Tuesday, January 16, 2018
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Noam Murro Directs "Cinderella" For Toyota C-HR, Saatchi


Robert Goldrich
Tuesday, Jun. 13, 2017


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Toyota Motor North America and Saatchi & Saatchi unveiled this “A New Story Begins” campaign for the automaker’s new vehicle: the first-ever Toyota C-HR. 

The campaign inserts the Toyota C-HR into classic and traditional stories of mischief-makers, updated for the modern age. “We wanted to create a modern version of mischievous childhood fairy tales but with a twist and a fresh perspective to show that these stories are part of our present modern folklore. These stories are actually the stories we tell ourselves. The Toyota C-HR is the focal point of all of these, reminding you to see the world differently and to become heroic mischief makers for the modern age,” said Renato Braga, Saatchi & Saatchi’s creative director. 

The debut spot in the campaign is this one directed by Noam Murro of Biscuit Filmworks which reimagines a modern version of the Cinderella fairytale. “Cinderella,” which screened recently in cinema theaters, reimagines a modern version of the Cinderella fairytale. Played to a backdrop of urban city lights, Cindy is stuck working late while her co-workers go to a fashion show. Like the rebellious Toyota C-HR, she takes charge and breaks the rules of conformity and escapes in her present day Toyota C-HR carriage.


Client Toyota Motor Sales, USA, Inc. Agency Saatchi & Saatchi LA Jason Schragger, chief creative officer; Fabio Costa, executive creative director; Renato Braga, creative director; Avram Klein, associate creative director/copywriter; Andrew Reizuch, associate creative director/art director; Alfredo Adan, sr. art director; Albeto Portas, sr. copywriter; Robison Mattel, art director; Gabriel Morais, copywriter; Lalita Koehler, executive director, integrated production; Sara Seibert, director of content production; Pamela Parsons, executive content producer; Antonietta Croft, broadcast producer; Nick Ngal, executive producer (360); Kristen Hosack, music supervisor. Production Biscuit Filmworks Noam Murro, director. Editorial Rock Paper Scissors, Biff Butler, editor; Rebecca Baker, Denice Hutton, producers. Finishing/VFX/Design The Mill Chris Knight, Robert Sethi, creative directors. Telecine Shed Yvan Lucas, colorist. Music “Bibbidi-Bobbidi-Boo,” courtesy of Walt Disney Music Company, re-recorded by Future Perfect. Sound Design/Audio Post Michael Anastasi, sound designer; Rohan Young, mixer.

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