Jaguar Land Rover | ADAS

Interactive Installation

Showcasing new driver technology in a fun way

Koffeecup were lucky enough to take part in the Paris Auto Show, a major exhibition of new cars and automotive technologies that attracted more than one million visitors in October 2016.

Our role was to provide two interactive exhibits for Jaguar Land Rover: firstly, a driving game that would demonstrate the technology behind their vehicles new Advanced Driver Assistance Systems (ADAS); and secondly, a 3D interactive touch application to showcase the company’s new Ingenium petrol and diesel engines (for more on this project, click here).


Client / Jaguar Land RoverImagination

An easier, safer and more comfortable driving experience

The purpose of the game was to introduce users to the existing and forthcoming features of ADAS technology in JLR cars. There are three distinct elements of the technology, which we captured in three different sections of the game.

‘Lane keep assist’ is future technology that creates a 360 degree map of the car’s immediate environment, then uses this to automatically steer the car along a precise path. ‘Comfort over any terrain’ also uses the 360 degree map, this time to register changes in the terrain and adjust the vehicle’s speed and terrain setting accordingly. And ‘Helping you avoid low speed collisions’ is existing technology that can detect objects within four metres of the car, from any angle, and will immediately stop the car to avoid hitting them.

Putting users in the driving seat

To create our one-player game, we built a car ‘rig’ in Unity to simulate the driving experience, and a prototype steering wheel with touch screen. Players used the steering wheel to navigate through the three different sections of the game, and the touch screen to activate certain ‘calls to action’ along the way.

For example, in the ‘Helping you avoid low speed collisions’ part of the game, a player would have to press ‘brake’ at certain points in order to avoid a crash, otherwise the ADAS technology would take over and they would lose points. Similarly, in the ‘Comfort over any terrain’ section, they would have to select the correct terrain setting before the ADAS did it automatically.      

A player’s progress, along with their scores, was displayed on a separate large screen for others to watch. This meant that a visitor didn’t need to actually play the game to experience the efficiency of the technology and see its benefits on the driving experience.