Toyota set out to educate attendees at HUBweek—Boston’s premier festival of ideas featuring MIT and global innovators—about the groundbreaking hydrogen fuel-cell technology behind the Mirai. With local energy providers preparing the hydrogen refueling infrastructure in the Northeast U.S., Toyota aimed to generate awareness and excitement about this revolutionary vehicle.

Collaborating with Super Toy Box, Pakko and his team developed an immersive digital education experience for Toyota’s HUBweek sponsorship. Within a 30’ x 20’ outdoor activation, they designed a custom augmented reality app in Unity that brought the story of the Mirai to life. Visitors explored the journey of hydrogen fuel-cell technology, learning about its success in California and its planned expansion to the Northeast.

This project’s seamless blend of storytelling and cutting-edge tech reflects the spirit of innovation that AIM continues to bring to its campaigns today.

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