| Title | GR CONFIGURATOR |
| Brand | TOYOTA MOTORS |
| Product / Service | GR CONFIGURATOR |
| Category | E03. Technological Achievement in Digital Craft |
| Entrant | HAKUHODO I-STUDIO Tokyo, JAPAN |
| Idea Creation | HAKUHODO I-STUDIO Tokyo, JAPAN |
| Media Placement | HAKUHODO INC. Tokyo, JAPAN |
| PR | HAKUHODO INC. Tokyo, JAPAN |
| Production | HAKUHODO I-STUDIO Tokyo, JAPAN |
| Production 2 | ROTOR STUDIOS Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Daiki Sengoku | Hakuhodo Inc. | Account Executive |
| Hijiri Kawahara | Hakuhodo Inc. | Account Executive |
| Yasuyuki Imai | Hakuhodo i-studio Inc. | Producer |
| Daiki Kato | Hakuhodo i-studio Inc. | Project Manager |
| Linh Tran | Hakuhodo i-studio Inc. | Web Director |
| Kengo Tatsuzawa | Hakuhodo i-studio Inc. | Art Director |
| Yoichi Saito | Hakuhodo i-studio Inc. | Technical Director |
| Satoshi Ito | Hakuhodo i-studio Inc. | Web Consultant |
| Nao Kodama | Hakuhodo i-studio Inc. | Web Consultant |
| Takahiro Kiuchi | Hakuhodo i-studio Inc. | Web Consultant |
| Scott Bradle | Rotor Studios | Managing Partner |
| Yosuke Hamada | Rotor Studios | Senior Account Director |
| Philip Jucker | Rotor Studios | Senior Project Manager |
| Luke Sandford | Rotor Studios | Chief Technical Officer |
| Philip Edwards | Rotor Studios | Head of Real-time |
| Adam Twite | Rotor Studios | Back-end Engine Developer |
| Mark Serena | Rotor Studios | Senior Technical Artist |
| Dru Rustin | Rotor Studios | UX Designer & Senior Frontend Developer |
| Manesh Thekekarachuvatta | Rotor Studios | Veetil - QA Manager |
| Joseph Maynard | Rotor Studios | Front-end Developer |
| Prahalad Ramji | Rotor Studios | Technical Director |
| Robert Bruce | Rotor Studios | Environment Artist |
It has become a standard for car websites to incorporate a 3D simulator as part of their contents but with the limits of having to be compatible with various browsers, devices and the inability to use Flash, most of the 3D simulators have become cheap-looking. We decided to challenge the current situation, and show our users all of the beautiful car’s features.
OYOTA GAZOO Racing’s sports car brand, GR, embodies Toyota's commitment to overcoming every limit to make "ever-better" cars. The 3D Simulator was created for all 10 models for users to fully experience GR’s features. In order to maintain the GR’s key features of its special exteriors and the availability to fully customize the car, the 3D simulator was built with WebGL to create content that is compatible with current browsers and devices and was aimed to stimulate the user’s right brain. From the car’s CAD data, we created a 3D model and implemented with WebGL to express all of the GR’s features. Even the smallest details were paid attention to, such as the reflection on the car and the 360° CG background. By making the content compatible with any PC, smartphone and tablet, we were able to create the “real GR” to any and all users. As a result, there was a 200% conversion rate increase to request for quotes and dealer searches compared to the former brand site. The online user experience was revolutionized, and a new possibility was presented.