Agritechnica 2017, the world’s biggest and most important agricultural machinery fair, curious visitors crowded around
New Holland’s stand to have a peek at the new
CR 1090 combine harvester, top of the brand's line.
These lucky visitors were treated to a completely new and unexpected experience: a new dimension beyond the machine’s exterior; beyond the machine’s interior. They were taken on a journey through the engineering and mechanical heart of the machine, a journey similar to that of the ear of corn, from its birthplace in the field, through to its storage in the granary.
To experience this engaging and immersive voyage, visitors needed nothing more than to don the
Oculus viewer with
Leap Motion technology, propelling them into this 3D world.
Once inside, the takes the viewer through a simple, interactive game, in which the internal workings of the
CR 1090 are revealed by simple hand gestures and head movements.
Twin Rotor Combine Experience was born from the cooperation between
Triplesense Reply, designers of the concept and experience, and
Forge Reply, creators of the 3D graphics development and the virtual reality application.
New Holland Agriculture, a global brand, part of
CNH Industrial, is the world’s second largest manufacturer of agricultural machinery. Present in over 170 countries, with 18 factories and 6 joint ventures.
Credits: Executive Creative Director: Francesco Milanesio; Copy: Nicoletta Sorge; Art: Emanuele Zangirolami; Account: Roberto Francesco Sica; VR Developer: Eugenio Guidetti e Jacopo Bellù; Grafica 3D: Marina Fiori e Michele Garzia; VR Experience Design: Manuel Moavero; Project Manager: Luca Buzzi; Production Supervisor: Roberto Del Ponte.