- AGENCY Burrell Communications
- BRAND Toyota
Art Basel (Dec. 2014)
SXSW (Mar. 2015)
Toyota needed a place-based, touring event experience to support their “Elevate the Moment” campaign for the 2015 Corolla, evoking both passion and innovation.
Brightline created an interactive consumer experience that evolved from a glass auto showcase into a unique piece of contemporary art. By tweeting #MakeYourMark, users activated one of six robotically controlled paintball markers inside the glass showcase (each with different color pellets) to shoot the white canvas behind the car. The markers, equipped with laser sights and a Gimbal pivot system, painted a vibrant backdrop to frame the vehicle, while ensuring the Corolla remained spotless in the process. The result: a unique piece of user-generated modern art.
Hundreds of Twitter users and event attendees contributed to the original work of art, using #MakeYourMark. The addition of the exhibit’s live video stream, courtesy of Revolt TV, reached over 100,000 of other enthusiasts.