Toyota Crown

Concept
The Toyota Crown wasn’t just returning to the U.S. market.
It was being reintroduced after 50+ years of absence.

But the challenge wasn’t awareness.
It was imagination.

How do you make a premium sedan feel tangible before someone can ever touch it?
How do you prove “innovation” in a category defined by specs and screens?

So I didn’t just launch the Crown.
I placed it in people’s worlds.

As Creative Strategy Lead, I developed a WebAR experience that brought the Toyota Crown to life at full scale—instantly, anywhere.

With a simple scan, users could project a photorealistic, life-size Crown into their driveway, garage, or street.

They could walk around it.
Sit inside it.
Explore its design in detail.
And simulate what it felt like to drive it—before ever stepping foot in a dealership.

It wasn’t a video.
It wasn’t a configurator.
It was a spatial experience that collapsed the distance between product and reality.

The result reframed how the Crown was perceived—not as a comeback, but as a statement.

Engagement increased by 45%, with users spending 7+ minutes on average inside the experience.

Purchase intent rose 30%, signaling a clear shift from curiosity to consideration.

And it became a blueprint for how WebAR could redefine automotive storytelling across Yahoo’s ecosystem.