| Title | THE IMPOSSIBLE QUEST |
| Brand | SAATCHI & SAATCHI LA |
| Product/Service | TOYOTA PRIUS |
| Category |
E02. Virtual Reality (VR) |
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Entrant
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MEDIAMONKS Amsterdam, THE NETHERLANDS
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Idea Creation
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SAATCHI & SAATCHI LA, USA
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Idea Creation 2
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TOYOTA MOTOR Tokyo, JAPAN
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Production
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MEDIAMONKS Amsterdam, THE NETHERLANDS
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Credits
| Dwayne Koh |
Saatchi & Saatchi |
Executive Creative Director |
| Andy Hekiman |
Saatchi & Saatchi |
Creative Director |
| Corey Rosenburg |
Saatchi & Saatchi |
ACD/Copywriter |
| Renato Braga |
Saatchi & Saatchi |
Creative Director |
| Logan Miller |
Saatchi & Saatchi |
Designer |
| Lalita Koehler |
Saatchi & Saatchi |
Executive Director, Integrated Production |
| Keith Bellinger |
Saatchi & Saatchi |
Director of Digital Production |
| Nick Ngai |
Saatchi & Saatchi |
Executive Integrated Producer |
| Ashley Harson |
Saatchi & Saatchi |
Integrated Producer |
| Kristen Hosack |
Saatchi & Saatchi |
Music Supervisor |
| Ashley Delkash |
Saatchi & Saatchi |
3D Producer |
| Paul Franz |
Saatchi & Saatchi |
3D Artist |
| Sumanth Vijayaraghavan |
Saatchi & Saatchi |
Creative Technology Lead |
| Nick Imondi |
Saatchi & Saatchi |
User Experience Designer |
| Albert Chu |
Saatchi & Saatchi |
User Experience Designer |
| Jennifer Phyllips |
Saatchi & Saatchi |
Studio Operations Manager |
| John Rice |
Saatchi & Saatchi |
Print Producer |
| Cindy Rowe |
Saatchi & Saatchi |
Executive Art Producer |
| Angela Montoya |
Saatchi & Saatchi |
Project Manager |
| Arianna Doykos |
Saatchi & Saatchi |
Project Manager |
| Arianna Doykos |
Saatchi & Saatchi |
Project Manager |
| Jeremiah Knight |
Saatchi & Saatchi |
Executive Director, Digital |
| Dianne Gee |
Saatchi & Saatchi |
Account Director |
| Michelle Agnew |
Saatchi & Saatchi |
Account Director |
| Michaela Chweidan |
Saatchi & Saatchi |
Account Executive |
| Mike Cooperman |
Saatchi & Saatchi |
Director of Public Relations |
| Mark Turner |
Saatchi & Saatchi |
Chief Strategy Officer |
| Kayla Green |
Saatchi & Saatchi |
Director of Digital Strategy |
| John Lisko |
Saatchi & Saatchi |
Executive Communications Director |
| MediaMonks |
MediaMonks |
Creative Production Partner |
The Campaign
“The Impossible Quest” supported the official west coast debut of the Toyota Prius Prime, with users able to virtually experience the benefits and features of the all-new Prius Prime.
The 4D Virtual Reality Experience is designed to be a sensory overload, where users partake in a storyline involving a car chase that draws attention to the car’s most important features within the context of the story.
This 2 part experience begins with the creation of a 3D artwork using our custom VR painting software to create essential elements of the virtual universe. These user-generated creations are then incorporated into the world in real-time and become a key component of the storyline.
Users are seated in a custom motion chair with the VR goggles and transported into a futuristic world featuring a car chase.
Creative Execution
Implementation
Impossible quest included several elements:
A 4D experience motion chair made up of toyota driver seat, steering wheel and motion base. Which was custom constructed with a front dash that also had air streaming timed to the experience.
Tilt brush experience using the 3D creation tool to create unique drawings / images that were implemented at the end of the drive experience.
Custom web hub for the experience where users could sign up and event admin tool to create queues and connect the user's drawing to their driving experience.
Two Full physical installation created in 2 sizes for 2 separate events.
Placement
2 live events installation - Las Vegas (Toyota NDM - National Dealer Meeting) and San Francisco (Tech Crunch)
Brand relevance
The Impossible Quest” supports the official west coast debut of the Toyota Prius Prime, which delivers a manufacturer’s estimated EPA 600 miles of range and 120 MPGe along with an 11.6-in. multimedia touch-screen. The unique, futuristic experience created to support the launch lends well to the new Prius.
Touch points
Live events and social media
Materials, style elements, design choices
Designs, inspired by Blade Runner and Tron, were used as a base for the design choice.
Methods and process
Everything you see in the experience went through rigorous design steps. Every locations has its own color-palette and its own types of shapes. Characters and vehicles were designed to adhere to these guidelines and 3D-modeled accordingly.
No motion-capture was used and instead we animated everything by hand for optimal control. Lighting the scenes was done in realtime in Unity and we included spatial audio.
Timeline
Production time was 8-9 weeks.