Droga5 NY Takes Us on a Hydrogen Paved Highway for Toyota

Toyota’s highly anticipated 2015 launch of the worlds first commercially available, hydrogen powered, fuel cell vehicle (FCV) called for a striking and powerful ideology to be conveyed.

In this spot through Droga5 NYC, the focus was to create a film of elegant beauty and simplicity with a palpable sense of the human hand in the visual storytelling. 

To create a spot that entices the viewer to sit up and take notice of this pioneering moment in motoring history.

Atyp directors handled this with aplomb, crafting a rich visual journey that breathes life into the film’s dialogue in a variety of visual ways, whilst maintaning a seamless flow and coherent aesthetic.

The simplicity of the line as a metaphor for an ideological movement was used as a repeat motif and the main visual element that leads us through the films landscapes and worlds to mesmerising effect. Beginning with the carbon line on paper representing the current use of archaic fossil fuels, through a crumbling carbon city until it is finally reborn as the blue ‘hydrogen paved highway’ that depicts the turning point that we are all fast approaching.

Full Credits

Production Company: ATYP

Directors: Merlin Nation, Chris Angelkov

Executive Producer: Debbie Crosscup

Client: Toyota

Campaign: The Turning Point

Title: The Turning Point

Launch Date: September 16, 2014

Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Executive Creative Director: Neil Heymann

Creative Director: David Gibson

Creative Director: Nathan Lennon

Copywriter: Johan Gerdin

Digital Designer: Devin Croda

Chief Creation Officer: Sally-Ann Dale

Head of Broadcast Production: Ben Davies

Broadcast Producer: David Fisher

Group Brand Strategy Director: David Gonzales

Communications Strategist: Elsa Stahura

Junior Brand Strategist: Emily Mulvey

Group Account Director: Steven Panariello

Account Director: Bola Adekoya

Account Manager: Dave Murphy

Client: Toyota

Director of Digital & Integrated Marketing Strategy: Kimberley Gardiner

Post Production/Animation: Analog

Grade: The Mill

Producer: Heath Raymond

Telecine: Matt Osborne/Mikey Rossiter

Music: Rob Burger Music

Composer: Robert Burger

Sound: Heard City

Mixer: Phil Loeb

Voiceover: Brian Bascale