Product launch
NSX Reborn
Roles
Strategy
Concept
User Experience
Design
Art Direction
About
The pinnacle representation of Acura performance and prestige, we created a suite of rich, digital experiences for the return of the highly-anticipated NSX. From an interactive product tour, to dealership tools, to an immersive configurator experience, we wanted to make sure that everyone could take part in the launch of Acura’s flagship supercar.
NSX Configurator
THe Challenge
Prior to visiting the dealership, online configurators are most people’s first stop, even if they’re just window shopping. At a high-level, they allow users to see trims, features, and the range of available options. However, most configurators lack the story behind the car– the racing heritage, design, and manufacturing process. With the NSX, our goal was to design a combined utility and editorial experience that showcased the vision behind the supercar.
Where it all begins
After shifting production from Takanezawa, Japan to Marysville, Ohio, Honda’s Performance Manufacturing Center became the sole supercar factory for the NSX. In fact, it’s the only supercar factory in America. Purpose built for the NSX, we wanted fans to get an in-depth look at the cutting-edge facility and see how the NSX comes to life (hint: it’s mostly by humans). We first started with our own research, conducting interviews with engineers, scientists, and manufacturing specialists, to learn about the process. We then captured footage from inside the factory.
Utility meets storytelling
For the configurator, we designed a streamlined experience that seamlessly transitions between utility and storytelling modes. Simply progressing along a linear navigation allows users to customize their NSX, but a scroll down the page reveals rich, editorial content and interactive modules for that particular section. It’s a highly immersive experience that tells the how and the why.
Working with 3D artists and creative technologists, we art directed and rendered beautiful images of the NSX, in every possible combination. With over 15,000 social shares and nearly 1 million site visits within the first two months, the NSX configurator created deep engagement with the Acura brand. Visitors on average spent 5 minutes and 9 seconds engaging with content.
