This is the archived SXSW 2012 schedule. Please see the current schedule here.

This Will Blow Your Mind: The Prius-Inspired Bike

#sxsw #PriusBike


The Prius X Parlee (PXP) bike asks the world to consider: “What if the Prius weren’t a car?” Inspired by the Prius philosophy, the PXP is the latest innovation from Toyota and Saatchi LA, as part of Toyota Prius Projects (, an initiative developed to create conversations and advocacy within new consumer niches.Toyota has a long history of sharing their innovations to improve our way of life, and the PXP concept bike is no exception. It features eco-friendly materials, comfort, efficiency, and groundbreaking technology – including a helmet that enables a cyclist to switch gears through “thought-sensitive” technology. This first-of-its-kind bicycle helmet was developed in partnership with Deeplocal, and the bicycle design was developed with Parlee. This panel will take you behind the scenes during the brainstorming, development, testing, and execution of the coolest bike ever made.



Bob Zeinstra Natil Advertising & Strategic Planning Mgr Toyota Motor Sales USA

Bob Parlee Founder Parlee Cycles

Chris Adams Exec Creative Dir Saatchi & Saatchi LA

Every day, Chris wakes up hungry for new ideas and new ways of sharing them with the world. As Executive Creative Director of Saatchi & Saatchi LA, he's focused on creating an environment where everyone, in every department, is as excited as he is about big ideas - the ones that change the conversation, get people to participate in them and become a part of popular culture. In his career, he’s helped launch iTunes, iPod, The Beatles’ debut on iTunes, the “Dogs Rule” campaign for Pedigree and the 100% electric Nissan Leaf. Today, he's proud to be helping Toyota lead the way, not just with world-changing cars like the Prius, but also with world-changing initiatives like Ideas for Good.

John Watson Author for Prolly is not Probably Prolly is not Probably

John Watson, began the website Prolly is not Probably in 2006 while residing in Brooklyn, New York. For over 5 years it has thrived as he documents the multiple facets of cycling. With the boom of urban cycling, Prolly is Not Probably has grown to be the number one blog for the culture surrounding track bikes, fixed gears and fixed freestyle. In recent years, a large push for original content has spawned a steady flow of photo sets and portraits, all emerging from his various travels around the world.

Known for his A Day in 10 Photos, Merckx Mondays, Recent Roll, Shop Visits, and Beautiful Bicycles features, John continues to document bicycles of all kinds and his daily life through photos. Over the years, Prolly is Not Probably has been cited in the New York Times, COG Magazine, Urban Velo and other notable publications. In March of 2011, John moved to Austin, Texas where he continues to cover a cross section of cultural influences.

Patrick Miller Sr Creative Engineer Deeplocal

Patrick Miller is a Creative Engineer at Deeplocal, an internationally acclaimed innovation studio that builds compelling experiences that link the real and online worlds and provoke conversation. Deeplocal spun out of the world’s leading robotics school, Carnegie Mellon, and has been instrumental in shaping innovation in the ad industry with the development of projects like the tweet-fed, chalk-spraying Nike Chalkbot robot for the Tour de France and the Prius bicycle with mind-controlled shifting. In less than three years, the organization has received awards like AdAge Small Agency of the Year Northeast, Cannes Lions Grand Prix, and One Club Top Ten Campaign of the Decade and has built a client list that includes Nike, Toyota, Volkswagen, TBS, GAP, and others.

Patrick has degrees in physics and information science and has been featured in Creativity, the Guardian, and the Christian Science Monitor.

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