Toyota and glue Isobar launch ground-breaking film

Toyota is launching a cutting-edge film featuring the latest projection-mapping techniques to showcase the unique Hybrid technology now available inside its new Auris.

The film, developed by advertising agency glue Isobar, is designed to portray the vehicle's extraordinary ability to constantly recycle the energy it uses. The 3D projection shows the car transforming; its bodywork peeling back to reveal a glowing blue light which symbolizes the car's Hybrid energy.

The energy then escapes from the car and 'energises' objects in the surrounding environment. Upon reaching a crescendo, the sequence then reverses, with the energy being drawn back into the car, thus demonstrating how the Auris Hybrid gets its energy back and deliver exceptional fuel economy.

The documentary-style piece, which is intended to appeal to a tech-savvy audience, was shot during the live event on location in a tunnel in London's Shoreditch area. Witnessed by passers-by, the film is accompanied by an original and immersive audio track.

The film will be seeded via digital channels and further social content will be curated and hosted on a dedicated campaign hub at getyourenergyback.co.uk.

The film has been produced by glue Isobar's digital film unit, Superglue, which counts Gavin Rotherby, the VFX expert behind the special effects on Bafta-winning film Moon, as one of its team members. The projection mapping software and geometry system was developed by Igloo Vision.

John Thomson, Marketing Director, Toyota, said: 'The latest film for the Toyota Auris is the perfect creative illustration of the innovative hybrid technology behind the Auris. The ground-breaking use of projection mapping in the film had produced an incredible piece of creative that reinforces Toyota's unique position as a clear technology leader in its field as well as our commitment to promoting sustainable driving.'

Lisa Fielden, Brand Development Manager, Toyota said: 'The film uses cutting-edge film projection technology to showcase our innovative hybrid technology. We hope that this creative will not only capture consumers' imagination, but also inspire them to find out more about the benefits of the hybrid technology of the New Auris'.