'Drive Change': Toyota Champions Hydrogen Fuel Cell Tech in Beautifully Animated Short

Car Company Works With Droga5 to Rally the Environmentally-Minded

Published on

Editor's Pick

Just in time for this year's UN summit on climate change, Toyota released its latest "Turning Point" campaign teaser for its fuel cell vehicles.

In this beautifully animated video, three-dimensional renderings illustrate a rather grave voiceover actor's words. With the help of Droga5, the car company calls upon the environmentally-minded and early adopters of hydrogen fuel cell technology to "drive change" at the height of the hydrogen fuel propulsion debate.

From the first sequence that tracks a crack in the earth's crust, to the blocks and buildings that appear to be made of coal, the graphics are the core of this video.

"This was as much a technical challenge as a creative one," a Droga5 spokesperson told Creativity. "Going from tactile macro shots to vast, abstract cityscapes is always a great challenge." The 3D land and cityscapes were meticulously designed in 3Dmax, XSI and Cinema4d. All of the compositing was done in Nuke and After Effects.

The video is available on YouTube and on a website built for Toyota by Droga5

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Sep 22, 2014
Creative Chairman:
David Droga
Chief Creative Officer:
Ted Royer
Executive Creative Director:
Neil Heymann
Creative Director:
David Gibson
Creative Director:
Nathan Lennon
Johan Gerdin
Digital Designer:
Devin Croda
Chief Creation Officer:
Sally-Ann Dale
Head of Broadcast Production:
Ben Davies
Broadcast Producer:
David Fisher
Chief Strategy Officer:
Jonny Bauer
Head of Brand Strategy:
Teodor Florea
Group Brand Strategy Director:
David Gonzales
Communications Strategist:
Elsa Stahura
Junior Brand Strategist:
Emily Mulvey
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age