Publicis Mojo's new campaign for the Toyota Camry in Australia is an unpretentious and inventive tale about finding inspiration and the connectivity of ideas.
The :60 spot features earnest young engineers in lab coats carrying out experiments and exchanging ideas. Above their heads, represented by abstract 3D "widgets," are their ideas and contribution to the whole. We follow the journey of a team member struggling to find his own widget.
London's Academy Films director Nick Gordon's warm and low-key approach effortlessly conveys all aspects of the campaign's "Every bit brilliant" tag.
FUEL worked closely with production designer, Michael Phillips, regarding the widget designs. VFX supervisor Simon Maddison said, "Some of the widgets were complete inventions on our part; some were inspired by real objects found in auto-shops and science journals, while a few were specific parts supplied to us."
The existing objects were shot on a turntable on green screen with the others created in 3D. The 3D widgets were then tracked into shot utilizing tracking markers that the actors wore on their heads.
Credits:
Agency: Publicis Mojo SydneyCreative Director: Micah WalkerCreative Team: Paul Sharp, Jon Rosen, Mike BurdickAgency Producer: Sacha Loverich
Production Company: Academy Films, LondonDirector: Nick GordonProduction Company EP: Sally CampbellProduction Company Producer: Laura Kanerick
Line Production Company: GoodOil Films, SydneyLine Producer: Julianne Shelton
Fuel Credits:VFX Supervisor: Simon MaddisonVFX Producer: Dave Kelly
