Projects

Toyota Matrix

Toyota Matrix

Toyota and its Hispanic agency of record, Conill Advertising, developed a nontraditional online promotional campaign for its Matrix vehicle. Given research that described the Matrix being popular with hip, bilingual, bicultural Latinos, Toyota and Conill worked together to develop an unorthodox campaign that relied exclusively on the Internet and ignored television.
– Hispanic Market Weekly

Plural and Partners was approached to bring the idea to life. Situated in an abandoned loft, the online experience takes on a life of its own when users are encouraged to explore and interact. In one section the user is invited to play FLY RIDE, a customized video game where they race through roof tops trying to collect as many steering wheels as possible, while being chased by malicious characters. Another section invites users to sit back and watch a series of web-spots where the unimaginable always happens. In one particular scene, a nun spontaneously begins to break dance while passing by a Toyota Matrix. Another scene shows two men using a vinyl record as a boomerang until one of them severs his leg from the knee down. Other sections include sending a prank to a friend using the fax machine, wallpaper downloads, listening to awkward phone conversations and hitting the turntable to hear the latest in local talent.

Disciplines Used:

• Art Direction
• Conceptualization
• Game Design and Development
• Character Development
• Programming
• 3D Visual Effects
• Photo-Retouching
• Film

Toyota Matrix

Toyota Matrix

Toyota Matrix

Toyota Matrix

Toyota Matrix

Toyota Matrix

Toyota Matrix

Toyota Matrix

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