Toyota Prius

prius_9prius_8prius_4

Launch

Synopsis

The Toyota Prius is a symbol and a benchmark for a greener planet in the automotive industry. The 2010 Prius is an engineering marvel. As a result, its practically cult-like following has given Toyota a hot brand. Saatchi & Saatchi LA came to EVB with the idea to build an entertaining site experience that encompasses the best features this new machine will offer its drivers in hopes to drive up traffic and awareness for the upcoming release to the lots.

This as3-pure, flashplayer 9-based site was built almost entirely from the eclipse environment using a host of tried and true frameworks and methodologies including PureMVC, SWFAddress, Bulkloader, and the Greensock Tweening Platform. Even though the site’s main assets are video, our goal was to make the experience as analogous as possible by layering a number of video assets in a staggered sequence manner. As a result, the ’seams’ were perceptually well-hidden and allowed for various points of entry per asset, be it foreground, background, or any of the props between.

Credits

Agency: Saatchi & Saatchi LA

  • Senior Interactive Producer: Tina Gongsakdi
  • Interactive Creative Director: Scott Huebscher
  • Art Director: Nick Luckett
  • Copywriter: Eric Burnett

Production: EVB

  • VP Content Delivery: Andrew Walter
  • Senior Producer: Matthew Newell
  • Account Director: Mike Merit
  • Executive Creative Director: Stephen Goldblatt
  • Senior Designer: Steven Knodel
  • Designer: Enrique Camacho
  • Director of Technology: Husani Oakley
  • Technology Lead: Brad Griffin
  • Flash Programmer: Tim Kautz

Video Production: Laika House

  • Director: Kirk Kelley
  • Producer: Zilpha Yost