---
title: Prius: Prototypes - Technology Experiments for Toyota | Studio ANRK
url: https://studioanrk.com/work/prius/
type: project
genre: Experiential Film
director: Anrick
productionCompany: UNIT9
client: Toyota
agency: Saatchi & Saatchi LA
description: Three in-camera technology experiments for the Toyota Prius launch: a smoke-emitting piano, laser tripwires, and biometric light painting, made with Saatchi & Saatchi LA.
---

# Prius: Prototypes
**Technology Experiments for Toyota**

## Overview

We created three in-camera technology experiments for the launch of the new Toyota Prius, working with Saatchi & Saatchi LA. Each spot showcased a different feature of the car, with no post-production, everything captured live.

## The Experiments

**Aerodynamics** — We built a smoke-emitting piano and a wind tunnel around the car, with composer Ron 'Neff-U' Feemster writing a piece timed to create patterns in the flowing smoke.

**Sensor Awareness** — Choreographer Renee Kester navigated a shifting maze of laser tripwires to reach the car.

**Driving Dynamics** — Race driver Sara Price pushed the Prius to its limits while an LED rig translated her real-time biometric data into generative light paintings behind the moving car.

## Team

### Anrick — Director
Creative Director exploring the future of spatial immersive storytelling through experiences built with virtual and augmented reality, computer vision and machine learning.

### UNIT9 — Production Company
Global production studio specialising in innovative digital experiences, interactive films, and emerging technology.

## Studio ANRK

Studio ANRK is the creative practice of Anrick, an award-winning director with 20 years working at the edge of new technology. Together with a small team of collaborators, we translate complex, often invisible ideas into experiences that genuinely move people.

**Contact:** info@studioanrk.com
**Website:** https://studioanrk.com

© 2026 Studio ANRK