The world’s first drive through immersive experience made the car the protagonist in a powerful narrative, inspired by the 'flowing' design of the C-HR that gives the effect of perpetual movement, even at a standstill. Brought to life in a participatory theatrical experience, media embarked on a search for ‘perfect flow’.

Driven between interactive scenes, encapsulating five cities in Toyota’s priority markets and starring culturally-relevant influencers, each drew inspiration from one of the Toyota C-HR’s design pillars: innovation, design and driving dynamics. The foundation of our concept ‘The Night That Flows’ was inspired by the philosophy of Mihaly Csikzentmihalyi, which was converted into 5 converging short stories by award winning novelist, Matt Wilven.

We crafted a creative and impactful storyline that our audience would remember forever. Our guests were captured in several secret points including the final rendezvous with Milla Jovovich, resulting in 100 personalised films starring media alongside talent.

This fully immersive, 360 degree, multi-sensory theatrical experience took 7 months to plan with a bespoke team of celebrated artists in the immersive genre - set, lighting, sound designers, projectionists and film makers - all to bring ‘flow’ to life. The Printworks, was discovered, a unique location never used before by any brand, with incredible original scenery. The journey flowed through Berlin, Paris, Milan and Barcelona: A group VR experience using innovative projection onto the CH-R, paparazzi flooding the catwalk, a bullet-time rig capturing a timeslice of the guests and an octagon of two way mirrors , the C-HR revolving within. Driver Guerlain Chicherit thrilled guests on a stunt drive before DJ Cuatero led a flash mob of fashionably-clad dancers. The journey ended in a London bar, where Milla met the guests in a secretly-captured finale to a personalised short film, delivered to the media days later.

To date over 420 pieces of print and online coverage with an editorial reach of 815 million. On the night, social posts with a reach of 35 million, along with 62 Milla Jovovich interviews. “That was amazing, where to start?! I want to buy that car, it made me feel like a celebrity! I feel a link to the car now - the event allowed me to experience all the different elements. It was a very unique event.” Mail Online “It’s something I have never experienced in my life. Completely unique and will stay in my mind for a long time.” Influencer. This exciting launch delivered strongly on key targets of gaining cut-through in European lifestyle media and influencers, whilst ensuring focus remained on the drive and features of the Toyota C-HR. 100 European media and influencers attended producing a strong presence post-launch both through traditional lifestyle media and influencers