Programs
Built across OEM, D2C and giga-scale environments.
I build and lead large-scale digital platform programs across automotive, mobility and complex enterprise settings.
These are not isolated touchpoints. They are connected commercial systems — built to operate at scale, under real organizational, investment and execution constraints.
They turn fragmented customer journeys into measurable platform performance across engagement, conversion and long-term brand value.
→ Scroll to explore selected programs.
Content from Youtube can't be displayed due to your current cookie settings. To show this content, please click "Consent & Show" to confirm that necessary data will be transferred to Youtube to enable this service. Further information can be found in our Privacy Policy. Changed your mind? You can revoke your consent at any time via your cookie settings.
Selected flagship programs across automotive, mobility and large-scale digital environments — including world-first 3D, immersive commerce and enterprise platform work.
New Murabba Program
New Murabba Program — Digital Platform & Investor Ecosystem!
New Murabba is a $50B gigaproject backed by the Public Investment Fund (PIF). As Director of Digital Marketing, I led the digital ecosystem for this new global destination anchored by The Mukaab. Moving beyond traditional real estate marketing, we established a Digital Twin strategy bridging Vision 2030 and digital reality — allowing global audiences to experience the future of Riyadh today.
Smart City Digital Twin Ecosystem
Defined and deployed the foundational platform roadmap for The Mukaab, integrating Cloud XR, AI, and immersive storytelling to link physical construction with digital experience. This ecosystem serves as the digital backbone of the destination.
World-First Pixel-Streamed Investor Platform
Concepted and piloted a real-time, pixel-streamed investor engagement platform at scale. The platform enables investors and stakeholders to virtually step inside The Mukaab years before completion, establishing a new global benchmark for immersive real estate engagement.
AI-Driven Organic Growth Engine
Turned a new name into a globally visible brand through an aggressive, AI-led content and SEO strategy. The data-driven approach ensured that New Murabba did not just participate in the conversation, but led it — outperforming established competitors in record time.
Omnichannel "Vision 2030" Alignment
Secured board-level buy-in for a long-term digital roadmap aligning commercial goals with the Kingdom’s strategic priorities. From investor relations to public engagement, each digital touchpoint was designed to reinforce the narrative of Saudi Arabia’s transformation.
In Numbers
- 10x Increase in Website Traffic: Achieved exponential growth through a pioneering AI-powered organic search and content strategy within just 12 months.
- 11x Organic Search Uplift: Dominating global search visibility for key investment and tourism terms against established regional competitors.
- 3x Brand Consideration Uplift: Significantly boosted global and regional purchase consideration, firmly placing New Murabba on the map for international investors.
- $20M Innovation Budget: Successfully managed and deployed annual budget for high-impact digital platforms, CRM ecosystems, and immersive technologies.
By integrating high-fidelity immersive tech with a robust data backbone, New Murabba has set a new standard for Giga-Projects. This case demonstrates that the future of real estate marketing isn't just about showing a building: it's about building a living, breathing digital world that converts vision into investment.
More information
https://newmurabba.com
Lucid Program
Lucid's World Firsts: Pioneering the Future of Electric Vehicles!
This program outlines the key milestones that positioned Lucid at the forefront of the EV industry. With a clear focus on innovation and customer-centric platforms, Lucid reshaped how vehicles are explored, configured, and purchased digitally.
Global EV Launch of Autocar Award-Winning D2C eCommerce Connected Customer Journey
Delivered the global launch of Lucid’s electric vehicle platform, recognized by Autocar as Best Online / Ecommerce Experience. Within nine months, the program transformed the customer journey, enabling seamless online ordering and a connected ownership experience.
Anonymized User Behavior Tracking for Personalization at Scale
Implemented advanced anonymized user behavior tracking to deliver personalized experiences at scale. By understanding customer preferences and behavior patterns, the platform enabled tailored interactions and recommendations.
Global Rollout of Ray-Traced Interactive 3D Web Configurator
Delivered an immersive 3D web configurator enabling customers to visualize and configure vehicles in high-fidelity detail. Ray-traced rendering provided a lifelike experience, supporting informed purchase decisions.
1:1 Remote Sales Platform
Lucid Studio Live enabled customers to connect with sales representatives in real time, receiving personalized guidance through a virtual showroom experience accessible from their own homes.
3D Streamed Volumetric Video for VR and Web
Deployed 3D volumetric video streaming for VR and web experiences, allowing customers to explore vehicles from every angle and in full detail.
Two-User, Two-Car Metaverse VR at Retail
Introduced a two-user, two-car metaverse VR experience at retail locations, enabling customers to interact with virtual vehicles and explore features and options in a shared immersive environment.
Global Launch of Cloud-Powered, Omnichannel Connected Customer Journey
Delivered a cloud-powered, omnichannel customer journey ensuring a consistent and personalized experience from online research through showroom engagement.
Automated Generation of Personalized Media
Implemented automated generation of personalized media assets, including microsites, emails, videos, images, and AR content, enabling scalable targeting and increased customer engagement.
In Numbers
- 46% Increase in Reservation Conversion Rate: Learn how Lucid's strategies and technologies significantly improved the conversion rate for reservations, driving more sales and customer commitment.
- 51% Increase in Revenue Generated per Session: Explore how Lucid's customer-centric approach and engaging experiences contributed to a substantial increase in revenue per customer session.
