An obtainable north-star for spatial experiences…

In early 2024, we put together a prototype to answer a simple question— What would make a killer app for the Apple Vision Pro? With interest building stronger and stronger about this new technology paradigm, we were hearing the question from clients & colleagues around the tech landscape.

We were frustrated with the early use cases, many of which felt as though they were built for tablets and phones, rather than a magical immersive hallucination machine. Our goal was to create a highly-obtainable north-star for spatial experiences. But it was important to us that this was not just an exercise in science fiction or vaporware. Our approach was conceptualized carefully within the real-world constraints and limitations, grounding it more-so than traditional “vision” films.

A video walkthrough of the concept

Why F1?

Formula 1 (F1) was chosen for this prototype for several compelling reasons:

• Technical Advantages: F1, a sport deeply intertwined with technology, relies heavily on data and performance metrics. AR can significantly enhance the viewing experience by providing real-time data, telemetry, and interactive features that align perfectly with the Apple Vision Pro's capabilities.

• Sport/Broadcast Limitations: Traditional sports broadcasts have inherent limitations in presenting data and perspectives. AR offers a unique opportunity to transcend these limitations, delivering a more immersive and interactive viewing experience.

• Spatial/Geographical Elements: F1 races occur in diverse global locations, allowing the exploration of how AR can enrich viewers’ understanding and engagement with the event's physical context, offering insights typically unattainable through conventional media.

• F1 as a Technological Leader: As a pioneer in technological innovation, F1 provides an ideal platform to demonstrate how advanced technologies like AR can revolutionize sports broadcasting.

Features

The prototype introduced several innovative features:

• Spatial Map: This feature enabled users to orient, scale, and resize a 3D map of the race track, offering a bird’s-eye view and a deeper comprehension of race dynamics. Users could observe the real-time positions of cars, track movements, and gain insights into racing strategies.

• Eye-Tracking: Leveraging the Apple Vision Pro’s eye-tracking capabilities, the prototype allowed information and perspectives to adjust based on the user’s gaze, creating a seamless and intuitive interaction experience.

Backstory

The project was spearheaded by BlackBox Infinite co-founder John LePore, a noted futurist, racer, and AR evangelist. The concept's origins date back to the 2018 F1 Innovation Prize, where it received commendation from Lewis Hamilton himself. This early endorsement validated the idea and inspired the team to further explore the potential of AR technology.

7x F1 World Champion Sir Lewis Hamilton & John LePore.

Response

The prototype received an overwhelmingly positive response:

• +60 Million Views Across Social Media: The video achieved viral status, capturing the attention and imagination of millions globally.

• Widespread Enthusiasm: Reactions such as “take my money” and “finally a reason for AVP to exist” highlighted the public’s excitement and the perceived value of the concept.

• Industry Recognition: Renowned tech influencer MKBHD praised the prototype, describing it as “so sick” and affirming it as the future of immersive experiences.

A powerful response from the world of tech, sports, and innovation.

Takeaways

The project yielded several key insights:

• The Transformative Potential of Spatial Computing: Spatial computing holds vast potential to revolutionize various industries, extending far beyond current applications.

• Immense Spatial Potential of Sports and Live Events: AR’s immersive and interactive capabilities can transform the experience of live events, providing richer and more engaging perspectives.

• Future of Technology Design: The evolving technological landscape necessitates designers and developers who can conceptualize beyond 2D interfaces to create compelling spatial experiences.