Toyota Disrupts TechCrunch with Technology Trifecta ‘The Impossible Quest’
Master Visual Futurist Syd Mead, Emmy-Award Winning Director Jason Zada Deliver 4-D VR Experience to Support West Coast Debut of All-New Toyota Prius Prime
September 12, 2016
SAN FRANCISCO (Sept. 12, 2016) – Take emerging virtual reality technologies, add one of the world’s most recognized visual architects and mix in an Emmy-award winning director and the most technologically advanced hybrid vehicle in Toyota’s lineup.
This is the recipe for disrupting TechCrunch Disrupt.
“The Impossible Quest” is a sensory overload VR event that incorporates users’ creations using a custom-engineered proprietary 3-D design tool with a world design inspired by Syd Mead (the visual futurist on Tron and Blade Runner) and a story by Emmy-award winner Jason Zada of MediaMonks, who directed feature film “The Forest” and is responsible for the pop-culture phenomenon “Take This Lollipop” and “Elf Yourself.” “The Impossible Quest” supports of the official west coast debut of the Toyota Prius Prime, the most technologically advanced Prius yet. And the place for this high-tech experience to make its world debut: TechCrunch Disrupt.
“The Impossible Quest” will kick-off with a guided 3-D design experience using a custom-built VR painting tool, dubbed the “Prius Prime Studio” to create elements for the VR universe. These user-generated creations are incorporated into the world in real time, as the user dons the VR goggles and is dropped into a futuristic world developed in conjunction 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.”
For the 3-D creation element of “The Impossible Quest,” designers from Saatchi & Saatchi Los Angeles and MediaMonks developed custom-coded proprietary software in order to achieve 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 virtually experience the benefits of the all-new Prius Prime, and once the experience is completed, TechCrunch attendees will be able to experience “the new possible” vehicle in-person…before it’s available to the general public. The Prime delivers a manufacturer’s projected EPA estimated 600 miles of range and 120 MPGe along with an 11.6-in. multimedia touch-screen. The hybrid goes on sale this fall.
Toyota (NYSE:TM), creator of the Prius hybrid and the Mirai fuel cell vehicle, is committed to building vehicles for the way people live through our Toyota and Lexus
brands. Over the past 50 years, we’ve built more than 30 million cars and trucks in North America, where we operate 14 manufacturing plants (10 in the U.S.) and directly employ more than 44,000 people (more than 34,000 in the U.S.). Our 1,800 North American dealerships (1,500 in the U.S.) sold more than 2.8 million cars and trucks (nearly 2.5 million in the U.S.) in 2015 – and about 80 percent of all Toyota vehicles sold over the past 20 years are still on the road today.
About Saatchi LA
Saatchi LA is known for creating compelling ideas, grounded in product truths and customer insights, honed by experience and brought to life by one of the most creative teams in the industry. The 440-person fully integrated advertising agency prides itself on maintaining lasting and deeply seeded client partnerships. Saatchi LA has played on the biggest and most competitive advertising stage every year, creating some of the most viewed and top rated ads at the Super Bowl. The Saatchi LA office is the third largest in the global network of ideas company Saatchi & Saatchi, part of Publicis Groupe. For more information, visit saatchila.com