On January 5-8, 2017, Toyota unveiled a futuristic concept car along with a brand film during the CES event held in Las Vegas. The high tech concept car and the film received considerable attention for their innovation and originality. The film itself, titled “Toyota Concept-i”, was just released online on February 26, 2017.
Mt. MELVIL’s director Laurent Barthelemy directed the futuristic and innovative brand film. It introduces Toyota’s vision for the near future of automobile technology. The car is built in a way in which every element of the vehicle is designed to strengthen the user experience. The film’s narrative is based around a personable relationship that develops as the built in Artificial Intelligence, ‘Yui’, learns more about the driver, ‘Noah’.
“We were thrilled to be a part of this project, but we also knew we were going to come across many challenges,” says the executive producer of Mt. MELVIL. Director Laurent Barthelemy adds, “To our knowledge, a naturalistic film about a concept/ mock car is a first. Production was a challenge considering the car was only in its concept stage and doesn’t drive yet. It is also very fragile and had to be kept secret during filming. Some of the technologies, as well as the emotional responses to these technologies, had to be imagined and explored for the first time with this film.”
We are thrilled to introduce you to the film and we hope you enjoy!