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.”