The AR show 'Mercedes Live!' at the IAA 2015 with spidercam

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The AR show with spidercam at the Mercedes-Benz brand presentation at the IAA 2015 in Frankfurt am Main makes the digitalisation of the automobile tangible – and thus translates the theme of this year‘s IAA ‘Mobility Connects’ into an unmediated spatial experience.

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The challenge

Making innovative vehicle technologies based on invisible data streams visible and tangible.

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Our approach

A live show that uses spidercam and augmented reality to stage the digital interaction of modern Mercedes-Benz automobiles with their environment.

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Skills

Communication, show set design, exhibition, media design

Pressekit herunterladen

In den Sozialen Medien

Awards:

Silber, Cannes Lions 2016

Gold, ADC Deutschland 2016

Silber, ADC Deutschland 2016

Merit Award, ADC Deutschland 2016

Gold, Golden Award of Montreux 2016

Finalist, Golden Award of Montreux 2016

Best of Best, Automotive Brand Contest 2016

Gold, FAMAB Award 2016

White, FAMAB Award 2016

Gold, CommAwards 2016

Award, iF design award 2017

Merit Award, One Show

Winner, German Design Award 2018

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The AR show ‘Mercedes Live!’ with spidercam

For eleven days, the venerable domed building was transformed into a vibrant stage space for the automotive brand. From the stands, visitors were offered unexpected perspectives of the innovative 450 square metre stage set-up at the centre of the show. There, a real-time production merges real driving cars, film, live images, music and presentations into an overall choreography.

The topic of digitalisation not only determined the automotive development in 2015, but was also reflected in Mercedes-Benz‘s appearance at the IAA in Frankfurt‘s Festhalle.

A spidercam was used to follow the live action – moving cars, presenters, live musicians – ‘up close’ and dynamically. As known from sports broadcasts, it moves silently across the entire stage area and shows the action and the audience in dynamic images and from unusual angles. The AR layers supplement product worlds, vehicle information and interaction instructions.

The software, which enabled the live augmentation of the dynamic camera image, was developed together with the camera manufacturer in a programme specially tailored to the requirements of the Mercedes-Benz presentation.

To ensure the reliability of the system in permanent trade fair operations, where resetting is not an option, the conventional optical tracking system was replaced by a digital one. The camera moves through the 3D scan of the stage area. It was protected from the permanent visual changes of the lighting design and the 500 square metre LED surface. As the trade fair visitors experience the action onstage and the image on the screen in parallel, there must be no delay – unlike with a monitor viewer at home or when travelling. This tracking system was also the first of its kind to solve this problem.