Toyota and its agency 360i partnered with Brightline Interactive to create a consumer experience that would help curb distracted driving among teens. Toyota wanted a virtual reality experience that could garner attention at America’s auto shows and SXSW in particular. The objective was to deliver a realistic simulation of distracted driving while providing educational insights.

My responsibilities included collaborating with 360i, art directing teams of artists, 3D specialists, audio production vendors, and internal development teams.

Over 20,000 consumers experienced the distracted driving simulation, which was featured in 9 major markets over the entire tour. The impact was clear, as 94% of participants said they plan to reduce future distractions following this experience. It also generated over 277MM earned media impressions, receiving over 37 original stories from outlets including NBC, USA Today and Fast Company.