Toyota Prius Prime - The Impossible Quest

Immersive Experience / VR + Interactive Storytelling

Developed as part of the 2017 Toyota Prius Prime launch, “The Impossible Quest” was designed as a fully immersive, interactive experience that combined virtual storytelling with physical sensation to engage audiences in a new way.

Led end-to-end as Senior Producer, the project was conceived, built, and delivered within an accelerated eight-week timeline, debuting across both internal Toyota events and at TechCrunch Disrupt in San Francisco.

The experience began with users creating their own virtual artwork, which then became the centerpiece of a real-time adventure—tasking them with transporting it safely to a museum through a dynamic, branching storyline. Participants navigated multiple paths throughout the journey, creating a personalized experience with each run.

To heighten immersion, the VR environment was paired with a custom-programmed haptic Prius Prime seat, synchronizing physical movement with the on-screen action to create a fully integrated sensory experience.

The visual world was developed in collaboration with Syd Mead, known for his work on films like Blade Runner, bringing a distinct and cinematic design language to the environment.

Following the experience, participants received a personalized digital takeaway via a custom-designed microsite and email system, featuring their VR-created artwork alongside product information—extending the interaction beyond the live event and reinforcing the connection to the brand.

The project brought together VR development, physical design, narrative structure, and live event execution into a cohesive experience—offering a more immersive and memorable way to engage with the brand.

Agency: Saatchi & Saatchi

Director: Jason Zada

Visual Futurist: Syd Mead

Production/Post/VR/Experiential: MONKS (LA, Brazil, Amsterdam)