Camry - Sensations

The Camry had always been about utility, getting from A to B reliably. This model was the first that could offer something more: a visceral sensation you'd expect from a more expensive car. Hard to describe in words, so we set out to make people feel it instead.

By the time we described what we saw in our minds, the scripts were five pages long. So we cut it down to a poetic list of visuals that would conjure sensations in the viewer. 
Then I drew hundreds of actual visuals to further clarify the poem and stress-test for length. It helped our CD sell to clients, and us convey our vision to the director.

The director made one crucial addition: the use of infrasound — sound waves below the threshold of human hearing — that made the hair move in a strange, undulating way. Beyond that, the director shot as much as possible in camera, keeping the spots feeling analog and real rather than CG.