The original Toyota Prius, now in its third generation, is being joined by three new models; the Prius v coming in fall 2011, the Prius Plug-in and the Prius c Concept- both coming in spring 2012.
To introduce viewers to the growing Prius Family from Toyota, Saatchi LA devised an unusual effect for a television commerical, creating one metaphorical person by assembling 18 different human bodies - a unique way to communicate meeting the needs of multiple people.
The metaphor then unravels when the "people person" sees the new Toyota Prius models parked outside. The spot was directed by Mr. Hide (who directed the Prius Harmony spots in which the landscapes were created with people) and was mostly shot with live-action, large-scale props, and some green-screen help to create backgrounds. The spot is airing in both 60 second and 30 second versions.
The set, a suburban neighborhood, was shot using a miniature set. See how they did it in the video below.
It took a lot of people to bring this effect to life. Below is a list of the full credits.
Agency: Saatchi & Saatchi Los Angeles
Client: Toyota
ECD: Margaret Keene
ECD: Chris Adams
ECD: Mike McKay
Creative Director: Ryan Jacobs
Creative Director: Jeff Church
ACD/Copywriter: Andy Kadin
ACD/Designer: Zach Richter
Copywriter: Kimberley Ragan
Art Director: Rebecca Johnson-Pond
Production Artist: Clint Hudspet
Director of Integrated Production/Multimedia: Tanya LeSieur
Broadcast Senior Producer: Jennifer Pearse
3D Producer: Carl Deo
Prod. Co.: The Sweet Shop
Exec. Producer: Philip Detchmendy
President of Prod. Co.: Paul Prince
President of Prod. Co.: Steve Dickstein
Director: Mr. Hide
Editing Company: Bikini Editorial
Exec. Producer: Gina Pagano
Editor: Avi Oron
Assistant Editor: Sterling Robertson
Finish/Special Effects: Eight VFX
VFX Supervisor: Jean Marc Demmer
Exec. Producer: Baptiste Andrieux
Exec. Producer: Shira Boardman
VFX Producer: Donna Langston
VFX Coordinator: Douglas Scruton
Roto & Paint: Marianne Magne
Roto & Paint: Chris Fregoso
Roto & Paint: Natalia Schkliar
3D Artist: Mathias Jourdes
3D Artist: Shuichi Nakahara
3D Artist: Jerome Platteaux
3D Artist: Kevin Culhane
3D Artist: Oliver Arnold
3D Supervisor: Giancarlo Lari
3D Supervisor: Vania Alba-Zapata
Compositor: Raphael Mosley
Compositor: Andy Davis
Compositor: Mathieu Caulet
Compositor: Yann Mallard
Compositor: Stephane Allender
Compositor: Marcelo Pasqualino
Compositor: Dave Stern
Compositor: Joe Chiao
Compositor: Tony Petitti
Compositor: Colleen Smith
Music/Supervisor: Agoraphone Music/ Beth Urdang
Music/Editor: Go Home Productions/ Mark Vodler
Sound Design/Mix: Lime/ Rohan Young