Fri, 15 May 2015 11:59:59 GMT
In the world of Mad Max, dirt is a badge of honour. The more dust and rust on a vehicle, the better.
To promote Mad Max: Fury Road a piece of downtown Toronto was transformed into a post-apocalyptic world – complete with scrap metal, pyrotechnics and of course, coloured smoke grenades. At the centre of all the chaos: The Dusty Car Wash.
People were invited to bring in their vehicles and have them covered with dust, which became canvases for artists. These artists would then re-create imagery from the movie on each vehicle, including: skulls, flames, gears, movie quotes, and even the title and release date. Once vehicles were covered with artwork, they drove away – creating mobile billboards all around the city.
This dust-filled, one-of-a-kind stunt was created by Toronto-based creative agency Lowe Roche with the support of Warner Brothers Pictures Canada, a team of Hollywood set dressers and professional artists.
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Editor: Jon Simonassi
3D Lead Artist: March De Laurentiis
Creative Director: Raj Dias
Producer: Natasha Daly
Director: Jonny Pottins/Jon Simonassi
Producer: Jonny Pottins
Production Company: Zink
Art Director: Matt Camara
Copywriter: Kelly Finnamore
Creative Agency: Lowe Roche
Designer: Ben Coles
Executive Creative Director: Mark Mason/Jane Murray
President: Jeff Dack/Marie-Lise Campeau
Producer: Beth MacKinnon
Categories: Sports and Leisure, Cinema and TheatreMullenLowe U.S., Fri, 15 May 2015 11:59:59 GMT