To launch the first-ever variable compression turbo engine (VCT) and QX50 concept car, we created an immersive VR experience at the annual epicenter of auto luxury : the Pebble Beach Concours d'Elegance®. Narrated by "Star Wars" star and voice of INFINITI—Adam Driver—guests relaxed in a driver's seat, fitted with VR goggles and headphones, and triggered the experience with their actions and movement as the QX50 literally built around them. We also concepted, designed and executed an interactive wall straight out of “Minority Report.” Using directional body and/or hand movements, participants were able to activate the engine modes, allowing them to see firsthand the compressions and various features of each mode. Role: CD/CW. Agency: CPB.