Motorsport UK’s Inclusion Hub AR Activation is an immersive, web-based augmented reality (Web AR) experience designed to champion diversity and spark interest in motorsport careers among young people.
The key objectives were to broaden engagement and reach more young people, promote inclusivity, address skills gaps within the industry and ensure accessibility through a no-download experience that could be easily accessed at exhibition stands and in classroom settings.
Building on Motorsport UK’s Girls on Track initiative, BOM created a bespoke Web AR experience which featured four characters from across the world of motorsport: an engineer, a business lead, a scrutineer and a driver. The environment, cars and characters were taken from initial concept design through to 3D modelling and development as part of the interactive experience.
Users can select a character to gain insight into their role from engineering to race management. The experience was designed to demystify the industry, showcase the breadth of careers available and inspire the next generation of talent. Each character guides users through their specific workplace, alongside a series of gamified problem-solving challenges. BOM created interactive activities to support active learning, allowing users to inspect equipment, diagnose engine repairs, test car stability and refine sponsorship concepts.
Since completing the project, the AR Activation has been exhibited at the Goodwood Festival of Speed and the 2026 Hankook London E-Prix. We’re proud to have worked with Motorsport UK to deepen industry insight and empower users to explore complex professional challenges in a risk-free environment.
The experience has also provided Motorsport UK with a flexible digital asset that can be taken into schools through its existing programmes, helping to promote diverse participation in STEM and motorsport careers.
ClientMotorsport UKServicesWeb AR, Concept Art, 3D modelling, Unity developmentYear2026Linkmotorsportuk.org
