'Drive Change': Toyota Champions Hydrogen Fuel Cell Tech in Beautifully Animated Short
Car Company Works With Droga5 to Rally the Environmentally-Minded
Editor's Pick
Just in time for this year's UN summit on climate change, Toyota released its latest "Turning Point" campaign teaser for its fuel cell vehicles.
In this beautifully animated video, three-dimensional renderings illustrate a rather grave voiceover actor's words. With the help of Droga5, the car company calls upon the environmentally-minded and early adopters of hydrogen fuel cell technology to "drive change" at the height of the hydrogen fuel propulsion debate.
From the first sequence that tracks a crack in the earth's crust, to the blocks and buildings that appear to be made of coal, the graphics are the core of this video.
"This was as much a technical challenge as a creative one," a Droga5 spokesperson told Creativity. "Going from tactile macro shots to vast, abstract cityscapes is always a great challenge." The 3D land and cityscapes were meticulously designed in 3Dmax, XSI and Cinema4d. All of the compositing was done in Nuke and After Effects.
The video is available on YouTube and on a website built for Toyota by Droga5
Credits
- Date
- Sep 22, 2014
- Brand :
- Toyota
- Client :
- Toyota
- Agency :
- Droga5
- Chairperson :
- David Droga
- Chief Creative Officer :
- Ted Royer
- Executive Creative Director :
- Neil Heymann
- Creative Director :
- David Gibson
- Creative Director :
- Nathan Lennon
- Copywriter :
- Johan Gerdin
- Senior Digital Designer :
- Devin Croda
- Chief Creative Officer :
- Sally-Ann Dale
- Head of Broadcast Production :
- Ben Davies
- Broadcast Producer :
- David Fisher
- Chief Strategy Officer :
- Jonny Bauer
- Head of Brand Strategy :
- Teodor Florea
- Group Brand Strategy Director :
- David Gonzales
- Communications Strategist :
- Elsa Stahura
- Junior Brand Strategist :
- Emily Mulvey
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