Therapy Creates Interactive Campaign for Toyota
Los Angeles, CA -- Los Angeles-based editorial and post-production company Therapy Studios helps put you in the driver’s seat, literally, with a new spy-themed interactive advertising experience, “Only the Name Remains,” created by Burrell Communications and produced by Tool of North America for the totally redesigned 2013 Toyota Avalon.
The campaign kicks off with a trilogy, “Pick Up,” “Checkpoint” and “Getaway,” directed by Anthony Hoffman of Believe Media, featuring Idris Elba as a secret agent on the run from an old enemy with partner Nadine Ellis. The three-part story follows Elba as he takes his Avalon on a series of suspenseful car chases and concludes with a cliffhanger that directs audiences to www.onlythename.com to watch the dramatic conclusion.
Watch the trailer, below:
The final sequence invites audiences to explore the interactive video, “Take the Wheel,” directed by Ben Tricklebank and James Brown of Tool of North America, enticing viewers to take control of the all-new 2013 Toyota Avalon in a high-velocity evasion chase while illustrating the high-tech features of the vehicle. The interactive experience, with editorial and sound artfully crafted by Doobie White of Therapy Studios, plays like a high-end video game that strategically prompts the viewer with a combination of audio and visual cues to interact with each sequence to explore the features of the 2013 Toyota Avalon. Each attribute is a new level in the game—heighted cuts, exciting sounds and interactivity keep players engaged and moving forward until each feature is fully explored including: entune, blind spot monitor, paddle shifters, optitron instrumentation, acceleration, integrated exhaust, handling, sport mode and backup camera.
“The main challenge of this project was to keep the momentum of the action moving forward while still giving the user an opportunity to interact. We did this by giving the impression that the loops were still apart of the story. If the user doesn't react the first round we don't just cut back in time. We use unseen footage to advance the action while still giving them another chance to interact,” says White about engaging the audience and guiding them through the interactive experience.
A 30-second trailer also edited by White introduces audiences to the online site for the interactive experience, trilogy, and behind the scenes video featuring Elba as he comments on his first-ever commercial role. “It was a pleasure working with Ben and James. They had everything worked out and in the can. It was just about making it exciting, and getting the viewer involved”, White says of working with Tool of North America.
The concept created by Burnell Communications illustrates the sleek and sophisticated styling of the completely redesigned Avalon–so dramatically different, the car is unrecognizable to those in pursuit—“only the name remains.”
Source: Therapy Studios