In conversation with hybrid technology
Read MoreInformed by common questions about hybrids, Toyota set out to create a campaign to share the vision of their pioneering automotive technology.
Briefed to create a series of 22 short films, each one a response to a question, Territory worked in close collaboration with commercials director Bugsy Steel to bring the the conversation between individual and vehicle to life.
Designed to demystify complex technology with easily accessible infographics, we blend live action and voice over with light effects and motion graphics to illustrate the benefits and advantages of Toyota’s approach to hybrid vehicles.
Drawing on Toyota’s colour palette, we advised on practical in-camera lighting effects and combined these with motion graphics in post to create the impression of dynamic intelligence. The result is a subtle aura that activates in response to a question, triggering animated graphic elements to further clarify and illustrate complex points.
As part of the brief, we were asked to create a dynamic end frame type development that combined HYBRID and TOYOTA in one graphic animation. Experimenting with mechanical and motor references, we delivered an animated logo that seamlessly blends distinct typographic styles into one cohesive mark.
