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Toyota's New Promotional Campaign Turns You Into A Digital Artist

Your boring keyboard can now be a musical-instrument-slash-animation kit thanks to London-based artists FIELD.

  • 01 /06

    The London-based artists FIELD collaborated on a promotional campaign for the Toyota C-HR Concept car.

  • 02 /06

    The project, titled Unique Flow turns your keyboard into a synthesizer-slash-animation kit.

  • 03 /06

    Press any key on a computer keyboard to produce an array of sounds, colors and shapes.

  • 04 /06

    The lines in the center are meant to simulate cruising in a car, with the changing colors alluding to driving in nighttime or daylight.

  • 05 /06

    FIELD creative director Marcus Wendt says that they wanted to create the sensation of "guided cruising" with their generative digital piece.

  • 06 /06

    Unique Flow makes it simple for anyone (no matter your artistic talent) to create an immersive digital art piece, save as a GIF and share.

From a digital sculpture that's so complex you can never see it in full to an interactive art piece that simulates the viewpoint of a drone, the London-based artists FIELD have masterminded some wildly inventive and immersive digital art pieces. Now, with an unusually engaging promotional campaign for Toyota, they're offering to turn you into a digital artist as well.

In Unique Flow, FIELD transforms your keyboard into synthesizer and animation kit—and your creation into a mesmerizing animated GIF (no matter your level of artistic talent). Pressing any key on your computer keyboard produces an array of sounds, bursts of background colors, and a transforming set of geometric shapes. In the center, a pair of lines simulate cruising in a car, changing form and direction as you play. The whole thing is meant to mimic the shape and movements of Toyota C-HR Concept car, with the colors reflecting the experience of driving either during the day or at night.

Marcus Wendt, FIELD's creative director says that they tried to boil the concept car to its essence. "It's the lines of the car and the shaping of the curves we found most interesting," he says. "There's a connection between the Japanese idea of animism—everything is alive and flows—and the design language of the car, which is fluid but has a sharp velocity in the curves. We took the lines idea and made that the essential element—[in Unique Flow] you’re on a cruise but your cruise is sort of guided."

If you can ignore the fact that selling a car is the end game here, Unique Flow is a novel way to experiment with generative art—and procrastinate from work—without having to know code at all. When you're satisfied with your generative art piece, you are given the option of saving it in GIF form and sharing on social media.

Try it out for yourself here—this might be the most fun you've ever had with a computer keyboard.

All Images: via Unique Flow

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