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Toyota and ‘Tron’ Futurist Syd Mead Team Up for Innovative VR Experience

Toyota has teamed up with Syd Mead, responsible for creating the iconic futuristic worlds on Tron and Blade Runner, to create a unique VR experience that premiered at 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 Mead and a story by Emmy-award winner Jason Zada. It kicks 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 Mead’s futuristic world.

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.”

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