THE CAMRY EFFECT CAMPAIGN & THE WORLD'S LARGEST DECISION TREE

Let me start off by saying that many people contributed to this 360 ad campaign promoting the 2011 Camry. I was an Associate UX Designer at the time, and while I did work days, nights & weekends on the above monolith decision tree and other aspects of the website portion of the campaign - there were many other more experienced creatives, producers and engineers involved, across three countries in fact. The website is designed to tell the stories of Camry owners across America. Camry owners who visit the site are prompted with facts & surveys, intended to entertain and gather information. The above decision tree shows the logic of those facts & surveys. The website no longer exists, but I believe it won a number of awards, and a reel about it can be seen here - https://vimeo.com/39085091.