Across the ages, we have attributed human motivations, characteristics and behaviour to inanimate objects, animals and natural phenomena. From George Orwell’s Animal Farm to the Bible’s talking serpent; from Greek deities appearing to us in human form to the characters in the Jungle Book, we have sought and created reflections of our own experiences in non-human beings and objects.
In a 21st century take on this very human tendency, Cars That Feel explores anthropomorphism, and the relationship we can have with inanimate objects. This piece was born of the idea that people strive to look for human qualities in things, and will behave differently if that thing is perceived to be “alive”. What if cars had feelings? What would you say to one? How would you react?
Through colour, light, sound and imagery, ordinary cars suddenly transform into sentient beings, each with their own personality. During the day the cars sleep. As the sun sets, the cars wake up, one by one. The cars have their own unique personalities and act independently. But at times they come together, seemingly randomly and organically, to form a larger unified piece with the imagery and sounds syncing.
Soap Creative, Sydney has transformed three Toyota Prius's to have feelings and be able to respond emotionally to people. Each car has its own personality when interacting by using lighting, sound and animation.
Category: Automotive
Client: Toyota Prius
Agency: Soap Creative, Sydney
Country: Australia