The 3 spots featured from Toyota, Nike and New Zealand Transport Authority rely on special effects to deliver their potent messages. They are quite different in their execution. Have a look at the spots (and the brief explanation of the technique) and consider the folks at MOTHERSHIP when you encounter similar combo challenges http://mothership.net/
TOYOTA "Cliff Diver"
An impressive in-camera shot creates a breathless interplay of diving and driving in this ethereal spot for Toyota by Derin Seale. To capture the amazing cliff dive, Derin scouted the elusive NZ location that delivered the right cliff height and water depth. Derin and his crew then constructed a camera descender rig over ten stories high that could follow at the speed of the diver falling, enabling him to capture one of the world’s best cliff divers in an awesome way.
Mothership's David Rosenbaum directed this spot to launch Nike's Flyknit, shoes that seamlessly fit your foot so when you run, they're almost a second skin. Using some cool visual effects created at Digital Domain, the short film extends a very tiny moment -- a bare foot hitting the ground -- until threads of the Flyknit wrap around it.
Beauty and violence come together in this powerful Derin Seale spot for the New Zealand Transport Authority that shows the devastating consequences speeding can have. Aside from the hood crumpling, all of the effects were done in camera. Crews built a 6-meter rail onto which the car was secured. When it hit the end of the rail -going only 19mph- it came to a dead stop. All of the inertia seen on the stunt actors’ faces and bodies is entirely real. To execute the action of the objects in the car, Derin hung the car (and its occupants) in a vertical rig with the speed rail on top which enabled the objects to fall using gravity, and shot it with a high-speed camera. To show the impact of the crash on internal organs, Derin worked with model makers to build a heart, ribcage and brain 4x scale, then shot them underwater, in liquid filled containers. While it was a highly technical shoot the results were both visually and emotionally stunning.