The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2018 One Show - Responsive Environments

The Invisible Car

Agency Commonwealth//McCann / Detroit

Client Chevrolet
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Annual ID

OS_RE18002G

About the Work

Feature the performance and iconic design of the most powerful Camaro ever to be built. Race it against a concept car piloted by artificial intelligence for the purpose of demonstrating that Chevrolet is both a leader in engineering and a developer of ingenious technologies. With this totally new combination of high-tech, bespoke production tools, Chevrolet, The Mill and Epic Games created an immersive experience. The realtime, configurator app transformed a traditional film viewing experience into a live, real-time responsive environment.