Infiniti Launches Driver’s Seat Virtual Reality App

Infiniti Driver's Seat Virtual Reality App
Infiniti Driver’s Seat VR app gives you the keys to the Q60 and QX30 concept cars with two immersive VR experiences.

Today Infiniti is giving driving enthusiasts a new look at their concept cars with the launch of their Driver’s Seat VR app, now available on iTunes and Google Play (no longer available). The app gives users the choice of two VR experiences, which can both be viewed on Google Cardboard or in standard definition.


One of the two VR experiences within the app for launch, “Dream Road”, allows viewers to transport to the driver’s seat of the Q60 Concept. In a full 360-degree short film, “drivers” can experience the performance of the coupe on some of the world’s most exciting drives, including Italy’s Stelvio Pass and the beautiful Atlantic Ocean road in Norway. YouTube trailer below.

The second virtual reality experience “From Pencil to Metal” introduces viewers to Infiniti Executive Design Director Alfonso Albaisa while he takes guests on a guided tour of the QX30 Concept design. Beginning with the very first pencil sketches drawn in thin air, which eerily reminded us of Tilt Brush on the HTC Vive, viewers experience the QX30 Concept design story unfold around them in three-dimensional space, moving to CAD files, clay modeling, and lastly, the final model. The experiences were created by Infiniti’s creative agency of record CP+B and media agency of record OMD.

Taking VR on the Road

In addition to the app launch this week, Infiniti will be bringing the virtual reality experiences to the 2015 Pebble Beach Automotive Week, giving driving enthusiasts the opportunity to not just see, but actually feel what’s its like to get behind the wheel of both concept cars. According to Infiniti, for the “Dream Road” experience, they teamed up with CXC Simulations and professional drivers to replicate the real-world physics of every bump, acceleration, and turn when driving. A custom simulator recreates G-forces and tilt, providing a fully-immersive VR experience.

Pebble Beach showroom and VR experience

Pebble Beach showroom and VR experience

Guests visiting the Infiniti Pavilion at the Pebble Beach Concours Plaza will receive a complimentary special edition headset inspired by Google Cardboard so they can download the free mobile app and relive the experience at home.

Word is that Infiniti will also be utilizing both “From Pencil to Metal” and “Dream Road” short films as centerpieces for the first-ever YouTube 360 automotive advertising campaign. The campaign is set to launch August 15, 2015 and we will provide additional updates when we get them.

If you want, you can download the app on iTunes or Google Play.

Music: Q Department
Agency: Crispin Porter + Bogusky
Live Action and Digital Production Company: Tool of North America
Editing Company: Plus Productions
Visual Effects: Luma Pictures (USA)
VFX Supervisor: Justin Johnson
Chief Creative Officer: Ralph Watson
Executive Creative Director: Michael Raso
Creative Director: Pat Feehery, Matt Lydecker
Copywriter: Kelly McCormick
Director: Steve Mapp
Design Director: Matt Gase
Technology Director: Patrick Gunderson
Executive Producers: Erich Joiner, Dustin Callif, Chris Neff, Oliver Fuselier
Producers: Deb Drumm, Francesca Lentini, Chris Kaliszewski, Nadine Brown
Editor: Bill Marmor, James Bedford
Visual FX: Michael Perdew, Jamey Kitchens

About the Scout

Jonathan Nafarrete

Jonathan Nafarrete is the co-founder of VRScout.

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