When Nissan introduced the Rogue: Star Wars Rogue One Limited Edition, the opportunity to magically use The Force to ‘Command Your Craft’ suddenly became possible with the power of Google Machine Learning.
‘Command Your Craft’ is a digital experience build in collaboration with Nissan’s agency Critical Mass, allowing users to control the movements of a Star Wars Limited Edition Nissan Rogue via unique hand gestures. Made possible through Google’s Tensorflow, mobile or desktop cameras recognize and classify these three Jedi-like hand gestures to trigger specific movements of the vehicle.
Open palm
Forces the Rogue forward
Two fingers
Lifts the Rogue off the ground
Closed Fist
Rotates the Rogue 360°
As a proof-of-concept, this experience was inspired by a TensorFlow prototype recreating the Rock-Paper-Scissors game built by our teams Creative Technologist. This experiment used machine learning to recognize hand gestures, and gave us the confidence to successfully pitch this concept to Critical Mass and Nissan to build, as an opportunity to connect the physical world to a digital experience in an interesting, authentic way for the Star Wars Limited Edition Rogue.
According to Amobee, this campaign helped increase digital awareness around Nissan’s Automatic Emergency Braking technology by 60% which, if compelling to car buyers, can lead to some new Nissan car buyers.
Nissan Star Wars
Project Role
Creative Direction
Collaborators
Critical Mass
Google
Press Release
Nissan USA