A pitch for a series of television commercials for the third generation of Toyota Prius, themed “Harmony Between Man, Nature and Machine.” The overall campaign aimed to highlight the car’s advanced technology and eco-friendly features by depicting a utopian landscape built entirely of people, emphasising the balance between human needs and environmental responsibility. The TVCs were directed by Hideaki Hosono (known as Mr Hide), produced by The Sweetshop and employed a distinctive cinematic technique.
My contributions
As a Director’s Assistant with The Sweetshop, I collaborated with the director and in-house creative team to develop the pitch. This included:
- Providing visual and audio references to establish the desired aesthetic and tone of the commercial.
- Contributing lighting, cinematographic and technical references to guide the visual execution of the utopian landscape concept.
- Researching styling references for the human “elements” (sun, clouds, grass) to ensure a cohesive and impactful visual representation.
Project impact
The resulting TVCs were a key component of Toyota’s broader marketing strategy for the 3rd generation Prius, which successfully expanded the car’s audience and reinforced its image as a symbol of innovation and environmental consciousness. The campaign contributed to strong sales figures for the Prius, even amidst a challenging market.