RTT Wins Gold Award for ´MyToyota´ TV Commercial

Share Article

WorldMediaFestival 2013: RTT's TV commercial called ´MyToyota´ takes the Gold, thanks to the use of flexible CGI components.

My Toyota

We are delighted to see that the jury awarded a project that addresses the challenge of marketing diverse product portfolios in a fast, easy, and economically viable way..." said Ludwig A. Fuchs, RTT Co-Founder and Board Member.

The leading, Munich-based 3D visualization solution provider, RTT AG, was honored this week with the coveted intermedia-globe Gold Award at the WorldMediaFestival 2013 in Hamburg. Following last year´s distinction of its two projects for Audi, RTT continued its winning streak again this year with an innovative entry that answers the question: how does a carmaker produce compelling television commercials that can be quickly adapted to serve different vehicle models and markets? RTT´s solution: a TV commercial called ´MyToyota´ based on a vignette which is adaptable to different models thanks to the use of flexible CGI components.

To achieve this technological feat, RTT relied on its vast CGI expertise throughout the development of the concept and the production of the awarded piece. Originally conceived for just two models – Auris and Verso – the creative storyboard and the conceptual approach won Toyota Motor Europe over in equal measure, ultimately resulting in the campaign being extended to another three models: the RAV4, Yaris, and Avensis. For the filming of the commercial, five real Toyota models were digitally tracked to achieve the greatest possible variety and flexibility for future adaptations using CGI for other model ranges. Therefore, this concept allowed the insertion of other models into the real footage background. As a result, the foundation for the different spots of the multi-model campaign was produced in a single shooting.

The independent technical panel of the Festival recognized the clear advantages of RTT´s approach: the modular, assembly-line production combines the benefits of shooting real vehicles and the flexibility that comes with the use of CGI. It also makes individualizing commercials for any market from one master a reality, thus streamlining marketing costs across territories.

´We are delighted to see that the jury awarded a project that addresses the challenge of marketing diverse product portfolios in a fast, easy, and economically viable way. This solution also works for product customization, an area of striking growth - not only in the car industry, but also in consumer goods and retail in general,´ said Ludwig A. Fuchs, RTT Co-Founder and Board Member.

Last year, the company was awarded for its work for Audi: the A6 Showroom film and the virtual exhibition entry developed for the International Motor Show.

For more information about RTT, please visit http://www.rtt.ag.

About RTT

RTT is the leading, one-stop-provider of high-end software, consulting and creative services in professional, 3D visualization. As a strategic partner, RTT offers sustainable, effective and seamless process support across the entire product lifecycle with its holistic approach. As a result, products are developed faster and more cost-effectively while time to market is significantly reduced. Through creative, photorealistic CGI implementations RTT enables innovative sales and marketing advantages and new dimensions of emotional brand staging. The Group´s customer-base includes companies like Adidas, Audi, BMW, EADS, Electrolux, Ferrari, General Motors, Harley-Davidson, Porsche, The North Face and Volkswagen. RTT AG was founded 1999 in Munich.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Damon Flemings
RTT USA, Inc.
(248) 544-4022 1188
Email >

Zeljka Skoko
RTT AG
+49 89 200 275 285
Email >

Media