Ford Ranger VR Crash Test

MERIT User Experience & Journey Design
Ford Ranger VR Crash Test Drive.jpg
Ford Ranger VR Crash Test.jpg
Ford Ranger VR Crash Test .png


Ensemble Worldwide


Sime Darby Auto ConneXion Sdn Bhd


Ford Ranger


We need to strap in the car showroom walk-ins and involve them in a virtual car crash and provide drivers a memorable experience and top-of-mind recall on key safety features.


Developing an effective VR experience requires replicating reality. The experience must be multi-sensory (excite the senses) - user given the freedom to move and interact with the environment.

The challenge, when giving the user freedom of movement, is creating an authentic crash scenario that’s unavoidable. If the driver sees a crash coming, the solution is simply to hit the brakes, negating the value of the car’s safety features.

With the newly released Oculus Go, we orchestrated a sequence of events with visual and spatial audio cues that dictated the driver’s actions.

We distracted the driver, and when his focus was back on the road - CRASH.


ECD: Ensemble Worldwide

Ministry XR (VR Development)
Chief Technical Officer: Dr Andrew Yew
Project Manager: Fay Ulrica Lee
Lead VR Application Engineer: Nasrul Radhi
VR Software Engineer: Asyran Amin
UX Director: Ivan Gerard Khoo
Chief Creative Technologist: (Mooks) Mundzir Abdul Latif
UI Designer: Nurul Farain

Fantasy Factory Films (360 Video Production)
VR Director: Deryl Emuang
Director of Photography: Eric Yeong
Producer: Anand Shahidharan

VHQ Post KL (360 Video Post Production)
VFX Director: Lau Kia Hau
3D Artist: Chiew Kin Jie, Liew Jing Ying, Ahmad Auzaei bin Wan Saffiey, Lee Boon Chuan
Motion Graphic Artist: Aaron Webber
Colorist: Noor Nashrul bin Mohammad Yusoff
Compositor: Pua Chun Chuan

GT Records (Spatial Audio Production)
Chief Spatial Sound Designer: Ram Nabil Chia
Spatial Sound Engineer: Christopher Grzybowski
Producer: Armaan Khaadar