Three years of digital work for Toyota, from a VR driving simulator to a hydrogen car launch.

Based on two insights: the first year of driving is the most dangerous in your life & you first start learning to drive when the car seat is turned around at age two by watching parents drive. We created an entire platform for both teens and parents to help make that first year the safest possible.

The centerpiece of the platform was a VR driving simulator that travelled to car shows around the country. The driver is presented with various realistic distractions to avoid. To make it even more realistic, we rigged a real car and included motion sensing of hand movements to place the drivers arms and hands in the experience.

My role: creative direction, concept, team leadership and review of art direction & VR.

Based on an insight that people drive with purpose rather than driving to far flung beach vacations as typical car ads would have you believe. We wanted to celebrate those daily drives by creating an extension of the Toyota app that connects with your cars computer via OBD device to track your safe driving habits, which in turn equates to Toyota giving to your favorite organizations.

My role: creative direction, concept, team leadership and review of art direction, copywriting and UX.

Created a parallax site for Toyota’s Mobility Foundation, which is a group that works internationally to identify and create solutions to advance mobility around the globe.

My role: creative direction, concept, team leadership and review of art direction, copywriting and UX.

Created a responsive parallax site for the launch of Toyota’s Hydrogen Fuel Cell car launch.

Stand on a Toyota assembly line and it sounds like an orchestra. Every machine keeps its own time, and together they play.

Gifony turned that into an instrument: an interactive web experience where anyone could compose their own track from the sounds and moving images of a real Toyota assembly line.

Toyota got fully behind it as a way to tell the brand’s story, and took it on the road as an installation at auto shows across the country.