The goal was to create a revolutionary WebGL configurator experience to support the launch of the All-New Toyota Camry. We designed an innovative solution to personalise and purchase vehicles online, with a simplified finance application process and secured payment method.
For the art direction, we wanted the All-New Camry to show an edgy and cool side with an unexpected rebellious attitude in everyday situations. Communicate speed and power with vibrant streaks of light from the vehicle.
We crafted 4 lifestyle visuals for the user to choose a configuration based on our demographic data. City Life, Urban Style, Weekend Getaway and Open Road.
The speed and power of the All-New Camry meant that we could experiment with each environment being treated to give the effect of bullet time, the idea that the vehicle is frozen in time as it blasts down the highway.
