PDN WEB  

ADVERTISEMENT





Recent Issues

Photo © Alex Prager

Photo © Ryan Heffernan

PHOTO © Nadav Kander

The Cars of Tomorrow

Jan 20, 2009

Save | E-mail | Print | Most Popular | RSS | Reprints

Jacqueline Tobin


Jamey Stillings

Photo By Jamey Stillings

When Toyota wanted to create print ads touting its philosophy of "building future vehicles that fulfill the needs of our drivers while having minimal impact on the environment,” Dentsu America creative director Aaron Frisch says they turned to a photo of kids: the drivers of the future. "Kids have an innate fascination with cars,” Frisch explains, “the parallel to the ad being that kids create the cars they want to drive now and Toyota will create the real thing later on; both are good for the planet.”

The agency had already shot a tv spot as part of Toyota's campaign that shows kids riding home-made go-carts, but once photographer Jamey Stillings came on board, the print component took on its own personality.

Says Frisch, “It started out as a continuation of a pre-existing campaign that in the end stands on its own as an ad touting Toyota as an advocate for a better environment, now and in the future—one our kids can be a part of.” It was the first time he had worked with Stillings, but he was confident the photographer could photograph kids without creating "pure schmaltz." Frisch adds, "I knew he’d be able to instill a sense of sophistication in the image while still maintaining a warm side to it.”

While the television portion had been shot in Argentina, Stillings had a decidedly less exotic challenge—heading to a rural location in Westchester County, within a one- to two-hour radius of New York City.

After the budget was finalized and a crew assembled, the initial comp continued to evolve. says Stillings.. “Having started as a distant view of silhouetted children running down a dirt road pushing homemade carts, it became an overhead view of children running down the road toward camera, and finally a lower view with a primary “driver” dominant in the foreground,”

The Cars of Tomorrow

Jan 20, 2009

Jacqueline Tobin


pdn/photos/stylus/67981-Toyota-ad_Surva_large.jpg

When Toyota wanted to create print ads touting its philosophy of "building future vehicles that fulfill the needs of our drivers while having minimal impact on the environment,” Dentsu America creative director Aaron Frisch says they turned to a photo of kids: the drivers of the future. "Kids have an innate fascination with cars,” Frisch explains, “the parallel to the ad being that kids create the cars they want to drive now and Toyota will create the real thing later on; both are good for the planet.”

The agency had already shot a tv spot as part of Toyota's campaign that shows kids riding home-made go-carts, but once photographer Jamey Stillings came on board, the print component took on its own personality.

Says Frisch, “It started out as a continuation of a pre-existing campaign that in the end stands on its own as an ad touting Toyota as an advocate for a better environment, now and in the future—one our kids can be a part of.” It was the first time he had worked with Stillings, but he was confident the photographer could photograph kids without creating "pure schmaltz." Frisch adds, "I knew he’d be able to instill a sense of sophistication in the image while still maintaining a warm side to it.”

While the television portion had been shot in Argentina, Stillings had a decidedly less exotic challenge—heading to a rural location in Westchester County, within a one- to two-hour radius of New York City.

After the budget was finalized and a crew assembled, the initial comp continued to evolve. says Stillings.. “Having started as a distant view of silhouetted children running down a dirt road pushing homemade carts, it became an overhead view of children running down the road toward camera, and finally a lower view with a primary “driver” dominant in the foreground,”
Add a Comment
* Required field
* Name:
* Comment:
 
Vegar Abelsnes
A Photo Library of Their own

Photographer  Vegar Abelsnes creates a lifestyle identity  for branding and  packaging giant MeadWestvaco.


More Surveillance »

ADVERTISEMENT







ADVERTISEMENT



Olympus VisionAge: Agents of ChangeOlympus VisionAge: Agents of Change


Olympus Visionary Eli Reed documents an innovative program to supply mobile toilets in Nigeria. More »

Subscribe to the Olympus VisionAge Newsletter!


Subscribe | Read Current Newsletter

More »

Win an Olympus E-620! Cameras Awarded Every 2 Months


Enter the VisionAge Contest and win an Olympus E-620 DSLR Camera!

More »

ADVERTISEMENT


Classified

ADVERTISEMENT




Photo © Yang Yi / Galerie Paris-Beijing

PDN's 30 2010 Gallery

Our Choice of New and Emerging Photographers to Watch.

Photo © Eric M. Townsend

Billboard / PDN Ultimate Music Moment Winners Gallery

Once again PDN has teamed up with Billboard to proudly present The Ultimate Music Moment photography contest.

PHOTO © Jonathan Barkat

PDN PIX Digital Imaging Contest 2009

We proudly present the winners of the 2009 PDN PIX Digital Imaging Contest.

Photo © Joe Buissink

PDN's Focus on Weddings

New! Introducing PDN’s Focus On Weddings. A Special Supplement to PDN for Wedding, Portrait and Event Photographers. Access the FREE digital edition!

Photo © Matthew Jordan Smith

Emerging Photographer

The Resource for Professional Image Makers of Tomorrow.

Contact PDN | About Photo District News | Camera Reviews and Gear Guide | Photography Blog | Photo News | Photo Magazine- Print Subscription |
Photography RSS Resources | Free Photography Newsletter | Photo Magazine Advertising | Video Gallery | Photographer Features & Resources | Stock Photographs
© 2010 Nielsen Business Media All rights reserved. Read our PRIVACY POLICY