Introducing the C-HR diamond collection
Toyota unveils diamond collection made from the all new C-HR via agency HERO.
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Toyota continues to innovate, announcing the launch of the C-HR Diamond Collection, a unique collaboration with Australian jewellery designer Millie Savage.
With a design inspired by the angular lines of a diamond, Toyota’s all-new C-HR lives on the edge of what’s expected. Brought to life via independent agency HERO, the campaign reveals that the vehicle wasn't just inspired by a diamond but actually became one, through a first-of-its-kind collection using lab-grown diamonds created using different parts of the vehicle.
Award winning FINCH director, Michael Hili, helmed the production of the campaign launch film, a highly stylised representation of the process. The film sees a robot dismantling the vehicle and extracting carbon components, to the extreme HPHT (High Pressure High Temperature) diamond growing process and the final 13 designs crafted by Millie Savage. Viewers are then directed to the campaign hub and website for Millie Savage, where each one-off piece of the collection is available for purchase.
Credits
powered by
- Agency HERO/Melbourne
- Production Company FINCH
- Director Michael Hili
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Credits
powered by
- Agency HERO/Melbourne
- Production Company FINCH
- Director Michael Hili
- Managing Director Corey Esse
- Executive Producer Nick Simkins
- Producer Bryce Lintern
- Producer Amy Dymond
- Editor Graeme Pereira
- Editing/Color/Post Production/VFX ARC EDIT
- Sound Engineer Abby Sie
- Sound Engineer Myles Lowe
- Music/Sound Design MassiveMusic/Sydney
- Sound Producer Katrina Aquilia
- Composer Lance Gurisik
- Executive Creative Director Shane Geffen
- Creative Director Andrew Woodhead
- Associate Creative Director Lee Phillips / Creative
- Art Director Charlotte Smith / Creative
- Art Director Johnathan Akiki
- Creative Will Fox
- Head of Production (HP) Roz Scrimshaw
- Producer Sheridan Wadelton
- DP Ross Giardina
- Executive Post Producer Kani Saib
- Colorist Matt Fezz
- Online Artist Viv Baker
- Sound Producer Georgia Roberts
- Casting Peta Einberg
Credits
powered by
- Agency HERO/Melbourne
- Production Company FINCH
- Director Michael Hili
- Managing Director Corey Esse
- Executive Producer Nick Simkins
- Producer Bryce Lintern
- Producer Amy Dymond
- Editor Graeme Pereira
- Editing/Color/Post Production/VFX ARC EDIT
- Sound Engineer Abby Sie
- Sound Engineer Myles Lowe
- Music/Sound Design MassiveMusic/Sydney
- Sound Producer Katrina Aquilia
- Composer Lance Gurisik
- Executive Creative Director Shane Geffen
- Creative Director Andrew Woodhead
- Associate Creative Director Lee Phillips / Creative
- Art Director Charlotte Smith / Creative
- Art Director Johnathan Akiki
- Creative Will Fox
- Head of Production (HP) Roz Scrimshaw
- Producer Sheridan Wadelton
- DP Ross Giardina
- Executive Post Producer Kani Saib
- Colorist Matt Fezz
- Online Artist Viv Baker
- Sound Producer Georgia Roberts
- Casting Peta Einberg
Vin Naidoo, Chief Marketing Officer Toyota Australia said “This is such a stunning, uniquely designed Toyota and it deserved a campaign to match. We wanted to strongly position the All-New C-HR as a premium model and we’re confident that through the C-HR Diamond Collection campaign, it does just that.”
Says Shane Geffen, Executive Creative Director HERO: “Turning car parts into diamonds was a huge challenge, but a testament to what’s possible when you blend creativity, science and design.”
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