The f***ing best and most feature packed online car configurator ever.

Ferrari x instnt with RTT · Creative / Art Direction, Interaction Design, Animation

Ferrari Car Builder

The ask was to design and craft a stunning and comprehensive online configuration experience, enabling visitors to sense Ferrari's passion and excellence in craftsmanship.

Project details

Ferraris supremacy in power, sportiness and luxury is visible in every tiny detail.

The Ferrari Car Builder was designed with an image brochure-like approach in mind, emphasising product visualisation and interactions over data. Based on a continuous long-pager setup, the configuration process was split into several chapters, each featuring dedicated visuals to highlight respective personalisation options in the most detailed way possible.

At any point in time, all visuals on a page – oftentimes a combination of total and detail views, split images, animations and interactions – showed the current configuration state, thus ensuring an always consistent product experience. The actual visualisation was powered by a high performance server-based image generation utilising a true-to-detail 3D model.

A central aspect of the Ferrari Car Builder was to allow for an immersive exploration of features, options and accessories. Animations, such as the ability to see selected wheels in motion, as well as dedicated interactions, like the option to explore reflections on a selected paint by moving a light source, aimed to be fun and provide a more tangible basis for decision making.

In addition to the visuals featured within each chapter, there’s an interactive 360° exterior day and night view available, as well as dedicated full screen interior representations. Another highlight included an interactive comparison mode, which allowed visitors to design, compare and switch between two different versions of a car at any point in time.