Toyota
Role
- Concept
- Creative Direction
TOYOTA’S futuristc VR experience lets users create their own world
Syd Mead, the visual director behind the films of Tron, Aliens and Blade Runner got behind this new VR experience for Toyota’s Prius Prime, which launched at TechCrunch Disrupt. This 4D VR installation puts you behind the wheel of the new Prius Prime in a futuristic setting. The Quest starts with the creation of a VR painting, which becomes the instigator of a real-time 3D experience that is enhanced by 4D effects that literally blow you away.
https://www.youtube.com/watch?v=kl_4S7Ja4WY
“It’s more entertaining than driving a real one.”
This 4D VR installation puts you behind the wheel of the new Prius Prime in a futuristic car chase designed by Syd Mead. The Quest starts with the creation of a VR painting, which becomes the instigator of a real-time 3D experience that is enhanced by 4D effects that literally blow you away.
The idea behind The Impossible Quest was to create a story-driven VR game that used 3D painting as a narrative device. To include the user’s artwork into the story, we developed the 3D painting program from scratch to integrate with the experience. The story literally lets people experience what the new Toyota Prius Prime is like and draws attention to the car’s most important features within the context of the story.
We stretched current VR applications beyond their limits to create a unique, real-time experience that’s both compelling and highlights the way the Prius Prime is also stretching the limits of consumer expectations.
