Spring was appointed to guide Toyota into the world of fashion for its first collaboration with cult UNDERCOVER streetwear designer Jun Takahashi. To reach new fashion audiences, our approach was to subvert traditional car advertising and create a campaign that blended style, culture and technology.  The result was an immersive digital world “Paris TOKYO” using CGI, VR and new media techniques and the casting of a diverse community of tastemakers and creative collaborators.