January 11, 2012
Serial Cut for Toyota Prius
Serial Cut designs the campaign for the new Toyota Prius V. Saatchi & Saatchi LA commissioned the Madrid-based studio for Toyota USA. It is the biggest campaign Serial Cut has ever put together. The visuals highlight three features of the new Prius V: more versatility, efficiency, and connectivity. It took several months of pre-production, a six-day photo shoot and two months of post-production to complete the design.
Serial Cut used a youthful, vibrant, and highly contemporary approach to express the essence of the new Prius V and its themes through 3D visuals. Versatility is explained by the large amount of space available in the trunk. A myriad of colorful objects, from kids and dogs to balloons and topiaries, are shown flowing from the car. Efficiency is demonstrated by showing the multitude of activities one could do on the car’s exceptional fuel efficiency. Finally, the new Prius V offers mobiles apps like Bing, iHeartRadio, MovieTickets.com, OpenTable, and Pandora through the Entune system. Visualizing all the apps attached to the car shows the new connectivity. Each object flowing from the open trunk was photographed several times to emphasize the three themes.
Watch a making-of video of the new Toyota Prius V campaign below.
See more of Serial Cut’s portfolio here.
Client: Toyota Prius
Agency: Saatchi & Saatchi LA
Creative Director: Fabio Simoes Pinto
Art Buyer: Cindy Rowe
Talent: Serial Cut
Production: The Mushroom Company
