The Mill LA teamed up with Saatchi & Saatchi and Smuggler to
create something new and unexpected for this electric new Toyota
'Avalon' spot directed by Stylewar.
The team began by conducting dangerous electricity research that
involved high voltage coils and plasma globes. This footage was
recorded and referred to by the team to enable them to capture the
subtleties of this powerful force of nature.
Robert Sethi, Mill LA's creative director explains, "Lightning
and electricity has a tendency to feel scary and dangerous.
For the spot, we needed it to feel beautiful and perceived as a
powerful constructive force."
A unique aspect of the spot is the interactive nature of the
lightning itself and the sparks which can be seen to be emitted
from the molten edges. Both the electrical pylons and the car
had to be created in CG in order to capture the light emissions
from these elements. "We felt that in order to achieve the
visual impact we wanted, we would have to include smoke, sparks,
molten edges, and some fireworks to top it all off." says Josh
Hatton, Mill LA's CG Supervisor.
"It was awesome to get back and work with Saatchi & Saatchi
and Stylewar again and create a spot where we created a car in a
new way," said Sethi. "We wanted to keep the poetic feeling as
established in the previous Toyota spot 'Formula', but create
something a little more energetic."