BMW

A Quest to Dee

AGENCY Jung von Matt
ROLE Creative Direction
YEAR 2023

BMW’s new i Vision Dee is a companion for the real and virtual world – with the help of a Mixed Reality Slider that augments your reality. From displaying information to opening portals to an immersive virtual world you could drive through. Together with our partners from Journee Technologies, we created a virtual world that you can enter in two ways: While driving in the car at CES 2023 in Las Vegas, with an installation simulating the Mixed Reality Slider – and with your devices at home, on Joytopia.

In "A Quest to Dee", the users have to help Dee bring the concept car from the virtual world back into the real world. An assignment, by the way, that they receive personally from a digital version of Arnold Schwarzenegger.