To launch the Toyota C-HR compact SUV, we partnered with interactive artists FIELD to create unique interactive experiences to appeal to a cooler, more influential crowd that might not have previous considered buying a Toyota.
Artworks based on the flow of the car were designed to tease the car's exterior before the reveal of it at Geneva Motor Show.
These were supported by an interactive experience based on the flow. Visitors could create their own unique piece of animated art but immersing themselves in the flow and playing with it. These artworks were numbered as limited editions, and shared across social networks.
Each artwork was completely unique, never to be repeated.
The artworks gained coverage from influential design blogs such as itsnicethat, Creative Applications, Protein and notcot. The exact blogs that our target market read and respect.
The Toyota C-HR was premiered to the world as a 360 degree hologram, a world first for a car reveal. Boxes were sent to influencers. When they inserted their phone, they saw the Unique Flow artwork revealing the car.
The Toyota C-HR was revealed in real life at Geneva International Motorshow. Visitors to the stand could interact with the Unique Flow artwork via an iPad.
Role: Creative Head
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