In 2022, the QUT Design Academy’s Alpha Studio undertook a series of high-impact projects in collaboration with Brisbane BMW. These initiatives involved the development and presentation of advanced Augmented Reality overlays for the M8 Coupe and i7 models at two key events, as well as the creation of foundational digital assets to support Alpha Studio's rebranding efforts. Through a multidisciplinary approach encompassing art direction, research and development, and animation, the team produced visually compelling experiences that accentuated the design intricacies, embedded sensor technology, and material surfacing of each vehicle.