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Super Bowl 2012

Toyota - It's Reinvented


Saatchi Shows Us Just How Fantastic Toyota’s 2012 Camry Is

Saatchi & Saatchi L.A. and Toyota Camry want viewers to be clear: the 2012 Camry is reinvented. In their new spot-"It's Reinvented"-we are transported to a fantastical world chock full of pleasantly quirky conveniences that are a metaphor of Toyota's goal to keep upgrading the Camry to the point of consumer bliss. The Mill L.A. created this comical Super Bowl spot's VFX, including hunky human furniture, blenders that sing Lionel Richie and edible curtains made of pepperoni pizza!

"'It's Reinvented' is another terrific opportunity we've had to work with Saatchi & Saatchi L.A. on the Toyota Camry 2012 launch which we began last Fall with 'Built,'" comments Arielle Davis, our Head of Production. "We have had that workflow and pipeline of communication with the agency team at all levels, from ECD to CD to art director and copy writer. It was kismet to take it to the next level on the Super Bowl."

The Mill team was tasked with combining plates, compositing CG and various clean up, including a time travel FX on the spot's time traveling baby. CG animation included a vigilante plant and a particularly complex scene involving a CG transition of a chubby person to a skinny person while he stands in the rain, in both a close-up and wide shot. "Keeping the facial transition photo real that close to the camera and in the water was challenging," Davis says. "It was a great effort from our 3D team-Lead 3D Artist Gawain Liddiard and 3D Artist Meng Yang-and our 2D team-VFX Supervisor/Lead 2D Artist Phil Crowe, Nuke Artist/Compositor Dag Ivarsoy and Nuke Artist/Compositor Pete Hodsman."

Babies time traveling? Miniature golf at the DMV? Grandpa's eating pizza curtains? Only on the Super Bowl!



  • Agency: Saatchi & Saatchi LA
  • Producer: Richard Bendetti
  • Creative Director: John Payne
  • Account Director: Andrew Corpman
  • ECD: Chris Adams, Margaret Keene
    ACD/AD: Jera Mehrdad
    AD: Scott Wilson, Verner Soler
    CW: Marcin Markiewicz, Matthew Poitras, Graham McCann, Scott Model
    Director of Integrated Production: Tanya LeSieur
    Executive Broadcast/Content Producer: Richard Bendetti
    Associate Broadcast/Content Producer: Dan Paquin


  • Production Company: MJZ


  • Editing Company: Rock Paper Scissors
  • Editor: Kirk Baxter
  • Edit Assist: Jeff Sharpe

Post-Production / VFX

  • Post-Production / VFX Company: The Mill
  • Executive Producer: Sue Troyan
  • VFX Producer: Arielle Davis
  • Shoot Supervisor: Paul O'Shea
  • 2D Lead Artists: Phil Crowe
  • 3D Lead Artists: Gawain Liddiard
  • 2D Artists: Sarah Eim, Tim Bird, Nuke: Dag Ivarsoy, Syam Sundar, Peter Hodsman, Rodrigo Armendariz, Remedy Huynh,
  • 3D Artists: Gawain Liddiard, Meng-Yang Lu, Martin Rivera, Tim Quarry
  • Production Coordinator: Kiana Bicoy
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