Cannes Lions

Builders of the Future

TRIGGER GLOBAL, Los Angeles / LEGO / 2017

Case Film
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Overview

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Credits

Overview

Description

We brought in the adults of 2050, now 6-10 year old kids from all over Los Angeles to not only participate, but initiate the design process.

We believed that the kids' imagination could generate unique ideas that could become the foundation of the final "professional" design.

In addition to traditional sketches and 3D printed models, we wanted the kids to experience the concept vehicles in the real world by presenting them in full-size augmented reality.

Execution

1. Bring kids in to tackle complex design problem using LEGO as a medium with the guidance of LEGO

2. Kid's are compensated with Pizza and LEGO sets

3. Kid's finished LEGO models are reviewed and discussed by Creative team. Key concepts and innovations are flagged

4. Honda AD designers take these conceptual gems and combine/evolve/translate the ideas into a coherent, professional and polished design

5. The concept vehicles are rendered in traditional means such as print, 3D animation and 3D print. They are also modified, retextured and relit to be presented in life-size augmented reality using Google Tango. This allows the kids to freely walk around and into the vehicles with virtually no instruction and no "breaking" of the technology.

Outcome

• Our initial hope was that having the kids participating would "nudge" the team forward. However, minutes into the LEGO session we were blown away! Not only were the ideas free flowing from the kids, but they were free flowing between the adults as well.

• The core ideas of the final concept came from the kids' LEGO builds:

- Shapeshifting Exterior

- Air/Sea/Land ability

- Cocoon Cabin

- Various mobility systems in one package: maglev, propeller, legs

• Google TANGO's depth sensors provide perfect "world tracking" and place the vehicles in a persistent location and at an exact scale, kids could explore the designs intuitively without the normal friction of using augmented reality. They could truly VOLUMETRICALLY evaluate the vehicles.

• Our concept, "Builders of Tomorrow", won the LA Auto show Design Challenge with a unanimous vote of the judges

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