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For Castrol EDGE, we produced an end-to-end campaign—from live-action production to creative technology—that challenged a professional driver to drift a real car at speed while navigating a course entirely in virtual reality.
As a full-service creative technology partner, we fused live production with a custom real-time pipeline. We integrated Swiftnav RTK GPS for ultra-accurate positioning, tapped the car’s CANBUS system for 1 million Hz input, and used a 9DOF IMU to sync the VR headset to the vehicle's movement—ensuring a true 1:1 driving experience rendered in Unreal Engine.
"The project redefined what's possible when creative tech is tied directly to physical limits, proving that the digital and analog worlds can be unified into one seamless, high-stakes performance."
Client - Castrol
Director - Ben Conrad
Creative Technologists - Master of Shapes
Lead Producer - Pierre Nobile
Driver - Matt Powers
Featured in Adweek, Fast Company, The Verge, and Wired as one of the most innovative branded tech experiments of its time.
