International production company Papaya Films helped Toyota launch its new 2017 Yaris with a new brand film for the Geneva Motor Show which is taking place March 7th-19th. Directed by Papaya’s Antoni Nykowski, the sleek video launched March 7th at the show and online and it illustrates the modernity and dynamic style of the newly revised Yaris.
The creative brief from Toyota was to capture the edginess and modern feel of the new Yaris which is targeted at younger city-dwelling audiences. The spot intertwines vibrant kaleidoscope imagery, showing off the new look and features of the Yaris with a series of lively nighttime urban scenes as the car moves through the streets toward adventure. Nykowski used LED panels to project lights and patterns onto the car’s exterior, keeping with the kaleidoscope imagery, and added hemisphere effects in post. Despite an unexpected snowstorm during production in Sofia, Bulgaria, the Papaya team was able to successfully adjust the shoot at the last minute, moving from a backlot to the city streets for the nighttime shots. Ultimately the film gives a fresh, unique look at the new Yaris that stands out from many traditional car commercials.
“I really love to shoot cars – they are designed to catch the eye and it’s always an interesting task to create the imagery and the story that will help capture the true spirit of the car,” said Nykowski. “It was such fun working with Toyota to set the tone for the new 2017 Yaris with this dynamic film.”
Stephane Rydlewski, Toyota Europe Campaign Manager stated "“With the 2017 Yaris Hybrid, we wanted the audience to fully feel the energy you have when driving this car. And Papaya did it brilliantly. 100% Hybrid fun guaranteed."