Toyota and Droga5 Fuel Hydrogen Car With Real Bullsh*t

Documentary Filmmaker Morgan Spurlock Directs

Published On
Apr 22, 2015

Editor's Pick

Toyota's first hydrogen fuel cell vehicle, the Mirai, is quite literally fueled by bullshit in this film out of agency Droga5 N.Y., directed by Morgan Spurlock ("Super Size Me," "Mansome," "Pom Wonderful Presents: The Greatest Movie Ever Sold").

The agency took things way, way back to high school science class for this new campaign called "Fueled by Everything," in which they make hydrogen fuel easier to understand by exposing its many sources.

In "Fueled by Bullsh*t," the first in a series of upcoming short films, a mechanical engineer and a dairy farmer team up to follow cow manure as it is processed into hydrogen fuel for a Mirai. The fun-ducational clip will live on the Toyota Mirai webpage along with supporting content including expert opinions. It will also run across YouTube, Hulu, and other social and media sites. The next film is already in the works and the campaign is set to run through the fall, coinciding with the Mirai's October California roll out.

For more information, read the full Behind the Work piece on Ad Age.


Apr 22, 2015
Brand :
Client :
Chairperson :
David Droga
Chief Creative Officer :
Ted Royer
Executive Creative Director :
Neil Heymann
Creative Director :
David Gibson
Creative Director :
Nathan Lennon
Senior Digital Designer :
Devin Croda
Art Director :
Daniel Sumarna
Copywriter :
Bryan Wolff
Global Chief Strategy Officer :
Jonny Bauer
Group Director, Strategy :
David Gonzales
Director, Strategy :
Lee Sunga
Head of Communications Strategy :
Colleen Leddy
Communications Strategist :
Parks Middleton
Chief Creative Officer :
Sally-Ann Dale
Head of Broadcast Production :
Ben Davies
Broadcast Producer :
Bill Berg
Senior Project Manager :
Anika Chowdhury
Executive Interactive Producer :
Jenn Mann
Technology Lead :
Joachim Do
Head of Art Production :
Cliff Lewis
Senior Art Producer :
Julia Menassa
Senior Art Producer :
Bianca Escobar
Photographer :
Paul McGeiver
Head of Print Services :
Rob Lugo
Executive Print Production Producer :
Jeannie OToole
National Marketing and Communications Manager :
Doug Coleman
Vehicle Marketing and Communications Manager :
Nathan Kokes
Vehicle Marketing and Communications Manager :
Logan Grizzel
Director :
Morgan Spurlock
Executive Producer :
Jeremy Chilnick
Director, Photography :
Luca Del Puppo
Staff Production Manager :
Stacey Kleiger
Producer :
Christian Kendrick
Production Company :
Warrior Poets
Editorial Company :
Final Cut - New York
Editor :
Patrick Colman
Assistant Editor :
Geoff Hastings
Executive Producer :
Lauren Bleiweiss
Head of Production :
Viet-An Nguyen
Post Production Company :
The Mill
Head of Production :
Sean Costelloe
Producer :
Jason Bartnett
Producer :
Colin Moneymaker
Colorist :
Mikey Rossiter
2D :
Anne Trotman
2D :
Molly Intersimone
Creative Director :
Christopher Palazzo
Art Director :
Pierce Gibson
Lead Animator :
Chris Mennuto
Sound Company :
Sonic Union
Mixer :
Rob McIver

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