Robert Sethi, Mill LA's creative director explains, "Lightning and electricity has a tendency to feel scary and dangerous.  For the spot, we needed it to feel beautiful and perceived as a powerful constructive force." 

A unique aspect of the spot is the interactive nature of the lightning itself and the sparks which can be seen to be emitted from the molten edges.  Both the electrical pylons and the car had to be created in CG in order to capture the light emissions from these elements.  "We felt that in order to achieve the visual impact we wanted, we would have to include smoke, sparks, molten edges, and some fireworks to top it all off." says Josh Hatton, Mill LA's CG Supervisor.

"It was awesome to get back and work with Saatchi & Saatchi and Stylewar again and create a spot where we created a car in a new way," said Sethi. "We wanted to keep the poetic feeling as established in the previous Toyota spot 'Formula', but create something a little more energetic."