System
AR-based digital twin and multiplayer racing experience designed as an interactive sales enablement and experiential learning tool.
The project translated complex IoT concepts into a real-time, story-driven installation combining physical space, mobile devices, and interactive visuals.
The experience was deployed as a multi-zone exhibition installation and evolved over several iterations, culminating in Virtual Factory 3.0.
Scope
Real-time interactive installation
Multiplayer experience with device synchronization requirements
Public exhibition environment
Multiple interactive zones within a single presentation space
Strict brand guidelines and visual consistency requirements
Long-term development cycle (~1 year)
My Role
Art Director / Technical Artist / UI–UX
Screen-space and world-space UI design
UI shaders (custom UI rendering and water shader)
UI asset creation and delivery (9-slice UI, sprite sheets, texture atlases)
Motion graphics for UI and narrative elements
UI/UX decisions within gameplay and interaction flow
Art direction within existing brand guidelines (color, typography, shape language)
Print design for safety and navigation floor markers used by the AR system
Ownership of UI delivery pipeline and texture composition decisions
Technical Solution
Designed and implemented UI systems operating consistently across screen space and world space
Developed UI shaders and visual concepts tailored for real-time performance and readability
Built sprite sheet–based UI assets and optimized texture layouts for real-time delivery
Used Houdini for motion graphics generation and procedural content
Used After Effects for prerendered motion graphics and concept development
Created custom tools for:
rapid texture export from Photoshop
sprite sheet generation from image sequences
A key technical challenge was maintaining visual consistency across different screen formats and spatial UI contexts, as well as designing floor markers split into tiles while preserving unique, readable visual features from multiple viewing angles.
Tools
Unity
Houdini
After Effects
Photoshop
Illustrator
Result
Successfully deployed as a live exhibition experience
High engagement at the event, with thousands of visitors and 500+ captured leads
Stable real-time performance during public use
Strong positive feedback from both visitors and client
Project success led to Deloitte returning for a larger, expanded version
Associated comic book release and American Advertising Awards recognition
Internal tools and Houdini setups were reused in later projects