The film, developed by Glue Isobar, will launch on Thursday (7 October) and is designed to portray the vehicle’s ability to constantly recycle the energy it uses.
The 3D projection shows the car transforming; its bodywork peeling back to reveal a glowing blue light which symbolises the car’s hybrid energy.
The energy then escapes from the car and ’energises’ objects in the surrounding environment. Upon reaching a crescendo, the sequence then reverses, with the energy being drawn back into the car, thus demonstrating how the Auris Hybrid gets its energy back and deliver exceptional fuel economy.
The documentary-style piece, which is intended to appeal to a tech-savvy audience, was shot in one take on location in a tunnel in London’s Shoreditch. Witnessed by passers-by, the film is accompanied by an original and immersive audio track.
The film will be seeded via digital channels and further social content will be curated and hosted on a dedicated campaign hub at www.getyourenergyback.co.uk.
The film has been produced by Glue Isobar’s digital film unit, Superglue, which counts Gavin Rothery, the VFX expert behind the special effects on Bafta-winning film Moon, as one of its team members.
John Thomson, marketing director at Toyota, says: “The latest advertising film for the Toyota Auris is the perfect creative illustration of the innovative hybrid technology behind the Auris. The ground-breaking use of projection mapping in the film has produced an incredible piece of creative that reinforces Toyota’s unique position as a clear technology leader in its field as well as our commitment to promoting sustainable driving.”
Lisa Fielden, brand development manager, Toyota adds: “The film uses cutting-edge film projection technology to showcase our innovative hybrid technology. We hope that this creative will not only capture consumers’ imagination, but also inspire them to find out more about the benefits of the hybrid technology of the New Auris.”
This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.