Toyota
Brand Activation
For the launch of the Toyota Prius Prime, we created a first-of-its-kind 4D VR installation that transported users into a futuristic, immersive world, blending art, technology, and cinematic storytelling.
Legendary visual futurist Syd Mead, known for his work on Tron, Aliens, and Blade Runner, collaborated on this experience, infusing it with his signature vision of the future. The installation debuted at TechCrunch Disrupt, inviting participants to step inside the Prius Prime and embark on a multi-sensory adventure that redefined the driving experience.
The journey began with the creation of a VR painting, where users interacted with dynamic digital brushstrokes, crafting a vision of the world around them. This painting then became the instigator of a real-time 3D transformation, evolving into a breathtaking landscape that responded to their movements.
But the experience didn’t stop there—4D effects heightened the immersion, with wind simulations, vibrations, and environmental shifts that made users feel the road beneath them, the atmosphere changing around them, and the future unfolding before their eyes.
By combining cutting-edge VR, interactive storytelling, and sensory-enhancing 4D effects, this installation blurred the line between reality and imagination, offering an unforgettable glimpse into the next era of mobility with the Toyota Prius Prime.
Bringing The Impossible Quest to Life Online
To extend the immersive VR experience beyond the event, we created a personalized digital platform that allowed participants to relive their journey and engage with their experience in a meaningful way.
The site replayed their entire VR adventure, showing key moments from their drive, including where they optimized energy efficiency, how their range was impacted by their decisions, and insights into Toyota’s cutting-edge hybrid technology. It also showcased their unique VR artwork, allowing them to revisit and share their creative expression.
Beyond storytelling, the platform served as an educational and conversion tool, seamlessly integrating information about Prius Prime’s class-leading efficiency, innovation, and design. For those ready to take the next step, the site provided a direct path to learn more or connect with Toyota for a potential purchase—bridging experience with action.
