Toyota

Interactive Experience Design | Automotive & Events
OVERVIEW

As Art Director at Studio PMG, I led the full creative and production team behind Toyota's large-format interactive booth experience. I directed 3D animators, UI designers, programmers, illustrators, and photographers to deliver two complete systems: a panoramic attract loop and a multitouch interactive wall. The experience ran at a national automotive show and was built around a real 100,000-mile Toyota Camry independently tested by AMCI. Work completed 14+ years ago at Studio PMG.

MY ROLE

ART DIRECTION

INTERACTIVE EXPERIENCE DESIGN

UI GRAPHIC DESIGN

TEAM DIRECTION

PHOTOGRAPHER DIRECTION

THE EXPERIENCE

Built around proof.

Toyota ad with red background, “Tell a Story” headline, and “Touch to Start” button.

The installation centered on a real Toyota Camry that had been fully disassembled after 100,000 miles of independent testing by AMCI.

Every part was catalogued and made explorable through a large multitouch interface covering eleven quality categories from braking and handling to audio fidelity and durability.

AMCI Testing Certified logo in red and black on a light background
Attract Loop Art Direction logo with red text and a black concentric-circle icon on white background
ART DIRECTION

I directed the visual design of three rotating attract loop screens displayed on a panoramic wall to draw visitors into the booth. Each screen built the brand narrative around Toyota's core pillars using bold typography, cinematic photography, and real owner stories.

Toyota showroom display with two cars and people standing beneath signs reading safety, quality, and durability
Toyota “Safety & Quality” banner with a car and two people under a red background

Every part. Every detail.

Hand pointing at a Toyota showroom touchscreen display with red side panel and car in background
INTERACTIVE EXPERIENCE

Visitors could touch any component of the fully disassembled Camry on a large multitouch wall and access quality data, AMCI test results, and engineering insights for each part. I art directed the full UI system and worked directly with the development team to ensure every interaction felt precise and purposeful.

Toyota “Tell A Story” contest page with white center panel and red sidebar menu
Abstract white infographic with many parts around a central dark bottle and a red highlight label
the results

DIRECTION

Led a multidisciplinary team of 3D animators, UI designers, programmers, illustrators, and photographers to deliver two complete interactive systems on a fixed event timeline.

SCALE

Every graphic and interaction designed for large-format display, from a panoramic broadcast wall to a close-up multitouch diagram, without losing visual precision at any scale.

IMPACT

A quality-focused interactive experience that gave Toyota's show floor visitors a reason to stop, engage, and walk away with a measurable understanding of what makes a Toyota last.