Chicago’s The Colonie has teamed with Burrell Communications to provide editorial, visual effects and design services for I Do, a broadcast spot introducing the 2017 Toyota Corolla.
Creative editor Bob Ackerman edited with the carmaker’s tagline, “Let’s Go Places,” in mind. Fast-paced cuts and editing effects helped create an upbeat message that celebrates the new Corolla, as well as its target audience — what Toyota refers to as today’s “on-the-go” generation of young adults.
Lewis Williams, Burrell’s EVP/CCO, brought The Colonie onboard early in the process to collaborate with the production company The Cavalry, ensuring the seamless integration of a variety of visual effects that were central to the style of this spot.
The commercial integrates three distinct vignettes. The spot opens with a young woman behind the wheel of her Toyota. She arrives at a city park and her friends help her yarn bomb the surroundings — from hand-knitted tree trunk covers to a slipcover for a love seat and a garbage pail cozy in the likeness of whimsical characters.
From the get-go art director Winston Cheung was very focused on keeping the tone of the spot fresh and young. When selecting footage during the edit session, Ackerman and Cheung made sure to use some of the more playful set-ups from the yarn vignette to providing the bold color palette for final transfer.
The second scenario finds an enterprising man parking his Corolla and unloading his “Pop-Up Barbershop” in front of a tall wall featuring artful graffiti. A well-placed painting of a young man’s face extends over the top of the wall completes the picture. As soon as the barber sets up his chair, his first customer arrives.
The third vignette features a young filmmaker shooting footage of the 2017 Toyota as her crew adds some illuminating effects. Taking her cues from this scene, The Colonie senior designer, Jen Moody, crafted a series of shots that use a “light painting” technique to create a trail of light effect. One of the characters writes the spot’s title, I Do with a light, which Moody layered to create a more tangible quality that really sells the effect. VFX supervisor Tom Dernulc took a classic Toyota Corolla from a previous segment and seamlessly integrated it into the background of the scene.
The Colonie’s team explored several methods for creating the various VFX in the spot before deciding upon a combination of Autodesk Flame Premium and Adobe After Effects. Then it was a matter of picking the right moments. Ackerman grabbed some of their top choices, roughed in the effect on the Avid Media Composer, and presented the client with a nearly finished look right from the very first rough cuts.
“Early on, creative director Lisa McConnell had expressed a desire to explore using a series of stills flashing (á la TV’s Scandal) to advance the spot’s story,” says Ackerman. “We loved the idea. Condensing short sequences of footage into rapid progressions of imagery provided us with an innovative way to convey the full scope of these three scenarios in a very limited 30-second time frame — while also adding an interesting visual element to the final spot.”
Fred Keller of Chicago’s Filmworkers provided the color grade, CRC’s Ian Scott performed the audio mix and sound design, and composers Mike Dragovic, Michael Yessian and Brian Yessian provided the score.