One element of the luxury automotive brand's multi-sensory exhibition, which celebrated its engineering, design and craftsmanship, was a digital-led experience. In this, guests could transform themselves into the Rolls-Royce Spirit of Ecstasy icon, captured via light-particle animation and a video wall.
Imagination's Maxwell says this is one example of the agency's work in which the design element affected the technological aspects. "It was tearful watching it in action, an emotional way of connecting with consumers." Keane says with activations like this, the challenge is knowing what the idea of design means. "It's not purely about aesthetics," he says. "Code is now considered an art form just as much as the visual manifestation."
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