Agency Draftfcb devised a fun way of telling people that the Toyota Corolla is now available with leather seats. They decided to make an ad about how much people love ice cream, and how messy that can be.
When Sweet Spot Content prepared their treatment for the script, they saw a formula that perfectly illustrated Draftfcb’s idea: Toyota is a family car and families love ice cream, but ice cream can be messy – and that’s why the Corolla now comes with easy-to-wipe leather seats.
“They produced a beautifully clear and lucid treatment, distilling our script down into its key components so that we could measure every decision along the way against a neat checkbox, which helped to ensure that we stayed true to the brand and the idea, step by step and scene by scene,” says James Cloete, Draftfcb’s Creative Director.
Along with telling the story, SSC also found something special they could add to the film, which is a creative philosophy that they like to bring to every project. In this case, they decided to enrich the film artistically by creating a graphic, hyper-real and idyllic world of Corollas, families and ice creams, with each scene taking its art-directional cues from different flavours. Everything from the cast and locations, props and wardrobe to the colour of the sky and the paint on the walls was considered and then picked or thrown out according to whether or not they fitted with the flavour of the scene.
“Miles has a fantastic eye and an ability to bring his vision to light, while Gareth brings a wonderful art direction sensibility and organised way of thinking. So when you put them together, they are quite a formidable team,” says Cloete.
Completing the collaboration, Linda Notelovitz adds much more than just her talents as a producer – she brings her vision as a creative and a filmmaker. Coming together, Goodall, Notelovitz and Paul create one wonderful vision where more time and love could be given to each and every frame.