Toyota Marketing Japan has launched the new Vitz with a stunning short film that has already gone viral in Japan via creative agency Tugboat and director Hideyuki Tanaka.
Tugboat and Tanaka came up with a genius way to subvert the traditional car advert format, taking inspiration from VFX breakdown reels for previous commercials by the Australian company, Alt.vfx.
In the film, shot with production company Tohokushinsha, a young director details his idea for an adventurous new Vitz campaign to a senior creative director. As the action he describes plays out on screen, the older, more experienced creative director interjects with a series of more suitable ideas, causing the action to reverse and play out again in a different way.
Using a series of wipes, rewinds, and traditional VFX breakdown techniques, the audience gets to see behind the scenes of the fictional story, playing out in real time before their eyes.
The film is an amusing ad, a VFX breakdown, and a deliciously funny observation of the creative advertising industry, all at the same time.
VFX Crew Animators
VFX supervisor – Jason Hawkins
VFX Executive Producer – Takeshi Takada
Agency - TUGBOAT/Tokyo, HAKUHODO Kettle Inc./Tokyo, HAKUHODO Inc./Tokyo
ECD - Yasumichi Oka
CD - Taku Tada/Hideaki Ooki
Art Director - Seijo Kawaguchi
Production company - Tohokushinsha Film Corporation
EP - Masakatsu Kasai
Producer - Takashi Ito
Director - Hideyuki Tanaka
Cameraman - Ekkehart Pollack
Sound Design - SongZu