The larger part of this is a driving simulator which include an immersive 3D environment and motorized seats which track the motion of the video. Some of the visual elements during the drive portion were created by legendary industrial designer Syd Mead. Make no mistake, this is pulling out a very big gun. Mead has been a go-to futurist designer for decades (Mead is now 83). He designed the Spinners in Blade Runner and the vehicles in the first Tron movie (and lots more). Yeah, that guy.
Mead's work speaks for itself and there's no doubt that this driving sim will be exciting. You can tell that from the Tech Crunch piece though I thought this was interesting...
I get the feeling the writer was a little more wowed than he wanted to be.Overall, it’s an interesting experiment in marketing and immersive narrative, but one that still leaves me thinking we still have a long way to go before we get to a place where the average VR storytelling experience is enjoyable for most.
In the end, it's clear Toyota USA is serious about making statements with the Prime which, if I put on my skeptic hat for a minute, might be better made in the vehicle itself than in creating a marketing environment to show it off. But yes, that's a little too brutal, no matter what, Toyota has to spend money telling the story, educating customers on why Prime is so important. I'm looking forward to a chance to drive Prime myself and tell its story in my own way. Look for that here sometime in the near future.