TOYOTA // The Journey

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THE ART OF THE JOURNEY

“The Journey is a story about a dad who sets on a road trip with his son to chase a lost letter to Santa, only to realize that bonding with his son is the biggest treasure he could possibly find,” said Gustavo Sarkis, Chief Creative Officer for Conill. “2020 has been a tough year for everyone, everywhere. However, one positive thing that this crisis has taught us is that there is nothing more important than those that you love.”

Produced in both English and Spanish, “The Journey” premiered during the Thanksgiving Day Parade and Sunday Night Football. The campaign officially launches December 10 across a variety of Spanish and English programming on broadcast and digital channels.

FRAMES

CHARACTER DESIGN

We wanted to create a Latin american family that everyone can relate. We've tryed to create a regular family, with real features, cartoony but not overly exagerated. A design focus on convey emotion.

CHARACTER EXPLORATIONS

EARLY CHARACTER STUDIES

STORYTELLING

STYLE FRAMES

We had the challenge of putting together the heartwarming mood of christmas with the adventurous style of the AllTerrain RAV4. A fine balance between warmth and thrill

EARLY STUDIES

COLOR KEY

We've shaped the colours of the journey as a media to convey emotion. it was very challenging to keep the product lightened up all the shots it appears, but still have an emotional arch and a passing time very explicit throughout the movie

LOOK DEV

We wanted that the city could be anywhere in us, there's a bit of colorado, California, New York and other places for inspiration. The family house must be of someone with a more adventurous style, ready to answer the call of the journey. The car was our main concern, it has to be more real then the real one, and it got great very fast thanks to a very talented team of car experts.