Power house video effects and production company Imaginary Forces have created a new spot to introduce the new Toyota fuel cell vehicle. The spot is deceptively simple, which is why I have posted the behind the scenes video first. This shows a great example of blending live action with CG effects using some very sophisticated motion control cameras. One of the things I like about the making of / behind the scenes video is the fact that they talk about the concept as much as the production. They could have just shown how the commercial was shot, but the tech is only one leg of the chair. How Imaginary Forces ties the creative, and storytelling component in is equally compelling. It’s a simple idea on the surface with many complex layers underneath.
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.
A little over a year ago, Toyota began promoting the Prius through an online campaign that centered around partnering with artists, businesses, inventors, etc. The site features short films that display some really interesting things. One of the latest additions is a short film that shows Parlee bicycles building a bike that uses your brain function to control things like shifting gears.
The hand-built Prius x Parlee bike uses an iPhone App, which is controlled via a neuroheadset to let your mind change the gears, while the application uses GPS coordinates and performance data to remember how and where you were traveling at that moment in time. The next time you ride that same road, it will automatically adjust the bike settings for you, and even shift your gears the exact same way as before.