Motion / Toyota ‘IQ’

Toyota ‘IQ’ main image
Live Action25%
CGI35%
Photo10%
Post30%
  • Toyota ‘IQ’ image 1
  • Toyota ‘IQ’ image 2
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From underground and train station digital displays to the IMAX wraparound billboard, to TV; the Toyota iQ campaign encompassed all advertising mediums, in print, digital and broadcast.  Commissioned by Glue Isobar, London for Toyota, TJ worked on this integrated campaign for the release of the Toyota iQ. The campaign was to highlight the small car’s innovation in design and unique personality.  Producing the digital panels, including the colour palette indicative of the campaign, was just one of the challenges in delivering the content.
The animation used around the UK on TV and digital, showed a detailed transformation of a black cube frame surrounding the four people that the car is able to carry. The assets created were re-used across print, digital and broadcast media. With the proliferation of digital billboards and interactive marketing, TJ can create 3D images and animation for multi-media use.

Credits

  • Client | Toyota

  • Agency | Glue Isobar, London

  • Director | Taylor James

  • Prod Company | Taylor James

  • Creative Direction | Glue Isobar/ Taylor James

  • CGI & Post | Taylor James

Extras

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'Behind the scenes'

We'll tell you more about how this project was produced shortly, but we feel that the images speak for themselves, so here's a quick peek at what happened in the studio and with CGI...
Toyota ‘IQ’ behind the scenes image 1
PRE-PRODUCTION / AGENCY STORYBOARD
Toyota ‘IQ’ behind the scenes image 2
PRE-PRODUCTION / EFFECTS STUDY
Toyota ‘IQ’ behind the scenes image 3
PRE-PRODUCTION / STORYBOARDS
PRE-PRODUCTION / PRE-VIS
Toyota ‘IQ’ behind the scenes image 5
PRE-PRODUCTION / APPROVED CAR POSITION
Toyota ‘IQ’ behind the scenes image 6
PRE-PRODUCTION / LAZER EFFECTS
PRE-PRODUCTION / LIGHT TESTS
PRE-PRODUCTION / CUBE TESTS
PRODUCTION / LAZER EFFECTS DEVELOPMENT
PRODUCTION / PRE VIS
PRODUCTION / MORPHS DEVELOPMENT
PRODUCTION / CONTACT EFFECT
PRODUCTION / CONTACT EFFECT
PRODUCTION / ANIMATIC
PRODUCTION / LAZER EFFECTS
POST-PRODUCTION / FINAL