'I Do' /The Colonie Editorial + VFX Team Revs us Toyota Corolla 2017 Spot
The Colonie recently teamed with Burrell Communications to provide editorial, VFX and design services for ‘I Do,’ a broadcast spot introducing the 2017 Toyota Corolla. Creative editor, Bob Ackerman took the automaker’s tagline, ‘Let’s Go Places,’ and ran with it. Fast-paced cuts and editing effects helped create an upbeat message that celebrates the bold creativity of both the new Corolla, as well as its target audience - today's ‘on-the-go’ generation of young African Americans 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. “International director, Deluxe, and the whole team at The Cavalry were awesome at capturing some exciting and dynamic imagery”, said Ackerman. “It was an honor to work with such a creative company.”
The commercial integrates three distinct vignettes, each with a bold, imaginative spin. 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 loveseat and a garbage pail cozy in the likeness of whimsical characters.
Winston Cheung, was very focused on keeping the tone of the spot fresh and young – and his attention to detail was key. Ackerman and Cheung made sure to utilize 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 Toyota Corolla and unloading his 'Pop-Up Barbershop' in front of a tall wall adorned with artful graffiti.
The third vignette featuring a young filmmaker shooting footage of the 2017 Toyota as her crew adds some illuminating effects. The Colonie senior designer, Jen Moody, crafted a series of shots that utilize 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.
CLIENT: Toyota / Corolla
TITLE: ’I Do’ :30 Broadcast Commercial
AGENCY: Burrell /Chicago
EVP/CCO: Lewis Williams
Producer: Shirley Portee
GCD: Lisa McConnell
ACD: Winston Cheung
PRODUCTION CO: The Cavalry / LA
Director: Deluxe
Producer: Alexis Seely
EDITORIAL CO: The Colonie / Chicago
Creative Editor: Bob Ackerman
Ass. Editor: Graham Chapman
Finishing: Tom Dernulc
Ass. Editor: Ben Pokorny
Design: Lyndsay McCully
EP: Mary Caddy
COLOR: The Filmworkers Club
AUDIO: CRC/Chicago
Mixer: Ian Scott
SD/Mixer: Ian
MUSIC: Yessian
Composers: Michael Yessian, Brian Yessian, Mike Dragovic
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. “International director, Deluxe, and the whole team at The Cavalry were awesome at capturing some exciting and dynamic imagery”, said Ackerman. “It was an honor to work with such a creative company.”
The commercial integrates three distinct vignettes, each with a bold, imaginative spin. 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 loveseat and a garbage pail cozy in the likeness of whimsical characters.
Winston Cheung, was very focused on keeping the tone of the spot fresh and young – and his attention to detail was key. Ackerman and Cheung made sure to utilize 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 Toyota Corolla and unloading his 'Pop-Up Barbershop' in front of a tall wall adorned with artful graffiti.
The third vignette featuring a young filmmaker shooting footage of the 2017 Toyota as her crew adds some illuminating effects. The Colonie senior designer, Jen Moody, crafted a series of shots that utilize 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.
CLIENT: Toyota / Corolla
TITLE: ’I Do’ :30 Broadcast Commercial
AGENCY: Burrell /Chicago
EVP/CCO: Lewis Williams
Producer: Shirley Portee
GCD: Lisa McConnell
ACD: Winston Cheung
PRODUCTION CO: The Cavalry / LA
Director: Deluxe
Producer: Alexis Seely
EDITORIAL CO: The Colonie / Chicago
Creative Editor: Bob Ackerman
Ass. Editor: Graham Chapman
Finishing: Tom Dernulc
Ass. Editor: Ben Pokorny
Design: Lyndsay McCully
EP: Mary Caddy
COLOR: The Filmworkers Club
AUDIO: CRC/Chicago
Mixer: Ian Scott
SD/Mixer: Ian
MUSIC: Yessian
Composers: Michael Yessian, Brian Yessian, Mike Dragovic
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