I was asked to lead the team of animators and creative technologists at Gallagher & Associates to design and build four different digital experiences. This experience is located in Mississippi beside one of the largest manufacturing plants in America, and it educates about the history and operations that make Toyota unique.
As the Creative Lead for all interactive experiences at Gallagher & Associates, I spearheaded the design for the Toyota Motor Manufacturing Visitor Center. This project involved creating a series of engaging, informative, and technologically advanced interactive experiences. My role encompassed overseeing the concept, design, and implementation of all interactive elements. This included crafting a cohesive narrative and ensuring each experience was immersive and informative.
The project involved conducting thorough research on Toyota's manufacturing history and operations, and then transforming this information into interactive experiences that were visually appealing, educational, and engaging for visitors. We conducted a research trip to fully understand the Toyota way, speaking with factory floor workers and team leaders. I also collaborated closely with and directed a video production team that Toyota had brought in to create visual assets for the physical exhibit and to conduct video interviews of Toyota team members for one of the digital kiosks. Each interactive piece had a unique physical aspect, including handling a recreation of a spray paint gun, manipulating a digital screen over a printed timeline, motion-activated digital kiosks, and a projection-mapped Toyota Corolla in an immersive background. We worked collaboratively internally, with the Toyota team, and our vendors to ensure that all these pieces were developed with our visitors in mind.
We conducted our user tests remotely during the spring and summer of 2020. Despite all the logistical challenges that arose during the production of this project, we managed to complete the installation in November. The implementation of these designs resulted in a series of interactive installations, each telling a unique story of Toyota's manufacturing excellence and allowing visitors to experience the brand in an innovative way.
This project showcased the impact of creative vision in converting a space into an immersive educational journey, blending design with narrative.
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