving over the cliff in a steep descent.
Favorite details: We always challenge ourselves to make a seamless online experience, and we managed to do it. It’s fundamental for current web experiences, yet it’s not implemented as much as it should.
Time constraints: Time is both the ultimate enemy and a formidable ally. But the truth is, setting constraints gives us focus and it pushes us to think about our choices and alternative ways to achieve the same results.
Anything new: As we’ve been working more and more with these virtual environments designed completely in code, we see a shift in the way that design and tech disciplines have to work together. Almost every member of our tech team participates in a series of weekly coding experiments that raise the bar of what can be done in a browser—which serve as inspiration for our design team.