Vivid: Cars That Feel
Cars That Feel is an audio visual installation for Toyota shown exclusive at VIVID Festival in Sydney. In the spirit of the festival, the installations were meant to play on light and sound with an emotional engagement from the audience.
PRIUS WITH PERSONALITY
We gave personalities to three Toyota Prius cars, and allowed people to interact with them in real time. The cars would ask questions, react to user gestures and invite interaction from passers by. Rigged with a complicated set of internal projectors, speakers and LEDs, the cars were actually controlled remotely by Soap staff, allowing for instant, context relevant reactions. As you can see from the video, it was a great success.
THE SPECTRUM OF EMOTIONS
Inspired by the psychology of colour theory, we mapped the full range of emotions of the cars against the spectrum of colours.
BRINGING THE CARS TO LIFE
On top of the base colour, we brought life to each emotion with cute animated facial expressions.
The installation proved to be very popular on social media #carsthatfeel
Results
Cars That Feel was one of the most talked-about installations at VIVID Sydney. Toyota were so impressed, they asked us to recreate the experience at the MCG and Adelaide Oval; plus the concept will be rolled out in further territories around the globe.
The results below are conservative estimates based on the 1.43M people who visited VIVID in 2014 and the 425,000 who were counted in the Walsh Bay area.