HERE’S AN EXPERIENCE WE MADE WITH ROGER FEDERER.
Roger Federer lent his voice to Waze, allowing users all over the world to receive directions from the greatest men’s tennis player of all time. We pitched it as “Doubles Driving”. Many of Roger’s fans would love to play a few sets with their idol. While you may never play Doubles with him on the court, you’ll find Roger’s an even better partner on the road. You steer, and he’ll be on your baseline, handling directions. You merge, and he’ll be at the net, intercepting road closures. We wanted our collaboration to reflect the Federer personality that his fans adore: positivity, a sense of fun, and passion for small improvements that make for a world-class performance.
We designed a suite of visual assets to let users find and select the experience.
AUDIO SAMPLE
Click below to hear four sample navigation prompts from the man himself.
MOOD: “VICTORIOUS”
Waze lets users select a custom icon to represent themselves in the app. We call them Moods. We made this custom “Victorious” mood for Roger, modelled on his French and Australian Open trophies.
SOCIAL VIDEO: “BTS”
We grabbed a quick social video with Roger after his Mercedes-Benz commercial shoot. It turned out nicely.
Vehicle: Mercedes
When selecting Roger’s voice, Waze users can travel through the map as a 3D vehicle. Leveraging Roger’s relationship with Mercedes-Benz, we built 3D models of two vehicles Roger has at home: the G-Class SUV and the sleek Maybach S-Class Cabriolet.
A MULTILINGUAL EXPERIENCE
Being Swiss, Roger speaks fluent French and German. We asked if he would like to record this experience in those languages too. Ever the consummate professional, Roger agreed.
CREDITS
Waze Creative: Tom Cowell / Danny Adrain
Waze Production: Erica Quinn
Visual Design: Burn & Broad
3D Modelling: Irresistible Studios
Waze Leadership: Jake Shaw, Tatyana Schneider, Tim Queenan
