Toyota Prius - 'ASPHALT BIRTH' - (2007) :30 (USA)

Editor Nick Lofting's latest collaboration with Smuggler directors Stylewar is Toyota "Asphalt Birth," via Saatchi & Saatchi CA. In the spot, a Toyota Prius tools down the road, only to be consumed by the asphalt and delivered in the form of the new Camry Hybrid. 

"I liken cutting this spot to acting opposite a green screen, in that you have to estimate the timing of the shots and cuts to match a visual that is not there yet," Lofting explained. "With every cut, more dimension and layers appear." Adding complexity to the process was the 'pod' or 'cocoon' in which the Camry gestates, so to speak.

"It was similar to a puzzle, working with the many pieces of the evolving cocoon to formulate the action onscreen," Lofting said "It really did keep evolving right up to the hour before we shipped the tapes," agreed Amanda Miller, who produced the spot for Saatchi & Saatchi CA.
"We would have animation locked and then realize that after adding texture or dust that the wrap shot would need to be tweaked again, so even while we were deep into the VFX we were working with Nick to refine the offline, which trickled down into sound design and music. Both Method and Union were incredibly agile - I don't think they´ve recovered yet from what we put them through."

ADVERTISER: Toyota Camry Hybrid
SPOT TITLE(S): "Asphalt Birth" :30

Executive Creative Director: Harvey Marco
Producer: Amanda Miller
Director of Broadcast Production: Damian Stevens
Creative Director(s): Mark Taylor
Copy Writer: Raymond Hwang
Art Director: Juan Bobillo
Idea Management Director: Kristin Beizerman
Idea Management Group Director: Chuck Maguy
Account Executive(s): Chris Yeo, Shayan Amir-Hosseini

PRODUCTION COMPANY: Smuggler/bicoastal
Director: Stylewar
Executive Producer: Patrick Milling Smith, Brian Carmody
Head of Production: Allison Kunzman, Laura Thoel
Producer: Jeff Miller

Editor: Nick Lofting
Executive Producer(s): Megan Dahlman, Michael Raimondi

Sound Designer: Stephen Dewey
Composer: Adam Schiff
Producer: Shari Christensen
Assistant Producer: Beth Prandini
Executive Producer: Vicki Ordeshook

POST VISUAL EFFECTS: Method Studios/Santa Monica, CA
CFX: Cedric Nicholas
Producer: Allyson Nevil
AUDIO POST: Ravenswork/Santa Monica
Mixer: Eric Ryan
Producer: Holly Musselman

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