Indiantelevision.com Team

(15 February 2008 4:00 pm)

MUMBAI: Toyota has launched its campaign for 2009 Corolla. This new campaign entitled "Through the Roof" has been developed by Saatchi & Saatchi LA, and visual effects (VFX) studio Sway has added liveliness, detail and a touch of whimsy to it.

Sway's team of artists added over five minutes of moving live action, 2D matte painting and full 3D shots to 30-second commercials as part of this modular-based national campaign.

"Through the Roof," which began airing in local markets across the US on 9 February, features the Corolla sweeping through a striking environment of green countryside and urban landscapes. The studio's computer graphics and matte painting techniques were combined with a live miniature set to create the extraordinary backdrop.

Sway employed their proprietary Drive-A-Tron simulator to create the exact movements made by the Corolla. The simulator allows Sway artists to literally get behind the wheel and drive the car on even the most challenging CG terrain, creating the desired performance without compromising the reality of the driving.

"The Drive-A-Tron provides Sway a large advantage over other studios, allowing us to complete the most precise and detailed animation available," said Sway's owner and creative director Mark Glaser.

"Using this proprietary tool over the past three years has allowed us to perfect these difficult animation techniques making Sway the studio to call upon for automobile animation."