- 47% Increase in User Engagement in Configurator: Discover how Lucid's immersive and user-friendly configurator captured customer attention and increased their engagement, leading to enhanced satisfaction and sales.
Lucid's pioneering achievements have earned industry recognition, including the prestigious Automotive Marketing and Communications Award for Best Online/Ecommerce Experience. Join us on this electrifying journey, where every step redefines the future of electric vehicles and the automotive industry.
More information
https://aws.amazon.com
https://www.autocar.co.uk
Audi Program
Audi's World Firsts: Experience the Future of Automotive Innovation!
This program redefined digital automotive retail by pioneering cloud-based, immersive customer platforms at global scale. In close collaboration with technology partners and internal stakeholders, these initiatives moved Audi beyond traditional configurators and showrooms — establishing a fully connected, experience-driven customer journey across digital and physical touchpoints. Rather than treating digital as a supporting channel, Audi positioned immersive technology as a core commercial and brand-driving system, directly impacting engagement, basket value, and retail effectiveness worldwide.
Global Cloud Streamed 3D Car Configurator
Defined and launched one of the world’s first cloud-streamed, high-fidelity 3D car configurators, accessible across 25+ markets without local hardware limitations. The platform enabled customers to explore Audi’s full model portfolio in real time, delivering consistent visual quality and performance across devices while dramatically reducing complexity at market level. This marked a fundamental shift from static configuration tools to a centralized, scalable experience platform.
Audi City Digital Showrooms
Introduced the Audi City digital showroom concept using game-engine technology to enable full-scale vehicle exploration in premium urban locations. This redefined retail in markets with limited physical inventory.
CES Showcase of Automotive VR
Delivered the fusion of automotive engineering and virtual reality at the renowned CES event. Audi's showcase, powered by game technology, pushes the boundaries of immersive automotive experiences.
Audi Digital Lounges
Crafted the convergence of digital and traditional retail environments with the global rollout of Audi Digital Lounges. These innovative spaces blend cutting-edge technology with personalized customer interactions.
Connected Customer Journey Showcase
Join forces with AWS and ZeroLight at CES to explore Audi's connected customer journey showcase. Discover how digital advancements and seamless integration elevate the car buying experience.
In Numbers
- 66% increase in consumer engagement, demonstrating the captivating impact of Audi's transformative initiatives.
- €1.198 increase in the final basket value, showcasing the tangible value delivered to customers through immersive experiences.
By industrializing immersive technology across markets and retail formats, Audi established a scalable blueprint for digital automotive retail long before such platforms became industry standard.
This program shows that Audi’s innovation was not experimental — it was systemic, commercial, and globally deployable, laying the groundwork for today’s connected, experience-driven automotive customer journeys.
More information
The ultimate goal
The underlying objective across all programs was consistent: to enable automotive and real estate brands to achieve sustainable growth through data-driven, omnichannel platforms that combine immersive technology with measurable commercial outcomes.
Conclusion
Unleash the potential for increased profits and customer satisfaction by e.g. implementing a High-End-3D product configurator into your digital omnichannel. Extensive studies have consistently shown that over 95% of customers prefer 3D configurators, making them a powerful tool to satisfy and retain customers. By offering a best-in-class experience, you can forge strong relationships and convert more customers, as they gain control and deepen their connection with your brand, leading to accelerated purchase decisions.
Embrace the transformative power of a High-End-3D product configurator and experience a surge in conversions and lasting brand loyalty. Not only does it empower customers, but it also revolutionizes internal productions, creating a seamless exchange between Brand, Design, Engineering, and Marketing. Stay ahead of the curve with the newest digital outputs at your fingertips, enhancing both internal collaboration and the external customer experience.
Articles
Explore the Cutting-Edge World of Automotive Marketing! Meet Thomas Orenz, a Leading Digital Experience Advisor with over 25+ years of expertise in high-end VR, AR, MR, and XR. Discover how he has revolutionized car configurators for prestigious brands like Audi and Lucid Motors, creating captivating digital showrooms and tailor-made solutions. Immerse yourself in articles that unveil the secrets behind Thomas' remarkable impact on the automotive industry. Get ready for a journey into the future of sales strategy and automotive innovation!
Creating a digital showroom: Audi and Mackevision choose Unreal from EPIC.
"What I think Unreal gives us is the same visual fidelity we are reaching for,” Thomas says. “It keeps the quality as high as possible.”
unrealengine.com
Game Engine technology at the heart of the new Audi configurator.
"Particularly with a view to the many optional extras, our new 3D visualization in the configurator conveys a particularly detailed picture of the desired model and supports our customers in their purchase decision."
blogomotive.com
Lucid has the most beautiful car configurator I’ve ever seen.
"At least that was the case until now, because the car configurator from Lucid — the Californian EV company setup up by former Tesla engineers — is so goddamn beautiful it comes as close to the real thing I think most of us will ever get."
thenextweb.com
Is this the greatest car configurator ever built?
"Pretty stunning, isn’t it? Lucid claims that it’s the most realistic design configurator ever created. Customers can choose between different Californian backgrounds that feature moving waves and chirping birds, and the car itself is a ‘digital twin model’ that can be viewed from all angles."
topgear.com