An inside look at how JigSpace helped Alfa Romeo F1 Team ORLEN launch their 2022 car in 3D
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When Alfa Romeo F1 Team ORLEN was ready to reveal their 2022 Formula 1 car - the C42, they wanted more than just a traditional press release or a flashy video. This was a new chapter for Formula 1. A new set of regulations. A completely reimagined design.
So, they asked a bold question:
What if fans could actually step into the launch and explore the car for themselves?
With JigSpace, they made it happen.
The Challenge
How do you bring fans closer to the car than ever before, without physically being there?
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The C42 marked a turning point, not just for Alfa Romeo, but for the entire Formula 1 landscape. New rules. New engineering. A car built from the ground up. And with that, came the need for a launch that felt as forward-thinking as the car itself.
But here’s the thing:
Traditional car launches - videos, photography, press kits, are mostly one-way communication. They show, but they don’t let people interact.
For a global fanbase hungry for connection and insight, Alfa Romeo needed a launch format that:
- Broke through the digital noise
- Delivered real engagement, not just views
- Made people feel like they were right there with the car
“To compete with the widespread accessibility of simply sharing a video (consider YouTube and social media channels), the C42 needed to be viewed and shared in AR with the same ease of use. JigSpace’s clever use of the Web AR viewer supercharges this user experience. It is simple and delightful to use. We are proud to be the first F1 team to provide this kind of immersive experience to our fans.”
- Pedro Cebrián Head of Digital and Content
The C42 in a cinematic launch video
The Solution
Launch the C42 in augmented reality with JigSpace
Using JigSpace, Alfa Romeo brought the C42 to life in 3D, giving fans, sponsors, and the media the power to explore the car from every angle, right from their phones or tablets.
Through an interactive AR experience, users could:
- Drop the C42 right into their own living room or workspace
- Walk around it, rotate it, and zoom in on intricate details
- Tap on hotspots to discover the car’s design highlights and features
- Share the experience instantly
Built on JigSpace’s no-code 3D prototyping and product storytelling tools, the launch combined technical accuracy with immersive design, making it easy for Alfa Romeo to create once and deploy everywhere.
“The end-user doesn’t have to know anything about the technology to experience the power of Jig The technology is transparent. We’re showing that the metaverse isn’t just a destination, it’s a mode for communicating in the same way we experience our reality - in 3D. With Jig, you don’t need to know any of that. You simply click a link or scan a QR code and you’re there. All the complexity is abstracted away.”
- Zac Duff CEO of JigSpace
The Impact
A Formula 1 launch that fans could actually experience
With JigSpace, Alfa Romeo F1 Team ORLEN set a new benchmark for F1 car reveals.
- 500,000+ views in 24 hours: When the C42 went live in the metaverse, fans rushed in. The interactive 3D Jig drew over 500,000 views in a single day, showing how powerful immersive content can be when there’s zero friction - just click, load, and explore.
- Record fan engagement: 2022 turned out to be Alfa Romeo F1 Team ORLEN’s most engaging season to date. The C42 launch reel alone saw 1.6 million views, with hundreds of thousands of likes and over 6,000 saves. Fans weren’t just watching, they were interacting, sharing, and remixing the experience.
- User-generated content, everywhere: From Instagram Stories to Reels, fans across the globe placed the C42 into their own environments, parking it in their living rooms, posing beside it on their driveways, and posting their own augmented reality spins on the launch.
- Seamless, scalable tech behind the scenes: From the outside, it looked like a simple link or QR code. But behind it was JigSpace’s robust Web AR technology that made it possible to update the experience in real time and allowed Alfa Romeo F1 Team ORLEN to deliver a global experience.
When the C42’s livery changed from its camo test look to the official racing version, the team updated it with just one click. No app updates. No re-sharing links. Every fan instantly saw the latest version - even when logos were changing just hours before launch.
- Future-ready storytelling: The same Jig used in the launch became a reusable, multi-purpose asset, supporting digital campaigns, sponsor activations, and continued fan engagement long after launch day.
“JigSpace is just so useful for communicating the revolutionary design and beauty of our car, in an immediately accessible way. That’s why this partnership is so exciting for us. By using JigSpace we can show just how incredible our 2022 car is and give all F1 fans an intuitive, engaging experience that simply wasn’t possible before.”
- Frédéric Vasseur, Team Principal of Alfa Romeo F1 Team ORLEN
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