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Prius Prime

Client: Toyota
Role: Creative Director
Agency: Saatchi & Saatchi LA

To launch the Prius Prime, Toyota's longest range hybrid ever, we created The Impossible Quest — a 4D VR test drive across 600+ miles inspired by legendary visual futurist, Syd Mead. The experience premiered at TechCrunch Disrupt 2016 in San Francisco and is planned to tour major auto shows in 2017.

Featured by press like Fast Company, CREATIVITY Pick of the Day, FWAFuturism, AdweekEngadget.

The entire interactive 360º world was animated in Unity, with interactive story paths determined by steering wheel and action synced to a haptic hydraulic chair.
It made people smile. A lot.

Key art was created in collaboration with Syd Mead, the Visual Futurist for Blade Runner, Aliens, and Tron.

Before entering the driving station, your custom 3D creation becomes part of the interactive narrative in real-time.

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Guests then entered a custom built VR driving station featuring a 4D haptic hydraulic chair, synchronized to every movement of the VR story.

The Impossible Quest quickly became a popular exhibit at the conference. Guest queued over an hour during all three days of the TechCrunch Disrupt Event.
Most excitingly, Matt Judge's team from HBO's Silicon Valley approached us to feature the VR exhibit in Season 3. Fingers crossed.

Huge props to the extended teams in Amsterdam, San Paulo, and LA who contributed to the project.