Toyota All-New 2023 Prius
This is Prius Now
The all-new Prius is reimagined to bring a fresh perspective making you say, “It’s _ Now.”
The Prius is iconic for better or for worse, and its accomplishments in the auto industry are undeniable. The new 2023 model breaks the public understanding of what a Prius was, with a fresh look of what the Prius is now. It has power now. It has style now. It has state of the art tech now. This campaign explores what makes this new model special.
Toyota
All-New Prius
Vehicle Launch
MY23
Role
Art Director
Video | Unreal Engine 5
A first for Toyota North America to feature car ads made purely with Unreal Engine 5. We created our own story boards and collaborated with an animation studio to dial in the story to simulate imperfect realism in a digitally perfect world.
The Look
In order to make the Prius feel sporty, engaging and convey it has enough power to make any road fun, we used a lensing effect that would create a wider front end look, and make the Prius appear planted on the road.
The Story
Throughout the story, we wanted the camera to be at a lower angle to make the Prius look sporty and aggressive, and we incorporated simulated camera shake to make it feel natural.
The Look
To set up the punchline effectively, a tunnel with a curved ceiling resembling a normal road was necessary. This allowed for capturing the Prius from a heroic angle, emphasizing its sleek body lines. The AWD feature was showcased in a slightly slick environment with accentuating lighting.
The Story
We wanted this spot to convey a sporty and capable feeling. While we opened on the Prius gripping the ceiling, we reveal the Prius’s AWD capabilities in a fun way while still conveying it’s planted on the ground, and keeps its grip throughout the footage.
Video | In-real-life
Media is highly distracting, and constantly fighting for viewers’ attention. Knowing this nuance of consumer behavior, we intentionally shot our spots wide with minimal use of cuts, which created visually simple and quick-to-get stories.
Video | Social
n order for our stories to feel bespoke to their media placements, and not high production ads, we curated the work to feel native to the type of content that is normally found on their respective platforms.