Today Toyota quietly brought their new 2015 FCV (Fuel Cell Vehicle) to San Francisco  for a demo today. Along with it they launched a new micro site, and a fancy animated teaser video to go along with it. All of this came to my attention when I saw a couple of demo videos online  and did a search for the car. This is actually pretty exciting as far as I’m concerned. I know there are nay sayers , and folks that quickly dismiss the technology, but anything to get us away from fossil fuel use is fine by me. The car is only going to be available in California at first, but hopefully it will roll out on a national level soon.

The video below was produced by Brighton based ATYP Studio and Droga5 with post and animation done by London based, Analog. Following a brief that called for “simplicity, elegance, and sophistication, while ensuring strong storytelling and the human hand” The team pulled off a really refreshing way of marketing a very ubiquitous item. Yes it’s new technology, but its still a car. The team uses a line as a repeated motif and visual connector that leads the viewer through the spot that weaves through the visuals showing archaic fossil fuels, crumbling carbon cities, and emerging as a blue hydrogen highway that represents Toyota’s vision for the future of car propulsion. It’s a nice teaser and one that got me to actually go to the Toyota microsite and sign up for more information.