This project was a creative collaboration where we were invited to contribute on the typography. The idea was to work with a list of out all the endless items and possibilities you can use the spacious cargo area for, and make the headline stand out amongst the body copy.

Using a "Proxy Prius" model based on CAD data, so we could develop the lettering & the interaction with the car. Using the brand font, we developed the CGI typesetting as a voluminous amalgamation of extruded spelled out objects into the interior of the car, filling the cargo space. The design was then composited into a car photographed, which was itself inserted into an outdoor environment.

Car Photography by Andy Glass.
CGI Scene & Compositing by Recom.