TOYOTA – THE IMPOSSIBLE QUEST

The Impossible Quest puts you the middle of a VR car chase based on concepts by legendary Hollywood artist, Syd Mead. The real-time 3D experience starts with the creation of a 3D artwork using a custom VR painting software. You’re then put behind the wheel of the new Toyota Prius Prime to race it to safety. 

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.

THE INSTALLATION 

CREDITS

Agency: Saatchi & Saatchi

Production Company: Media Monks

Director: Sam Smith & Jason Zada

Concept Art: Syd Mead