Most car configurators work alike. You choose a model, selects a body-color and rims. At best, you can select an interior package. That is all. No emotions, no interaction, no fun.
In order to start a new chapter for configurators the creative agency INSTNT with RTT created Toyota Realtime Escape: An interactive, story-based configurator. Chased by the police, the Toyota GT 86 drives through a city. Once escaped in a backyard, the user gets the chance to reconfigure his car in realtime. After that, with the new configuration, the police will have a hard time finding the runaway Toyota.