Holden
An immersive launch for the new VF11 UTE
Lang Lang is Holden’s top-secret testing facility.
The public are never allowed in there... until now.We turned Holden’s most mysterious proving ground into a stage for immersive storytelling.The concept was simple: if no one gets in, let’s take them there virtually, and let them feel the thrill of testing a car at Holden’s hidden HQ.
But we didn’t stop there.We handed the keys to Garth Lander, Holden’s rally driver, and invited the audience to ride shotgun.
The result? A high-octane, first-person experience that gave users unprecedented access, with all the speed, precision, and adrenaline of a real Holden test drive
Role
Art Director
Company
Isobar
The Challenge
Car test drives are logistically complex and often fail to highlight a vehicle’s full capability—especially in extreme environments like dunes or mountains.
Holden wanted to radically rethink the retail experience and bring the thrill of a test drive to people anywhere in the world.
The Promo Video
I art directed the VR experience and concepted the promo video — and yes, I went around the Lang Lang track with Garth Lander. It was exhilarating. And absolutely terrifying.
Social Content
If you have a test track and a rally drived for the day you may as well make extra content and put him through his paces for social media.
VR Test Drive
The Results
Activated at major automotive shows globally, including Bangkok and Dubai
Winner of Best in Show (Bangkok Motor Show) and awarded by IAB MIXX
Became a flagship innovation experience within GM's global retail toolkit
Helped dealerships reimagine customer engagement and future showroom design