Toyota Auris hybrid car: launches with projection mapping
Toyota’s new Auris hybrid has an attractive claim to fame: it recycles energy while you drive. So when Toyota launched their the hybrid in the UK earlier this season, they decided to use technology as innovative as their car: 3D projection mapping. 3D projection mapping has tended to find its way on to buildings up to now, and is becoming increasingly popular. But for Toyota, there was a catch. They wanted to project right onto the car itself, and they wanted it to be a 360 experience. It might seem like a slight modification, or even natural evolution of the existing technology, but if you consider how difficult is to effectively execute 3D projection mapping on the usual 2-dimensional plane, it would be infinitely more complicated and challenging.
In the end, with the help of Glue Isobar and production agency, Superglue, Toyota successfully launched the Auris in the way they had envisioned. They needed to use 7 different projectors around the car for a full 360 degree projection. The result, no matter where someone from the audience stood around the car, he or she would get the same experience.
The final product is shown in the video below:
And if you’re interested in how the projection mapping was done, Toyota’s posted a video about that:
Find out more about the campaign at: http://www.getyourenergyback.co.uk/
If you’re interested in finding out more about 3D projection mapping, Social Times has a great article on it.