F 1 + Vision Pro
A north-star for spatial experiences
A North Star for Spatial Experiences.
The original video, as presented on social media.
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.
Formula 1: Perfectly poised
for a spatial future.
Why does this spatial prototype apply so particularly well to F1?
Geographical Data
Unprecedented Awareness
The Most Technologically
Advanced Sport
True-to-Sport Fidelity
Telemetry in the Waiting
Tangible Improvements
Key Spatial 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. [Link to eye-tracking essay]
Backstory:
The project was spearheaded by John LePore, a noted futurist, racer, and AR connoisseur. 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.
"It is… so sick"
-Marques Brownlee
The
Response
So Far:
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.
The Road Ahead
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.