We promptly went down the road to absurdity, as we do most of the time. People have a general understanding of how these features work, so we didn’t need to educate them on the technology. We needed to build a visual metaphor that attached those features to Toyota’s lineup.
Each spot featured a single specific feature. Our job was to create an entertaining 15 second narrative surrounding that feature using a single production image as our only asset. Because the image of the car was a still, we decided to orchestrate an entire animated illustration around it as our central element for the composition. We decided the narrative would play around the car.