Jaguar were going back into racing with a brand new Formula E racing team. To launch and introduce the new team and allow members of the public to experience the excitement of Formula E racing, and learn more about Jaguar's heritage on the race track they commissioned Imagination to create a fully immersive Jaguar Formula E VR experience. 

I was the Senior Producer on the project and worked with the creative team at Imagination as well as managing the VR specialist, Rewind, to deliver the experience. There were many deliverable elements to the project that i produced. Along with the main VR deliverable there was also a registration app, a dynamic score display app, that were peripheral to the VR experience and a heritage edit and an introduction to the Jaguar FE team film that required a location film shoot that were content pieces within the VR experience. 

The final piece is a seven-minute experience that takes visitors on a 4D multi-sensory journey through Jaguar’s racing heritage, which includes archive racing material and interviews with Sterling Moss, challenging them to compete with other drivers and visit the key locations of the Formula E series.  Users create their own avatar and join five other members of the public in an immersive Virtual Reality theatre on the Jaguar Land Rover stand at the main Global Autoshows.  Each user is positioned in a self-contained racing seat, with steering wheel and headset. HTC Vive and the latest gaming technology is used to transport the user to another reality and and can share the results of their adventures on social media after the event.

The original version was created with x 4 localisations in English, French, German and Mandarin and was launched at the Paris Autoshow 2017. It has since gone on  to other tier 1 shows in LA, Geneva, and most recently New York and Shanghai. The FE VR Experience is the biggest attractor to the Jaguar and LandRover stand and it continues to be one of the most popular VR attractions at the Autoshows.