STEP INSIDE THE MIND OF A BOSS

Automotive Commercial – 2025

EPAM teamed up with BOSS and the Aston Martin Aramco Formula One Team to create an outstanding Experience for Apple Vision Pro that lets the user step inside the MIND OF A BOSS. With strategy, design and execution led by EPAM and its Empathy Lab, we had the opportunity to contribute to the XR Experience alongside our partners.

Our work covered the shoot and post-production on the racetrack with a camera rigged on the Aston Martin F1 car to capture the POV of the driver, shots inside the garage and also from above the track with a drone – all captured with diverse high-end 180° and 360° camera systems – combined with various sound recordings to create the immersive atmosphere, as well as green screen recordings with Fernando Alonso and Lance Stroll who are the BOSS in the cockpit.

The experience launched globally at selected BOSS location as dedicated in-store activation.

Blending real-world production with immersive technology is always an inspiring process, and it was a pleasure to contribute our expertise to a project that lets audiences experience motorsport from a new perspective.

Awarded for „Best of Specialism“ category at the Dutch Interactive Awards, 2026

Production: EPAM Systems
Producer: Robin Moser
Director: Patrick Van der Vliet

Team INVR.SPACE
Producer: Sönke Kirchhof
Line Producer / Post: Jessica Zippel
DOP: Jens Hallmann
Sound: Martin Rieger
Assistant: Jasmin Marte