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TOYOTA PRIUS PRIME: THE IMPOSSIBLE QUEST

Saatchi & Saatchi LA

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Saatchi & Saatchi LA

TOYOTA PRIUS PRIME: THE IMPOSSIBLE QUEST

The Impossible Quest is quite possibly our most thrilling 4D installation yet. Debuting at TechCrunch Disrupt, The Impossible Quest puts you the middle of a VR car chase designed by legendary Hollywood concept artist, Syd Mead. The real-time 3D experience starts with the creation of a 3D artwork using our custom VR painting software. You’re then put behind the wheel of the new Toyota Prius Prime to race it safety. The experience is directed by our very own Jason Zada and enhanced by various 4D effects that literally blow you away. Experience if for real or see it in 360.

Saatchi & Saatchi’s 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. By turning a demo into a game, we managed to get people queuing for a car ad.

TOYOTA PRIUS PRIME: THE IMPOSSIBLE QUEST

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