Toyota C-HR: “Cinderella” | “Gingerbread Man” | “Trojan Horse”

COMMERCIAL CAMPAIGN
ROLE: Senior Flame Artist / VFX Compositor
VENDOR: The Mill
AGENCY: Saatchi & Saatchi
DIRECTOR: Noam Murro

Here’s an odd trio of high-concept spots for Toyota, all loosely based on fairy tales and historical fantasy – Cinderella, the Gingerbread Man, and the Trojan Horse. Although, I think that last one is more history than fantasy, depending on your point of view.

Each is very stylish and beautifully shot, even if the metaphorical conceit sometimes gets lost in the presentation. “Cinderella” and “Gingerbread Man” were fairly straightforward, in terms of workload. Lost of clean-up, alteration and adding of signage, and of course, car beauty. Cindy also required some digital hair dye to make her more prominent.

“Trojan Horse” required a CG Trojan Horse, and some minor beauty and cleanup. The wonderfully weird animation was outsourced to Made by Radio.

Curiously, all three spots somehow got spun into 150 deliverables, none of the them being socials.