Toyota created a "drive through immersive theater experience" in London to launch its of C-HR model, with actress Milla Jovovich appearing in a tale set in five European cities.
Titled "The Night That Flows," the seven-scene interactive production began at The Printworks in London and involved an audience of 100 guests. Each scene drew inspiration from one of the Toyota C-HR's "design pillars" of sound, design and driving dynamics. The story was narrated by Jovovich and centered around guests finding their "perfect flow." Their journey included a drive along Berlin streets in the CH-R, a trip to a Milan fashion show, a Parisian casino, a Barcelona club scene and a London bar, where they finally encountered Jovovich.
Immersive agency The Department executed the event and created 100 short films featuring the guests, which were secretly filmed as the participants travelled through each scene. PR company Freuds acted as co-creators and provided the strategy and creative concept.
See more about how it was done in the Behind the Scenes film.