When Droga5 got in touch with New York to ask if they wanted to pitch on a commercial to launch the new hydrogen powered Toyota they jumped at the chance to be involved in such a pioneering point in the history of motoring. Droga5 then received a truly brave script that engages the viewer in the provocative and absorbing debate surrounding this sustainable alternative to fossil fuels.
Brief
The brief called for simplicity, elegance, and sophistication in the film, whilst ensuring a palpable sense of a human hand in the visual storytelling. This felt like an incredibly refreshing and inventive way of marketing a new car and was something we were thrilled to be a part of. The sensibilities of the project were completely aligned with our creative approach and working methods as a studio.
Approach
Working closely with the creative team at Droga5, our winning response was to craft a rich visual journey that breathes life into the film’s dialogue in a variety of visual ways, whilst maintaing a seamless flow and coherent aesthetic.
The line was used as a repeat motif and the visual element that leads us through the film. Beginning with the carbon line representing our current use of archaic fossil fuels, through the crumbling carbon city until it’ is finally reborn as the blue ‘hydrogen paved highway’; Toyota’s vision for the future of car propulsion.
Post production and animation was expertly handled by the talented team at Analog.
Creative Credits:
Production Company: ATYP
Directors: Merlin Nation, Chris Angelkov
Executive Producer: Debbie Crosscup
Client: Toyota
Campaign: The Turning Point
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Neil Heymann
Creative Director: David Gibson
Creative Director: Nathan Lennon
Copywriter: Johan Gerdin
Digital Designer: Devin Croda
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Broadcast Producer: David Fisher
Group Brand Strategy Director: David Gonzales
Communications Strategist: Elsa Stahura
Junior Brand Strategist: Emily Mulvey
Group Account Director: Steven Panariello
Account Director: Bola Adekoya
Account Manager: Dave Murphy
Director of Digital & Integrated Marketing Strategy: Kimberley Gardiner
Post Production/Animation: Analog
Grade: The Mill
Producer: Heath Raymond
Telecine: Matt Osborne/Mikey Rossiter
Music: Rob Burger Music
Composer: Robert Burger
Sound: Heard City
Mixer: Phil Loeb
Voiceover: Brian Bascale
