Renault Trucks
From product range to living ecosystem, an immersive 3D city designed to show not just what Renault Trucks makes, but how its vehicles keep cities moving
Year
2025Technology
WebGL - Vue.jsRole
Concept Development, Art Direction, 3D, Motion, UX DesignAwards
FWA of the Day
CHALLENGE
How do you show a product ecosystem, not just a fleet?
Renault Trucks’ range spans construction, logistics, delivery, waste collection and essential urban services. But the real story wasn’t in the vehicles alone. It was in where they operate, what they enable and how deeply they are woven into the daily life of modern cities.
The brief was to turn that ecosystem into an immersive communication and marketing tool, one that could speak to the general public, city officials and industry professionals alike.
Build the city first
The strategy was built around one principle: put the vehicles in context.
Instead of presenting Renault Trucks as a catalogue of products, we created a dynamic 3D city where every neighborhood reveals a different part of the ecosystem. Visitors explore the city first, then dive into real-world use cases, from package delivery and infrastructure work to refuse collection.
Every route leads back to the same idea: Renault Trucks is part of how a modern city works.
Make the ecosystem explorable
We designed the city as a living environment, placing specialized vehicles directly inside the situations they were built for.
Points of interest turn the map into an interactive layer of discovery. Visitors move between neighborhoods, explore different urban services and see Renault Trucks vehicles at the heart of the action.
Rather than separating technical product information from its application, the experience brings the two together, transforming complexity into something playful, intuitive and easy to navigate.
Built for the web.
Designed to go further.
The result is an immersive experience built with WebGL and real-time 3D, designed to run smoothly across desktop and mobile.
But the platform was never limited to individual web exploration. It was also used as a centerpiece at high-profile events such as the Salon de l’Automobile, giving audiences an engaging and futuristic way into the Renault Trucks universe.
Through interactive storytelling, the experience captures attention, informs audiences and gives the brand a bold, modern format for communicating its value.
Different people.
Different needs.
One city.
The virtual city was designed to work for different people in different contexts.
The general public can discover the role trucks play in everyday urban life. City officials can explore the services and infrastructure they support. Industry professionals can understand fleet solutions through real-world applications rather than isolated specifications.
The same city, the same ecosystem, different ways in.
By turning the product range into an explorable world, the experience positions Renault Trucks not just as a manufacturer, but as a key player in the future of urban living.
A whole city, across every screen
The platform was built using WebGL and real-time 3D rendering to maintain a smooth, immersive experience across devices, including mobile.
The challenge wasn’t simply to make the city fit on a smaller screen. It was to preserve the clarity of the exploration, the impact of the 3D world and the accessibility of the product information wherever the experience was opened.
One ecosystem. Every screen.
Concept, direction, craft.
We mapped Renault Trucks’ ecosystem and built the concept around one idea: placing each vehicle in context, showing how they work together to keep a city moving.
Creative & art direction
A playful, stylized visual language designed to make a complex range of vehicles and urban applications feel accessible, cohesive and instantly recognizable.
3D direction & production
A complete 3D city built around real-world use cases, from construction and infrastructure to delivery, logistics and waste collection, optimized for real-time exploration.
Interactive & UX design
A non-linear experience that lets visitors move freely through the city, discover points of interest and explore Renault Trucks vehicles through the situations they were designed for.
Technical direction
A WebGL experience designed for smooth real-time 3D exploration across desktop and mobile, balancing visual richness, performance and accessibility.
Our Partner
Development was executed in partnership with Bright.