Turo
We turn the cars people already obsess over into the cars they can actually drive.
Tool Experience builds the thing worth talking about.
Then we shape how it's shared.
Sometimes it's an earned stunt. Other times it's a fully designed flagship activation.
We fuse experience design, event production, and creative technology to turn moments into emotion, memory, and attention that sticks.
We've picked up some of the shiniest trophies on the biggest stages — but our clients hire us for the work, not the hardware.
Amazon Prime Video – Battle Cars Live · Amazon Prime Video
We turned a TV car show into a life-size battleship gamebroadcast live to millions on Twitch
2018 Streaming · Entertainment · Gaming
AmazonPrimeVideoneededtopromoteSeason2ofTheGrandTourtoanengaged,globalaudienceofyoungmalegamers(18–34),onTwitch—theworld'slargestlive-streaminggamingcommunity.
Twitch had become the dominant platform for reaching young male audiences worldwide, and live interactive broadcasts were redefining what branded entertainment could be.
Giveeveryviewerateam,agrid,andadetonator—thenletthemdestroyittogether,live,fromanywhereintheworld.
A platform-first promotional strategy that turned passive viewers into active combatants — and made The Grand Tour the biggest non-gaming branded broadcast on Twitch in two years.
Viewers joined one of several regional teams, each represented by a Twitch influencer.
Using live chat and custom Twitch extensions, participants selected squares on a life-size game board grid.
Each chosen square was destroyed on camera — every square rigged with a different level of explosives — across two one-hour live streams.
Fans used custom-designed The Grand Tour Twitch emoticons throughout the event week to react and rally their teams.
views across the two live streams
Twitch users actively participated in the game
custom Grand Tour emoticon posts during event week
% increase in average international viewership for live Twitch events
Biggest non-gaming branded content broadcast on Twitch in the prior two years
Custom Twitch extensions and emoticons built specifically for the event, not repurposed from existing tools
Different world regions competed head-to-head in real time, each represented by a local Twitch influencer
Awards
- Clio Entertainment Gold 2,018 — Television/Streaming: Partnerships & Collaborations
- Ex Awards 2,018 — Best Esports Activation, Winner
- ADC Awards 2,018 — Interactive: Games for Web/Social Media, Single, Merit
- FWA Awards 2,018 — FWA of the Day
- District 15 Addy's 2018 — Social Media, Single Execution, Silver
- LA Addy's 2,018 — Social Media, Gold
Battle Cars Live proved that a scripted broadcast property could be re-engineered as a live, participatory gaming event — with the platform's native tooling doing the heavy lifting of scale. Tool handled every layer: creative concept, physical build, live production, custom technology, and influencer integration.
Wall of Dreams · Honda
We turned a massive OOH mural into a portal into Honda's futurewhere every quadrant unlocks a narrated AR worldaccessible by scanning a QR code
2023 Automotive
HondaneededanOOHmuralcampaignthatcouldscaleacrossdealerevents,autoshows,andmajorcityplacementswhiledeliveringanimmersive,consistentbrandstorybeyondthestaticartwork.
As AR on mobile matured through web-based platforms, Honda seized the moment to make a physical mural nationally interactive without requiring a dedicated app download.
Pointyourphoneatthemural—oratthesky—andHonda'sdreamscometolifearoundyou,narratedbyJohnCena,drivenbyyourgaze.
A single campaign mural became two distinct AR experiences — eye-level and sky-level — scaling Honda's Power of Dreams across dealerships, auto shows, and open skies in New York and Los Angeles.
Scan a QR code on the mural to enter the AR experience — no app required.
Watch a nebula wash over the artwork, revealing pulsing icons that mark each interactive quadrant.
Use natural gaze to trigger hero elements — looking at a section makes it appear; looking away makes it vanish.
Choose a story — racing, electric futures, algae fuel, or a lunar base — and let it take over their physical surroundings.
In Los Angeles and New York, point phones at prominent OOH placements to activate a sky-level experience: a Honda eVTOL descends from above, passes overhead, and ascends into a sky bearing the Power of Dreams logo.
Honda Celebrates Its History With AR Murals in New York, Los Angeles — Adweek, October 2, 2023
Deployed across Honda dealerships, dealer events, key activations, and auto shows throughout the United States
Two distinct experience modes — eye-level mural AR and sky-level OOH AR — built on a single campaign platform
Entire experience delivered through mobile web AR via QR code scan, removing friction for any passerby
Hero AR elements appear and disappear in real time in response to the user's natural gaze — no tap required
Each of the four scenes narrated by Honda Brand Ambassador John Cena, integrated as synchronized audio/video assets
Tool proved it can take a static physical campaign and make it dynamically interactive at national scale — without an app, without bespoke hardware, and across two completely distinct AR interaction paradigms. The project demonstrates mastery of web-based AR performance engineering, 2.5D/3D hybrid design, gaze interaction, sky segmentation, and large-format spatial tracking — all within a single cohesive campaign.
Selected work
Cesar – #HIREMYDOG
A passive community behavior flipped into a conversion engine.
Exception Spotting · New Balance
We turned a street corner in Soho into a bias-free detection systemthat found the most exceptional individuals in a crowdand rewarded them on the spot
2019 Fashion · Retail
NewBalancewantedtocelebrateindividualself-expressionduringNewYorkFashionWeekandgenerateexcitementaroundtheFreshFoamCruzNubuckshoe—spotlightingpeoplewhostoodapartfromthenormratherthanconformingtotrend.
New York Fashion Week — the annual moment when the city's streets become a stage for trend-setting and personal style — provided the cultural backdrop and built-in audience.
Insteadofeditorsorphotographersdecidingwhostoodout,anunbiasedAImadethecall—turningtheactofsimplywalkingdownthestreetintoachancetoberecognizedforbeinggenuinely,measurablydifferent.
Real-time computer vision removed human bias from street-style scouting — making the crowd itself the canvas and the exception the hero.
In the week before the activation, pedestrians in Soho went about their lives unaware that computer vision was quietly building a statistical baseline of fashion choices across thousands of people.
On September 6, passersby walked past a camera mounted on a Soho corner — the system analyzed their clothing in real time as they moved through the frame.
Individuals identified as exceptions to the established norm were broadcast live on a large public screen.
Those flagged as uniquely dressed were given a pair of New Balance sneakers on the spot.
Unlike editorial street photography, the computer vision system selected standout individuals without human editorial judgment — the data determined the exception.
Computer vision captured fashion statistics from thousands of Soho pedestrians in the seven days before the live activation, giving the AI a statistically grounded definition of 'normal' to work against.
Pedestrians identified as exceptions were broadcast on a large public screen and handed New Balance sneakers in real time — closing the loop between AI output and human moment.
Created in partnership with VMLY&R.
Awards
- 2,019 Adweek Experiential Awards — Best Use of AI in an Experiential Activation, Winner
Exception Spotting demonstrates Tool's ability to collapse the distance between AI infrastructure and live human experience — building a system rigorous enough to be statistically meaningful and immediate enough to reward someone mid-stride. The project proves that computer vision can be a creative instrument, not just a back-end tool.