For the launch of the all-new 2016 Toyota Avalon, Toyota’s ad agency tapped bluemedia acquisition, Digital Media Etc., for ideas on how to make their presence at Art Basel 2015 a memorable one. Art Basel, is an annual celebration of art, music, food and culture, hosted annually in Miami. The festival is a priority for Toyota, as it seeks to engage an audience of young, creative influencers. To express the spirit of both the Toyota Avalon brand and of Art Basel, Digital Media Etc. conceived and produced a 3D projection experience that had attendees immediately reaching for their mobile devices.
Using an actual Toyota Avalon as the canvas, the experiential media company projected beautiful, free-form animated sequences and road trip scenery — all set to music – onto the vehicle’s flat white exterior. With a shifting, ever-changing collage of colors and images, the concept was a hit, and the event garnered the desired buzz around Miami and on social media.
It was really amazing how much the question mark backpacks helped individuals identify who they could go to for questions. I was just carrying one of them (not wearing) through the convention center and was stopped so many times by fans with questions.
