Restoring trails that put adventure back on the map with Toyota Detours
Surfers, cyclists, runners, and filmmakers all take a detour for uncharted territory in Toyota’s latest mission to rediscover the true feeling of adventure. With each group of explorers setting out on newly restored trails, supported by partners onX Offroad, Toyota needed an alternative solution to traditional photography for communicating the campaign experience. Seasoned navigators in digital image production, 14Four joined the tour crew to produce highly detailed, photorealistic scenes featuring Toyota’s Tacoma, 4-Runner, and Land Cruiser, traversing untamed environments.
Challenge
For each scene constructed by 14Four, the featured Toyota vehicle required intricate details that would make them indistinguishable from the real counterparts. From chrome bumpers to worn tire treads, even the mud splattering from forest trails or kicked up clouds of dust, needed to feel life-like to immerse audiences. The high quality visuals would then need to be compressed and broken apart so that they could be utilized across the Toyota Detours microsite, functioning on a parallax scroll, so that the images literally pulled users deeper into the adventures on display.
Solution
Starting with initial concept sketches that moved into full rendered art, our team established the layout for seven shots of varying territories, with an additional group shot of five Toyota models as the final visual. This process helped to quickly set direction and enable us to move into 3D production, utilizing Toyota CAD files we could begin building around. Through a combination of photo editing and visual effects, each layered image began to take form piece by piece, producing natural landscapes made up of breath-taking mountain ranges, tranquil lakes and powerful towering redwoods.
Impact
Dynamic, full bleed visuals and fluid parallax scrolling transports visitors from the Toyota Detours microsite, straight into the adventures depicted. This incredible storytelling campaign delivers excitement and wonder from scene to scene, encouraging even more voyagers to get out on the road and find their own detour of discovery.
Through a combination of photo editing and visual effects, each layered image began to take form piece by piece
Fender
3D Animation