Hasta La Motion!

“The initial treatment for the spot called for a simplified 2d folding approach, which we then expanded on, incorporating other fold- related influences including Mad Magazine¹s famous fold, and more recently Beck’s music video ‘Girl’,” says Notaro. “We brought a more complex feel to this idea by incorporating different perspectives and moving cameras while the folds were happening, and the scenes transforming. We wanted to use this fun expanding and collapsing canvas to emphasize the RAV4’s features, and also as a transitional device. We had to be careful in our design of the folds, and choreography of the talent wand the camera, knowing that whatever we conceived, needed to be achieved in 1 ambitious shoot day”.

“We were determined to use realistic folding techniques in the spot, to give it that elegant, honest and inventive feel,” says Adolfson. “The scene with the airbags gave us a great opportunity to employ this radial, origami-style folding in a clever way. In order to get a sense of how these structures would, or should, fold in on themselves, we actually took to folding little maquettes out of drawings and location photos, just to see what would look best. We tried to be very true to actual folding patterns, and even scouted out locations on architecture that seemed like it could be folded. It was a lot of fun in the end.”