For their new booth at the 2007 Detroit Auto Show, Acura challenged us to come up with some inventive ways to highlight three of their most important vehicle technologies: VFT (Variable Flow Turbo), SHAWD (Super Handling All Wheel Drive) and NAV (Navigation System). It was important to them that the technology displays not only provide detailed information on each feature, but do so in a unique and engaging way. Geoff Mye, the creative director on the Acura account at George P. Johnson, and I focussed our attention on exploring the many ways in which we could tell each story through the use of different media types including interactive components, motion graphics and physical elements. We collaborated with HUSH on the visual and motion design of all the media and I developed all of the software in Flash. In the end we came up with three unique displays that were designed in very different ways, yet still integrated well within the design language of the Acura auto show space.

One of the enjoyable aspects of working on this series of projects was the fact that each of the displays ended up being a custom build using different technologies, including a variety of sensors, microcontrollers, touchscreens, computers, display systems and software that required us to come up with some inventive solutions.

Client: Acura
Agency: George P. Johnson
Role: Producer, Concept, Creative Director, Technical Director, Flash Developer