To introduce the new Toyota Tacoma at the 2015 Detroit Auto Show, the automaker and longtime agency partner Saatchi & Saatchi called upon creative studio Carbon VFX to help lead the charge for the visually dynamic “Invisible Truck.” Headed by Co-Director/Creative Director Chris Noellert, the gorgeous and unique :30 pushes the boundaries of automobile advertising content with a smart and highly conceptual approach.
Saatchi & Saatchi challenged Carbon to create an invisible car, but instead of gravitating toward the simple solution utilizing heavy visual effects, the team decided to approach the problem from a different angle. Noellert opted to focus on visual environmental cues that suggested the presence of the vehicle, so the audience would mentally connect the dots and see the car in their mind’s eye.
Creative Credits:
Client: Toyota Tacoma
Title: “Invisible Truck”
Ad Agency: Saatchi & Saatchi LA
Creative Director: John Payne
Associate Creative Directors: Vidur Raswant, Verner Soler, Julia Regan
Sr. AD: Max Wang
Sr. CW: Anthony Brooks
Executive Integrated Producer: Margaret Nickerson
Sr. Producer: Holly Otto
Integrated Producer: Lyndsey Wilson
Co-Directors: Tony Di Zinno (SaF Productions), Chris Noellert (Carbon VFX)
Editorial Company: Whitehouse Post
Editor: Josh Bodnar
Assistant Editor: Jeremiah Mayhew
Executive Producer: Joni Williamson
Producer: Jonlyn Williams
VFX, Color, Finishing: Carbon VFX
Co-Director, Creative Director, Lead Flame: Chris Noellert
CG Supervisor: Matthew Stevens
CG FX Animators: Denis Gauthier, Daniel Naulin, Tom Connors
Flame Assist: Jim Gomez
Colorist: Mark Todd Osborne
Executive Producer: Marlo Baird Kinsey
Producer: Michael Theurer
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