Toyota Prius — Choose Your Prius

An interactive installation for Toyota's two-story booth at the LA Auto Show. Visitors moved through a physical maze of pedestals and iPads, answering lighthearted questions at each station — and the experience quietly narrowed toward the Prius model best suited to their life. Concepted, art-directed, and shipped in three weeks.

The brief was awkward on paper: teach auto-show foot traffic about a four-model Prius family — c, Plug-in, standard, v — without a salesperson in sight, and without the copy-heavy signage every other booth was already drowning in. The answer was a game. Twelve stations, one recommendation, and a color-coded path that turned the booth architecture itself into the interface.

Each iPad ran a single question, framed as personality rather than spec — pick an animal, pick a number, pick an object — with textured, handcrafted illustration that read as editorial, not automotive. The system tallied answers in the background and, at the last station, resolved into a single Prius match with a reward the visitor could claim on the way out.

The whole environment — maze walls, station kiosks, wayfinding, iPad content, and the exit reveal — was designed, built, and installed in three weeks alongside Juxt Interactive. The role was concepting, brand strategy, creative direction, design, and game logic, working with Juxt's dev and fabrication teams to hit the show floor on schedule.

It's early experiential from a moment when "iPad in a kiosk" was itself a novelty — and it still holds up because the interaction design did the teaching. Nobody read a spec sheet. Everyone left knowing which Prius was theirs.