Toyota Gets Viewers Artistically Involved in “The Impossible Quest” VR Experience

One of the master visual futurists, Syd Mead and an Emmy-Award Winning Director Jason Zada deliver 4-D VR experience to support west coast debut of the all-new Toyota Prius Prime

New virtual reality technologies together with one of the world’s most acknowledged architects in that field and an Emmy-award winning director disrupt the TechCrunch Disrupt.

A sensory overload VR event “The Impossible Quest” includes users’ own creations through using a custom-engineered proprietary 3-D design tool, a world design inspired by Syd Mead with a story from the Emmy-award winner Jason Zada of MediaMonks, who directed the pop culture phenomenon “Take This Lollipop” and “Elf Yourself”. “The Impossible Quest” supports authorized west coast debut of the Toyota Prius Prime, one of the greatest technologically advanced hybrids until now. The best place for this high tech experience to make its world debut: TechCrunch Disrupt.

The guided 3-D design experience offers the customers a custom built VR painting tool. User-produced creations are then integrated into real time as the user puts on the VR goggles and is immersed into a futuristic world, which is developed in partnership with Syd Mead.

“TechCrunch Disrupt is about game-changing technology, which is consistent with the Prius Prime’s combined feature set of hybrid and in-vehicle technologies, so having the Prime make its west coast debut here seemed appropriate,” said Doug Coleman, Toyota national marketing and communications manager. “This is an audience that’s looking for innovation and that’s a promise on which the Prius Prime delivers.”

3–D creation element of “The Impossible Quest” with custom-coded proprietary software was made by Satchi&Saatchi L.A. and MediaMonks all towards achieving the desired real-time results.

“For ‘The Impossible Quest’, we wanted to create something more than innovative — something that felt beyond possible,” said Dwayne Koh, executive creative director for Saatchi & Saatchi Los Angeles. “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.”

During “The impossible Quest” users will be able to experience the advantage of the all-new Prius Prime. Later TechCrunch attendants will be able to experience it in person, even before it becomes accessible to the public. The Prime brings a manufacturer’s EPA estimated at 600 miles range and 120 MPGe all followed by 11.6 multimedia touch-screen.