In formulating a new commercial for the Toyota Prius, Saatchi & Saatchi LA, Torrance, Calif., wanted to convince consumers that the gas/electric hybrid car represents a pivotal advancement in transportation—a challenging task made even more complex by the need to create an ad that would appeal to a diverse worldwide audience.
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CLIENT
Toyota Motor Sales U.S.A./Toyota Prius.
PRODUCTION CO.
@radical.media, bicoastal/international.
Tarsem, director; Paul Laufer, DP; Tommy Turtle, executive producer; Charlie Henderson, line producer. Shot on location in London, Tokyo, Cape Town and Ronda, Spain.
Pyramid Films, Tokyo.
Ron Ishimoto, executive producer; Tatsuro Iwahara, line producer; Eri Honda, production manager.
Made In Africa Films, Cape Town.
Phil Contomichalos, executive producer; Rudi Russouw, producer.
Toad Productions S.L., Mijas Costa, Spain.
Tara Toad and Hazel Mitchell, producers.
AGENCY
Saatchi & Saatchi LA, Torrance, Calif.
Steve Rabosky, chief creative officer; Greg Braun, associate creative director/art director; Max Godsil, associate creative director/copywriter; Richard Bendetti, senior producer.
EDITORIAL
Spot Welders, Venice, Calif.
Robert Duffy, editor; David Glean, executive producer; Thomas Murov, post supervisor.
POST
Company 3, Santa Monica.
Stefan Sonnenfeld, colorist; Missy Papageorge, producer.
VISUAL EFFECTS
Sea Level, Venice.
Ben Gibbs, principal/lead Inferno artist; Dan Connelly, executive producer/visual effects supervisor; Jean Luc Azzis, Inferno artist; Celest Gilbert, executive producer.
Motion Theory, Venice.
Javier Jimenez, executive producer; Kaan Atilla, art director; Irene Park and Tom Bradley, 2-D and 3-D designers/animators.
AUDIO POST
RavensWork, Venice.
Eric Ryan, mixer.
MUSIC
Asche & Spencer, Minneapolis.
Thad Spencer, composer.