Commerce
Oral-B iO Showroom: An Immersive Virtual Experience
Too many toothbrushes. Not enough clarity. So we built a showroom you scroll through.
A 3D virtual walkthrough that turned Oral-B's iO Series from a confusing line-up into a guided story. Scroll to explore, tap to buy. 22% of users hit "add to basket" without leaving it.
P&G, Oral-B | Italy | 2025
Creative Direction · 3D · Interactive Experience · Commerce
Mobile frames of customer experience. Media top left.
In the immersive showroom, customers could discover the 3x hero iO models 10, 6, and 3.
The 3D animation and motion are curated with craft and detail.
Responsive across mobile, tablet, and desktop Amazon experiences.
Media example top left, through to following and building the customer experience through to purchase.
We built a mobile walkthrough, education, and shopping in a user-controlled experience.
Screen recording of mobile motion experience.
Challenge
Make the premium iO electric toothbrush line stand out in a crowded market, and cure the "choice paralysis" shoppers felt comparing models online.
Insight
Shoppers struggle to tell advanced electric toothbrushes apart, and confusion turns into hesitation. With smart tech still rare in oral care, there was room for iO to lead on innovation and convenience.
Idea
Turn the product page into a place.
An immersive, multi-level 3D showroom built around just three iO models. Guided scrollytelling moved the camera through the space while synchronised 2D and 3D animations showed what made each one different.
Two interactions only: scroll, and click or tap. Luca Argentero fronted it, real-time prices and deals sat inside the experience, and accessibility features made it work for everyone.
The first fully immersive 3D walkthrough for oral care.
Impact
1 in 3 customers stayed in the experience for over 60 seconds
Half of the remaining users engaged for at least 30 seconds, above industry dwell-time benchmarks
22% clicked "add to basket" directly inside the showroom
First fully immersive 3D walkthrough for oral care products
People
Creative Director: Matthew Swan
Senior Art Director: Damiano Povoleri
Program Manager: Georgia Manning
Design Technologists: Billy Kwok & Mirko Cappai