Toyota’s First Drive Through Immersive Theatre Experience - #Toyota

Toyota were looking to stage a fully immersive and interactive theatre production to launch the new C-HR model. 


Experiential agency The Department led the production, which saw 100 guests travel across five European cities while driving through the capacious  Printworks London.

Actress Milla Jovovich hosted the event (and the resulting film) and journalists and influencers were personally invited to experience the world’s first drive-through immersive theatre show. Participants were thrust into the limelight, taking centre-stage in the live multi-sensory performance and interacting with a variety of different characters as they made their way through the myriad of scenes.

The Flash Pack were enlisted to create a multi-camera array that would provide unique and personalised content for each guest. We provided a team of editors that enabled two strands of bullet-time output. The first was available instantly to be shared socially by the many influencers and journalists in attendance. The second had to be of broadcast quality to tie in seamlessly with the longer personalised edit of the whole experience produced by The Departments AV - this was required in 2-hour time frame.




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