Keysight Technologies had the challenging task of explaining how their digital twin solutions enable faster development and testing of autonomous vehicles. They asked, "what if we had a physical A.I. driving a car right there on the show floor?"
Keysight Technologies turned to Mass FX again to present its brand pivot and present its digital twin solutions at the 2023 Consumer Electronics Show.
Expertise
- Creative Direction
- Production
- 3D Animation
- Live Speaker Event Integration
- Touchscreen Kiosk Development
- UX Design
The Ask
The Approach
Our approach to the live, speaker-led experience was to create a hero video showing the technology and explaining what's happening, while the car’s A.I. would be showing what the car is experiencing in the world.
The Solve
We created a narrative that guides the viewer through multiple scenarios in order to help better understand the complexity of unlimited, repeatable tests needed to develop a safer and more efficient autonomous vehicle. We showcased the advantages of each technology (Radar Testing, V2X, and Automotive Ethernet) to help the viewer understand the amount of data, analysis, and number of tests required to “Pass” lab tests simulated within the Digital Twin Ecosystem.
The presentation space was equipped with two screens. The larger, primary screen provided an overhead holistic view of multiple testing scenarios while the secondary windshield screen featured an alternative perspective in order to emulate the driver's point of view. This allowed us to showcase how in certain scenarios Keysight technology can ensure driver safety and detect hazardous obstructions even before the driver can visually identify them.
Rigging the 3D Car
The timeline was tight, and we had to approach this task with a thoughtful strategy that would allow us to address rounds of revisions and make edits without the need to re-build each scene from scratch. Developing a procedural scene with an auto-generated object structure seemed like the best idea for this particular project. Instead of building miles of freeways and huge city blocks, we wanted to keep our working files light and easy to work with.
GeometryFinal Render
Render Optimization
Our task was robust and had to be executed with extreme precision. We needed to provide over 10 minutes of full CGI footage that featured very specific scenarios, depicted from two different points of view that would need to play in sync on two screens with different dimensions.
Breakdown of the Road Rig
To move quickly, we developed a custom rig in Cinema4D that would allow us to easily art direct our 3D driving scenes. Within a few clicks of a button, we could change a freeway into a city block, turn trees into city lights, and switch rolling hills into tall skyscrapers. Moreover, the landscape, road, vehicles, people, and all other variables seen in the scenes were generated procedurally. There was no need for us to manually place thousands of assets in every scene and then worry about animating them. This approach allowed us to keep up with multiple rounds of revisions and flesh out every scene to the tiniest detail leaving our clients happy and the audience at CES impressed.
Plus, an Interactive Booth Design
The Keysight booth design for CES 2023 didn't stop at just the presentation. Mass FX also developed the interactive, touchscreen kiosks that provided a more in-depth, interactive journey of Keysight's Digital Twin solutions.
"Attract" Kiosk Development
From creating idle videos to designing the interface and user experience flow, we created an experience that would cater to the user. We partnered with Intuiface, a codeless development software, to bring our flow and experience to life. This software allowed for a headless CMS, letting the end-client have control of the content, but also delivering a functional, informative, and visually compelling experience.
Inside the touchscreen experience, we created 3D mini-explainers that bridged photorealistic renderings with a Digital Twin representation that we established in our hero video. The booth not only served as an informative immersive experience but also as a sales tool.