Toyota Highlander - Take it for a Spin

Interactive Experience / 360 Video + Spatial Audio

For the 2018 Toyota Highlander campaign, we explored the potential of 360 video as a more immersive way to demonstrate key vehicle features—moving beyond traditional linear storytelling into a format that allowed viewers to engage with the product on their own terms.

Working in partnership with 1st Ave Machine and director Karin Zariffa, the project focused on translating five distinct vehicle features into a spatial experience designed for platforms like Facebook and YouTube, where users could navigate the environment interactively.

The production required a different approach to both capture and storytelling—balancing choreography, camera placement, and timing within a 360 environment where traditional framing and editing techniques no longer applied. Every moment needed to function from multiple vantage points simultaneously, requiring careful coordination between creative, production, and technical teams.

In addition to the visual experience, we incorporated 3D spatial audio to further enhance immersion—allowing sound design to guide attention and reinforce the functionality of each feature within the environment.

The result was a more exploratory, user-driven experience that invited audiences to engage with the vehicle in a way that felt active rather than passive, offering a fresh perspective on product storytelling within emerging formats.

Agency: Saatchi & Saatchi

Director: Karin Zariffa

Production/Post: 1st Ave Machine

360 Spatial Sound: Lime Studios

*Watch on mobile or Chrome desktop for best 360 experience