Coats Automotive – Interactive 3D Configurator, AR Demo and Product Animation
Client: Coats PLC
Agency: Vismedia
Role: Creative Director and 3D Interactive Designer
Formats: Interactive 3D Web Configurator, Augmented Reality App, Product Animation
How do you turn unseen automotive components into a compelling visual story?
Coats is a global leader in automotive threads, composites and performance materials, but their products are often hidden deep within the interior of vehicles. The challenge was to create a visual and interactive experience that would show where and how these materials function, while remaining brand-neutral to avoid favouring any single client in their portfolio.
The solution needed to work across web, social media and live automotive events. It had to be technically advanced yet visually elegant, and flexible enough to support both digital outreach and in-person presentations.
I led the creative direction and design of the entire experience, guiding the project from concept to final delivery across web, AR and CGI.
We created a brand-neutral concept roadster as the centrepiece of the experience, designed to reflect contemporary automotive design without referencing any specific manufacturer. Within this vehicle, we embedded Coats’ materials and systems, allowing users to peel back the layers and explore how each component contributed to performance, safety and durability.
The web-based configurator allowed for interactive exploration, with each hotspot revealing detailed information about the role and advantages of the embedded Coats materials. This was paired with a high-end 3D animation used across Coats' website, marketing content and social media campaigns, helping to amplify the message through motion and storytelling.
To support international events and live demonstrations, we also developed an Augmented Reality application for iOS. Users could scan a physical foam model of the concept car and project the interactive 3D experience directly onto it, blending physical and digital touchpoints in a powerful and engaging way.
I travelled with my development lead to key automotive events in Turkey and Vietnam, where we installed and presented the experiences to stakeholders, engineers and senior decision-makers from major manufacturers.
A multi-platform experience that elevated Coats’ global sales strategy by making hidden innovations visible, engaging and brand-ready across web, AR and events.
The tools became a key part of Coats' global sales strategy. They were used to demonstrate product innovation in a way that was clear, interactive and memorable. By showing exactly where their materials fit within a car and how they function, the experiences helped Coats stand out at international events and sparked conversations with leading automotive brands including BMW, VW and Audi.
The interactive web configurator, real-time AR experience and cinematic animation were all designed to work together across channels. Each was optimised for clarity, performance and visual consistency. The use of a brand-neutral concept car gave Coats a reusable and conflict-free asset for client engagement across regions and platforms.
Why it matters.
This project showed how thoughtful digital storytelling can give shape and visibility to unseen innovation.
By combining 3D design, interactivity and AR, we helped position Coats as a future-ready supplier capable of speaking the visual language of modern automotive brands.
