Toyota's Futuristic, VR Experience Lets Users Create Their World

'The Forest' Director Jason Zada and Saatchi Behind 'The Impossible Quest' to Promote Prius Prime

Published On
Sep 13, 2016
The Impossible Quest

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Jason Zada, director of feature film "The Forest" and pop-culture digital hit "Take This Lollipop," is behind a new VR experience for Toyota's Prius Prime, which launched this week at TechCrunch Disrupt.

"The Impossible Quest," which supports the West Coast debut of the Toyota Prius Prime, the most technologically advanced Prius yet, drops the user into a futuristic 4D world with a design inspired by Syd Mead (the visual futurist on "Tron" and "Blade Runner") into which they can add their own creations.

The experience lets users generate their own creations using a VR painting tool, dubbed the "Prius Prime Studio," which are incorporated into the world in real time, as the user dons the VR goggles. Designers from Saatchi & Saatchi Los Angeles and production company MediaMonks developed custom-coded proprietary software in order to achieve the real-time results.

During "The Impossible Quest," users will virtually experience the Prius Prime, and once the experience is completed, TechCrunch attendees will be able to experience the vehicle in-person.

"For 'The Impossible Quest,' we wanted to create something more than innovative -- something that felt beyond possible," said Dwayne Koh, executive creative director at Saatchi & Saatchi Los Angeles, in a statement. "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."