Contributions: Concepting, Operation, User Focused Feedback.

Toyota were looking to increase the perception of their Prius brand as 'innovative', a word that has been increasingly thrown about by automakers over the last decade with the rise of safer, greener technologies. With so much competition, what could be done to stand out?

The answer was 'Cars That Feel', an interactive light and sound installation for Vivid 2014 where three Toyota Prii were the stars of the show. Through the use of projectors and speakers, each car was given a personality and a face, inviting passersby to interact with short, emotional animations.

The activation was a success, with an estimated 50,000+ people interacting with the cars and a further 200,000+ people viewing the installation. Toyota were so happy that we were asked to recreate it at the MCG and the Adelaide Oval.