Product/ServiceTOYOTA PRIUS
Category E02. Virtual Reality (VR)
Idea Creation 2 TOYOTA MOTOR Tokyo, JAPAN
Name Company Position
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.