FM Global
Immersive Game Play: FM LPGA Golf Sim
Partnering with FM and Elevation3D, we developed an immersive VR golf experience as part of FM’s global brand relaunch. As a sponsor of the TPC Boston LPGA tournament and top athlete Megan Khang, FM sought an innovative way to engage visitors at their executive chalet on the 18th hole.
My team created a digital twin of the iconic 18th hole, allowing users to step into the shoes of a pro golfer. Players navigated the course in VR, guided by FM’s signature tagline, ‘See what others don’t.’ A ‘reveal’ button provided real-time insights—including land topography, wind speed and direction, distance to the hole, and optimal target markers—helping users strategize like the pros.
To enhance the experience, the team developed a spectator mode that ran alongside the first-person gameplay. As players made their way down the green, audience members watched a real-time mirrored broadcast that tracked movements and swings, displaying key performance metrics on a peripheral screen beside the player.
After gameplay, users enjoyed an exclusive walkthrough of the course with Megan Khang, who shared her insights on mastering the hole. To cap off the experience, Megan herself played the VR simulation, captivating attendees and the media alike.
Project type: VR Sim / Game
Industry: Mutual insurance
Role: Creative Director / Art Director / Designer
Challenge:
FM Global sought to create an engaging, innovative experience that would captivate attendees at their executive chalet during the TPC Boston LPGA tournament. As part of their global brand relaunch, the challenge was to develop an immersive and memorable activation that would highlight their sponsorship of the tournament, as well as their partnership with top athlete Megan Khang. The goal was to connect FM’s brand identity, represented by their tagline “See what others don’t,” with a unique experience that would resonate with visitors and create lasting impressions.
Solution:
In collaboration with Elevation3D, we developed a VR golf simulation that digitally recreated the iconic 18th hole of the course. The experience allowed users to step into the shoes of a professional golfer, navigating the hole with the help of FM’s brand message. Key features included:
• Digital Twin of the 18th Hole – The course was recreated in VR, offering users an accurate simulation of the environment.
• Strategic Insights – A ‘reveal’ button provided real-time data, including land topography, wind speed, distance to the hole, and other performance metrics to help users strategize their shot like a pro.
• Spectator Mode – Created a unique viewing experience where audience members could watch real-time mirrored gameplay with performance metrics displayed alongside.
• Megan Khang’s Involvement – Users were given an exclusive walkthrough of the hole with Megan Khang, followed by Megan herself playing the simulation, making the experience even more personal and exciting.
Solution:
In collaboration with Elevation3D, we developed a VR golf simulation that digitally recreated the iconic 18th hole of the course. The experience allowed users to step into the shoes of a professional golfer, navigating the hole with the help of FM’s brand message. Key features included:
• Digital Twin of the 18th Hole – The course was recreated in VR, offering users an accurate simulation of the environment.
• Strategic Insights – A ‘reveal’ button provided real-time data, including land topography, wind speed, distance to the hole, and other performance metrics to help users strategize their shot like a pro.
• Spectator Mode – Created a unique viewing experience where audience members could watch real-time mirrored gameplay with performance metrics displayed alongside.
• Megan Khang’s Involvement – Users were given an exclusive walkthrough of the hole with Megan Khang, followed by Megan herself playing the simulation, making the experience even more personal and exciting.
As the Creative Director, Art Director, and Designer, I led the vision and execution of the FM LPGA Golf Simulation project, overseeing all creative aspects from concept to delivery. My contributions included:
• Creative Direction & Art Direction – I guided the overall aesthetic and visual styling of the experience, ensuring it was visually appealing and in line with FM Global’s brand identity.
• UX & UI Design – I focused on designing an intuitive and user-friendly interface that ensured seamless navigation within the VR simulation, making the experience engaging and accessible for all users.
• Simulation Mechanism – I played a key role in designing the interactive features of the VR experience, including the ‘reveal’ button and the strategic insights that offered real-time data, enhancing the realism of the gameplay.
• Stylizing & Motion – I crafted the look and feel of the game, paying close attention to motion design elements to create a smooth and immersive gameplay experience that complemented the dynamic nature of the simulation.
Through close collaboration with the development team, I ensured the integration of all creative elements while maintaining a high standard of quality and consistency.
Result:
The VR golf simulation proved to be a huge success, drawing significant attention from both visitors and the media. The experience:
• Boosted Brand Engagement – It effectively engaged visitors with FM’s branding message in a fun and interactive way.
• Showcased Innovation – The immersive game provided a unique intersection of brand, technology, and sports, reinforcing FM Global’s leadership in innovative solutions.
• Increased Media Attention – Megan Khang’s involvement in the gameplay garnered positive press and helped raise FM’s profile during the event.
The combination of a captivating VR experience and a high-profile athlete delivered an unforgettable experience that successfully aligned with FM Global’s brand relaunch goals.
My Role:
