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o2 was tasked to launch Toyota’s Concept-i at the Consumer Electronics Show in Las Vegas. The Concept-i is part of a design initiative to help humanize the AI in forthcoming vehicles. The goal of this project was aimed at imbuing the AI interface with humanity by bringing it to life with an animated character called Yuey (UI).

We took cues from this playful animated element and created a projection mapped, immersive environment, allowing Yuey to burst from the screen and leap onto the projection mapped Concept-i. Through synchronized media and interactions on the surface of the car itself, o2 was able to develop a modern, thought provoking product launch, garnering the attention of world news.

The Concept-i launch is a peek under the hood at Toyota's vision for the future of mobility.