Digital agency Soap Creative recently launched Cars That Feel, an interactive Vivid festival installation designed with Toyota.
According to AdNews, the installation transforms three Toyota Prius cars into “sentient beings” which respond emotionally to human interaction. Indeed, the cars are set to sleep during the day, but as the sun goes down the vehicles come to life and begin interacting with Vivid festival attendees.
“Soap is a collection of people who love to play, make and do,” Brad Eldridge, Soap Creative partner told AdNews.
“We’ve always been fans of Vivid and we’re stoked to be able to contribute a playful, interactive digital experience that brings something new to the festival.”
As Eldridge notes, each car boasts it’s own personality and connects with people via light projections, color and sound. The cars are equipped with 6 internal BenQ projectors, [Atmel-based] Arduino controllers and high intensity LED light rigs. Meanwhile, a custom app is tasked with controlling internal projection mapping, lighting, sound and animation.
The Cars That Feel installation is located directly under the south end of the Harbour Bridge from May 23rd to the 9th of June in Sydney, Australia. Festival goers can capture and share their images with the hashtag #carsthatfeel.