NSX Explore

To further enhance the 2017 Acura NSX digital experience, the client asked us to build on the success of the configuration tool and create content around the stories highlighting the philosophy, technology, and mechanics of the vehicle. The NSX Explore experience is the first step in an end-to-end customer journey beginning with information gathering, to configuration, all the way through to dealer collaboration. I led the team that would launch eight chapters of beautiful, emotionally-driven content ranging from engineering, design, and dynamics to production and racing.

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A Familiar Framework

The site's overall structure mirrors the general framework of the build-and-price tool. Each story inspires immersive exploration through storytelling, video, original CG mechanical imagery and interactivity. And when inspiration strikes, access to the build-and-price tool is just a click away – as is the ability to easily find a retailer.

Page Design Example

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Crafting Content

Content creation proved to be one of our biggest challenges. At the time, the NSX was still undergoing production and Acura was holding their engineering secrets close. After extensive research and stake-holder interviews, we crafted 7 rich chapters of NSX content – evolution, engineering, power unit, dynamics, design, performance manufacturing center, and the new GT3.

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CG Storytelling

A rich combination of photography and CG provided a visual counterpart to our overall narrative. Ongoing asset reviews with the client and careful documentation of image rights became one of our daily challenges. We created a multitude of CG mechanical assets detailing vehicle's systems such as the space frame, the power unit, the cooling systems and others. These images would become the visual and metaphorical backbone of the site's narrative.

Just as the NSX itself is an exercise in interwoven themes and executions, the Explore experience is a measured balance of form and function.

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Place of Employment
SapientRazorfish, San Francisco, CA

Launched
2016

Responsible for

  • Creative Director role
  • User Experience
  • Design & Art Direction/Oversight
  • Navigation Behaviors including flows, wires, and final design
  • Annotations and functional specs for Development 
  • Client interaction & presentation
  • Development direction
  • Collaboration with Lead Copywriter on content and direction
  • CG Creative Direction

Creative Team: Christopher Follett, Judi Adams, Travis Lum, Dom Gianneschi