Canon Canada: Pioneering Immersive Automotive Experiences through 180° Lens
Teconology
Discover how our partnership with Canon Canada and their Dual Fisheye lens moulded innovative pathways in the virtual and augmented reality sector of automotive experiences.
production team
Agency — Steak+Sizzle
Producer — Bonar K. Bulger
Cinematographer/Editor — Chris Monteirothe Brief
Canon Canada presented us with the task to leverage their innovative 180° lens to enhance automotive experiences. Our objective was to capture and evaluate high-speed race car footage from the Canadian Tire Motorsport Park. The focus was on understanding motion sickness, visual clarity, and overall user engagement to create a compelling first-person perspective.
the SOLUTION
Our approach combined Canon's 180° lens with custom-built rigs attached to the race cars. We recorded at various frame rates, both 24 and 60 frames per second, to identify optimal settings for the most engaging, immersive experience.
We then reviewed the footage on YouTube, using a Meta Quest headset to simulate the viewing experience of potential users. This allowed us to evaluate firsthand the effectiveness of the virtual and augmented reality technologies facilitated by the 180° lens.
The results were encouraging. Despite the rapid motion typically associated with causing discomfort in VR or AR, the captured content was received well with minimal occurrences of motion sickness.
From this project, we acquired a clearer understanding of how to rig cars with the 180° lens and the best settings to use for immersive automotive visuals. The experience also opened up exciting opportunities in the scope of virtual and augmented reality, particularly looking forward to the forthcoming release of the Apple Vision Pro.
Canon Canada's 180° lens project demonstrated effective ways of enhancing the VR and AR space for automotive experiences, and signaled promising developments for evolving technologies beyond 2024.
Canon 180° Lens Case Study: Immersive Auto VR & Future Tech
Discover insights from our Canon Canada case study on using the 180° lens for immersive automotive VR experiences. Learn how we optimized visuals and minimized motion sickness, ahead of the Apple Vision Pro release.
