The Power of X: Dynamo Launches The Fiat 500X With a New Illusion

British illusionist Dynamo launched the new Fiat 500X and its campaign, The Power of X, at a special event at the Copper Box Arena in London’s Olympic Park last night.

Dynamo’s newly-developed set culminated in a spectacular reveal, as he sketched the car in the air in neon, with the drawing then magically materialising into the car itself.

The event also included a virtual reality experience, developed by Framestore, which uses the Samsung Gear VR headset to take viewers into the car to watch a further special performance by Dynamo. Lasting two minutes, the 360-degree VR experience was made using the equivalent of 184 years of computer rendering and is one of the most advanced applications of VR for marketing that has been showcased so far.

– Sarah Housley