In a break from the norm, we thought we’d do a post about our latest work. So instead of our usual ramblings, this is going to be about our new campaign for the Toyota Auris.
Some months ago, we got a brief to make a stir about the new Auris Hybrid. To communicate that this is a vehicle which recycles its energy as it drives – meaning you get your energy back. This car looks like an ordinary hatchback (as opposed to some hybrids, which look like hybrids). So we wanted to both showcase the incredible energy, but also play into this element of hidden energy and surprise.
the idea was to park the car in a normal, everyday location, and then use projection mapping to showcase the Hybrid
technology inside it, coming out as if by magic. So as people walked past it on the night, it appeared to come alive. The 3D projection shows the car transforming; it’s bodywork peeling back, (iron man style), to reveal a glowing blue light, which symbolizes the car’s Hybrid energy.
The blue light then escapes from the car and ‘energises’ objects in
the surrounding environment – before going back into the car, demonstrating how the Auris Hybrid gets its energy back. Ultimately, we hoped this would be an innovative way to showcase
an innovative car. And, to make people realise that this energy is extraordinary – by showing it doing extraordinary things.
Happily, we got quite a big crowd on the night of the stunt. Even a passing random musician, who decided to play his guitar in front of the car. After the stunt all the photos, vidoes and tweets that happened as a result were then pulled into the campaign’s hub site.
You can see the resulting film here if you like. And for people interested in the 28,000,000 pixels of texture and 200,000 lumens of power- side of things, there is the Making Of video.
Not to sound like we’re at the Oscars or anything, but we wanted to put the credits up to thank everyone who made this project happen. So here comes a shamelessly long list of credits.
All that’s left to say is please forgive this one indulgent, work-related blog. Promise a return to normal service after this.
Creative Director – Seb Royce
Creative Team – Lol and Nat (with help from Adam, Lewis and Fraser)
Production Director – Julie Hart
Senior Producer – Tony Coppola
Account Director – Jess Burvill
Account Manager – Alex (the Jenarator) Jena
Head of Innovation- Dom O’Brien
Innovation Director – Andy Kinsella
Planners – Michaeljon Alexander-?Scott & Katie White
Production and Post Production – Superglue
Live Action Director – Mark Jenkinson
Animation Director Simon Cam ( He didn’t sleep from July to September…)
CG Lead – Gavin Rothery
CG Artist – Marcus Chaloner
Producer – Jax Evans
Production Managers – Vicki Banwell & Marilyn Napaul
DOP – Ed Rutherford
Editor – Jose Gomez
Assistant Editor – Jamie Jenkinson
Music and Sound Design – Resonate Music
Projection Mapping Software and Services
Igloo Vision 360