To launch the all new Toyota C-HR, BWM Dentsu, Sydney, has created a campaign aimed at a cosmopolitan demographic in search of the “Thrill of the Next”.

Brendan and his team at New Holland was commissioned to work closely with Exit Film director Ben Tricklebank to design all the concept art for the varied set pieces and experiences seen throughout.  Starting with the layout and overall aesthetic of the huge chamber hall for the C-HR to drive through, we then designed the multitude of individually themed rooms, with various robotic lighting installations, mirrored illusion walls and montage of stadium sized video screens that resolve through to the hero pack-shot of the car.

All our concept art was completed before the shoot to aid a seamless production that required innovative, live-action camera work and amazing visual effects by the talented team at Alt.vfx.

Our various room and lighting installations models were supplied to Alt, firstly for their meticulously planned pre-vis, which then flowed through to the awesome photorealistic cg seen in the completed commercial.