Turo
Car culture lives online. We know how to make it move.
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.
Battle Cars Live · Amazon Prime Video
We turned a TV car show into alife-size battleship game
2018 Entertainment · Streaming · Gaming
AmazonPrimeVideoneededtopromoteTheGrandTourseasontwotoaglobalaudienceofyoungmalegamers(18–34)inawaythatfeltnativetoTwitch,notgraftedontoit.
Twitch had become the dominant live-streaming platform for the 18–34 male demographic worldwide — a highly concentrated, engaged community Amazon wanted to reach at scale.
Givefansateam,givethematarget,andletthemblowsomethingup—live,together,fromanywhereintheworld.
A platform-first live broadcast that turned passive viewers into active combatants — on the world's largest gaming stage.
Tuned into one of two 1-hour live Twitch broadcasts
Joined a regional team represented by a Twitch influencer
Used live chat and custom Twitch extensions to select squares on the life-size game board
Watched real explosives detonate the squares their team chose
Posted custom Grand Tour Twitch emoticons throughout the event week
views
active participants
emoticon posts
% viewership lift
Largest branded broadcast
Non-gaming on Twitch in two years
Platform-first design
Built for Twitch's native tools and culture
Global reach
Regional teams competed across the world
Tool engineered a branded entertainment format native to the platform — not a TV ad repurposed for streaming. The result was the largest branded non-gaming broadcast on Twitch in two years, proving Tool can architect interactive live events that move culture and measurably grow audience.
Selected work
Honda – Wall of Dreams
We turned automotive obsession into a communal, shareable moment.
Selected work
Mercedes – EQS City Roadshow
We put a car brand exactly where culture was already looking.
New Balance – Exception Spotting · New Balance
We built AI that spotted true individuals in a crowd
2019 Fashion · Retail
NewBalancewantedtocelebrateindividualself-expressionduringNewYorkFashionWeekandgenerateexcitementfortheFreshFoamCruzNubuckshoe.
New York Fashion Week — the annual week spotlighting fashion trends — provided the backdrop and cultural tension between editorial taste-making and genuine individual style.
Insteadofaneditorchoosingwhowasstylish,anunbiasedAIsystemidentifiedthetrueexceptions—andrewardedthemonthespot.
A computer vision system that removed human bias from street-style scouting — letting data, not editors, find the exceptions.
Pedestrians walked through Soho's streets during the week leading up to September 6, unknowingly contributing to a fashion baseline dataset.
On activation day, passersby walked past a camera-equipped corner installation in Soho.
The system silently analyzed each person's clothing in real time — pattern, color, shape, accessories.
Those identified as genuinely unique relative to the week's baseline data were broadcast on a large screen.
Exceptional individuals received a pair of New Balance sneakers on the spot.
Bias-free scouting
AI, not editors, chose who stood out
Week-long baseline
Thousands of pedestrians captured before activation
Real-time reward
Exceptions spotted and gifted live on the street
Tool demonstrated that AI and computer vision can be deployed as a live, public, emotionally resonant experience — replacing editorial subjectivity with data-driven fairness, at street scale, in real time.