Atyp – Toyota Commercial For Droga5

September 26, 2014
by Tim Rabjohns

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    Brighton based design studio Atyp recently won the job of producing and conceptualising the latest Toyota hyrdogen car commercial for Droga5 from New York.

    I spoke to  creative director Merlin Nation to find out a bit more:  “This was an amazing job to work on – we were given a really brave script that engages the viewer in the provocative and absorbing debate surrounding this sustainable alternative to fossil fuels.

    Droga 5 came to us with a detailed creative concept and some references.  We worked hard to turn that into something that made sense on screen – especially in terms of the transitions from one scene to another.

    I also wanted to say that analog were great partners for us – they were able to collaborate with us on a creative level and also deliver the goods technically.  Their ability to give the film it’s necessary tactile quality through use of textures was invaluable.

    I also noticed that there is a very reduced colour palate in the film – mainly black, white and blue, which is not a colour that you associate with an eco car.  Merlin told me that “the agency keen not to lean on the eco credentials too much, so the colour blue is more about the tech than the green credentials which felt like a refreshing and inventive way of marketing a new car.

    Toyota_02The ‘line’ was used as a repeat motif and the visual element that leads us through the film.  Beginning with the carbon line representing our current use of archaic fossil fuels, through the crumbling carbon city until it’s finally reborn as the blue ‘hydrogen paved highway’- Toyota’s vision for the future of car propulsion.

    I think it’s also fair to say that Droga5 were being quite bold by not featuring any people in the ad.  they are normally included to sell a ‘lifestyle’, but this seems beyond that.

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    As an aside I also wanted to show you the work Atyp did for the Rolling Stones tour visuals this year for their ‘On Fire’ tour intro film.  The film, designed to work seamlessly with a choreographed lighting sequence builds excitement before Mick, Keith, Ronnie and Charlie appear on stage banging out the opening riff of the show!
    Produced by Sam Pattinson at Treatment Studio.

    Toyota credits:Production Company: ATYP, Directors: Merlin Nation, Chris Angelkov, Executive Producer: Debbie Crosscup, Post Production/Animation: Analog, Grade: The Mill, Producer: Heath Raymond, Telecine: Matt Osborne/Mikey Rossiter, Music: Rob Burger Music


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