2010 Chrysler 300, microsite experience.
For the launch of the new 2010 Chrysler 300, we crafted an experience where the user could customize the vehicle before ordering it through a dealer. The 300 (aka the mini Bentley) has a cult following and owners typically like to style their ride.
To introduce the new car, we worked with a 3D model of the car and had it dance on a stage in front of its own TV commercial, something the client wanted us to include as part of the experience.
Role: Creative Director
Team: ACD, AD, Copywriter
Award: 2010 IAC Award
Chrysler.com, "300 Experience" - Outstanding Website
We used the car driving across the screen as the pre-loader for the site experience
The video commercial is playing behind the card, while the car and cameras move around the stage
Light beams move around the car while also acting as transitional elements
Metal balls roll onto the stage and are used as paint swatches
The light beam and copy function as a pre-loader while entering the Grills section of the Customizer
Wheels roll back and rotate for a better viewing angle
A Gallery section is available for videos and still images of the vehicle.