Camry | Every Bit Brilliant
The "Every Bit Brilliant' campaign for the Toyota Camry is a refreshingly unpretentious and inventive tale about finding inspiration and the connectivity of ideas.
London's Academy Films director Nick Gordon's engaging and understated 60 second spot features earnest young engineers in lab coats carrying out experiments and exchanging ideas on the development of the new Camry..
Above their heads, these ideas are depicted as 3D 'widgets' - actual objects that each person is bringing to the table. The spot follows the journey of a 'widgetless' team member struggling to find his own contribution.
VFX supervisor Simon Maddison recalls "some of the widgets were complete inventions on our part; some were inspired by real objects found in auto-shops and science journals, while a few were specific parts supplied to us." Final designs of all the widgets were developed in close consultation with production designer, Michael Phillips.
The existing objects were shot on a turntable on green screen with the others created in 3D. The widgets were then tracked into each shot utilizing purpose-built tracking markers that the actors wore on their heads, which also served as handy eyeliner references for the actors.
Client: Toyota Camry
Agency: Publicis Mojo Sydney
Creative Director: Micah Walker
Creative Team: Paul Sharp, Jon Rosen
Agency Producer: Sacha Loverich
Production Co: Academy Films, London
Director: Nick Gordon
EP: Sally Campbell
Producer: Laura Kanerick
Fuel VFX Supervisor: Simon Maddison
Fuel VFX Producer: Dave Kelly
Line Production Co: Goodoil Films
Line Producer: Julianne Shelton