2017 Prius Prime - The Impossible Quest — Ashley Harsen

2017 Toyota Prius Prime - The Impossible Quest

We had 8 weeks to bring this incredible idea to life - mixing two VR components into a live interactive experience at two events (one internal to Toyota, the other Tech Crunch in SF) to create awareness about the 2017 Prius Prime. Were we crazy? Yes. Was it awesome? Totally.

What resulted was an incredible 4D real-time VR experience where people created custom virtual artwork, then were pulled into an epic chase-adventure trying to safely deliver their artwork to a museum. This chase took place inside of a haptic Prius Prime seat which was programmed to heighten the senses of the VR driving experience. During the drive, participants could choose different paths to try to get to safety, yielding multiple story experiences along the way.

The visuals for this adventure were created in collaboration with Syd Mead, Visual Futurist of films like Blade Runner, Aliens and Tron. Once the drive was completed, each participant received a ‘take away’ in the form of an email to a microsite with their custom-created VR artwork along with some handy info about the Prius Prime.