Toyota - The Night that Flows - Highlights

World’s First Immersive Drive Through Experience

Starring Milla Jovovich, ‘The Night That Flows’, a seven scene interactive production saw 100 lifestyle journalists immersed in the journey of one amazing fictional night as it unfolded across five European cities, in a disused warehouse space in East London, to celebrate the launch of the Toyota C-HR.

Guests travelled through Berlin, Milan, Paris, Barcelona and London, with each scene drawing inspiration from of the Toyota C-HR’s design pillars, whilst merging cutting edge technology with the theatrical.

Performance Data:

World’s first immersive drive-through experience created for the global launch of the Toyota C-HR

100 lifestyle journalists and influencers immersed in a seven-scene live production staged inside a disused East London warehouse

Experience spanned five European cities in one night — Berlin, Milan, Paris, Barcelona, and London — brought to life through theatrical storytelling, film, lighting, and automotive choreography

Starring Milla Jovovich, combining cinema, theatre, and technology in a seamless narrative

Generated over 2 million organic impressions across media and social channels following launch week (industry coverage and Toyota reporting)

Delivered extensive earned coverage in Campaign, Auto Express, Marketing Week, and pan-European lifestyle outlets

Recognised across the industry: Runner-up at the Campaign Experience Awards and shortlisted at The Drum Awards for automotive experiential excellence

Concept, creative direction, and full live production by The Department