Toyota USA: Efficiency

Electric Art joined forces with UK based typographer, iLoveDust, to realise Saatchi & Saatchi LA’s important brand repositioning campaign for Toyota in the US. Creatively working together, 3D typography was constructed from various materials appropriate to the copy and the brand.Electric Art’s Creative Director, Bruce Bigelow said “What might have been shot last year is now realised at EA totally on computer. It’s not that photography is dead, just has a new relation called Virtual Photography.”Bigelow said that this was one of the more interesting, challenging and enjoyable jobs to be thrown at Electric Art for some time. In total there were 6 images over one month – all 3D, over 3 time zones (London, LA and Sydney). The first three images – Efficiency, Dependability, Longevity - will be rolled out this week.Bigelow explains, “Once the branding words were settled upon, it was over to the very groovy iLovedust agency for typographic interpretation, than then on to EA for realisation in 3D. All in all, it was a very collaborative process for all involved with Saatchi LA’s Josh Gilman, Michael Gurman and creative Director Ryan Jacobs encouraging creative input along the way.“The words had to be campaignable as a whole, but had the flexibility of being able to appear in different settings. With Dependability, for instance, the visual suggestion was one of a working art installation on a wall, yet with Longevity, the letters were seas as ‘Easter Island’ type sculptures with low camera angles and dramatic lighting”.