The 2016 auto show season has ended, and we’re still a couple months away from SEMA and Los Angeles, so we weren’t exactly expecting anything to come out of any conventions or shows for a while. But the major technology show TechCrunch Disrupt just kicked off, and Toyota was present with some pretty incredible new technology to show off. So, what did Toyota bring to TechCrunch Disrupt? The Impossible Quest.
“TechCrunch Disrupt is about game-changing technology, which is consistent with the Prius Prime’s Combined feature set of hybrid and in-vehicle technologies, so having the Prime make its west coast debut here seemed appropriate. This is an audience that’s looking for innovation and that’s a promise on which the Prius Prime delivers.”
– Doug Coleman, National Marketing & Communications Manager, Toyota
“For ‘The Impossible Quest’, we wanted to create something more than innovative – something that felt beyond possible. 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.”
– Dwayne Koh, Executive Creative Director, Saatchi & Saatchi Los Angeles
What is The Impossible Quest?
Essentially, Toyota has set out to show just how incredible the upcoming 2017 Toyota Prius Prime is. But, as always, they’re doing it in a pretty fantastic way, by teaming up with leading mind in virtual reality – Syd Mead, an Emmy-award-winning director – Jason Zada, and designers from both Saatchi & Saatchi Los Angeles and MediaMonks to create an immersive 4D VR experience.
The Impossible Quest kicks off with a 3D design experience they’ve named Prius Prime Studio, where people taking on the quest will get to generate elements that will appear in the VR universe. Users will then strap on a pair of VR goggles and travel to a futuristic world created with Syd Mead and populated by their 3D creations.
Essentially, the point of The Impossible Quest is to allow users to experience everything about the brand-new Prius Prime in a virtual world, and then at the end they’ll get to experience it for real before anyone else. We cannot wait for the 2017 Prius Prime to go on sale later this fall, be sure to stay tuned into our blog for more details as it becomes available.