Take On The Machine AR game featured on Creativity.

As part of the 2011 Scion tC Take on the Machine campaign, ATTIK developed an augmented reality (AR) driving game that takes AR to a new level. Traditionally, AR integrates computer-generated animations with the real world. In this instance the opposite applies, with users becoming immersed in a CG environment. Players hold the marker like a steering wheel to navigate the tC around obstacles in a high-speed race for the fastest time. Bragging rights go to the top 100 players.

The AR experience mirrors the challenges the tC must face in an upcoming 3-D cinema spot that presents the tC as the star of a big budget action picture. This dramatic, cinematic approach highlights the tC’s improved performance and handling. Click here to see the Creativity article. Click here to Take on the Machine.