Toyota reveals in-cinema director anthology concepts

Cristina Blanaru Ads, Creativity

Toyota introduces a cinematic short film series directed by award-winning director Vania Heymann based on its “Let’s Go Places” tagline, that familiarizes audiences with the Prius and the Camry. The automotive giant partnered with National Cinemedia’s “pro-tainment” platform to challenge the brand’s tagline “Let’s Go Places” and seek a deeper meaning in it.

In the first two episodes, Toyota takes a daring step in branded content, removing itself almost completely from the content and letting storytelling do the work. The shared themes and cinematic scores seek to enhance the movie-going experience for audiences, which celebrate the ways people interpret the concepts of curiosity and exploration.

The films stand alone, but feel cohesive with the surreal ‘time travel’ theme. We wanted to draw our viewers in. The goal was to get audiences emotionally invested in our characters and stories, which capture the spirit of “Let’s Go Places” in unexpected and thought-provoking ways

Daniel Barak,

Creative Director  Saatchi & Saatchi

The films were created in a collaborative effort with Saatchi LA and Iconoclast, whose roster includes director Vania Heymann, producer Natan Schottenfels, and creative director Daniel Barak. Each short film encompasses the spirit of the vehicle, while still reinforcing the “Let’s Go Places” tagline. “We strove to conceptualize a breathtaking body of work that encourages viewers to think”, said Heymann.

 

Credits:

  • Created by: Vania Heymann & Daniel Barak
  • Agency: Saatchi & Saatchi Los Angeles
  • Chief Creative Officer: Jason Schragger
  • Executive Creative Director: Fabio Costa
  • Creative Director: Daniel Barak
  • Senior Copywriter: Shiran Teitelbaum
  • Senior Art Director: Alice Blastorah
  • Exec. Director, Integrated Production: Lalita Koehler
  • Director of Content: Sara Seibert
  • Executive Producer: Rodrigo Vargas
  • Production Company: Iconoclast
  • Director: Vania Heymann
  • EP & Managing Director: Charles-Marie Anthonioz
  • Executive Producer: Jean Mougin
  • Producer: Natan Schottenfels
  • Line Producer: Patti Getker
  • Director of Photography: Michael Ragen
  • Editor: Gal Muggia, Amir Winkler
  • Grade: Company 3
  • Post Production: Gravity Films
  • Sound Design: Soundhouse
  • Colourist: Sofie Borup
  • VFX Supervisor: Itay Schiff
  • Sound Designer/Composer: Assa Raviv