The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2013 One Show - Design

Prius "Hum"

Agency Saatchi & Saatchi LA / Torrance

Client Toyota
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Annual ID

13224D

About the Work

With?Hum?,we wanted to tell a simple story of how one Prius model is now a family of hybrid vehicles. Through animation, we quickly traveled to all corners of the country to celebrate that there?s now a Prius for everyone. By combining a CG execution with traditional stop motion we created a world that seamlessly blended both the real world and an animated world. We used Softimage XSI, and the photoreal renderer VRAY to achieve this effect.

?Hum? is an original score written by Saatchi LA, and executed by commercial music house Black Iris. The voice in the song is 12 year old Emily Jastrzemski, from Virginia, and is under contract with Black Iris. The term ?Hum? derives from the insight that the car seems to hum compared to other cars on the road, and the fact that you hum when you?re happy.