Directors Karim Zariffa and Nico Kasakoff of storytelling production company 1stAveMachine have joined forces with Saatchi & Saatchi LA to highlight the features of the 2018 Toyota Highlander through a captivating 360-degree experience. Shot in Los Angeles over the course of a single day following months of pre-production including 3D previz and art build, the new spot reflects the stylish, family-friendly construct of the Highlander. Through a panoramic series of set pieces featuring a family that’s fit for the SUV, 1stAve directors Zariffa and Kasakoff and Saatchi LA crafted individual vignettes that showcase specific features such as 295 horsepower, seating for up to eight, rain-sensing wipers and 83.7 cubic feet of cargo space.According to Zariffa, the 360-degree platform provides the ideal solution to engage an audience. “It allows the viewer to be more immersed in the message, asking them to discover the features for themselves, as if they were controlling the commercial. So it’s a more engaging solution than a traditional video format.Bringing the Highlander experience to life, however, required an intricate production process that deviated from the standard 360-degree approach. “We wanted the best image quality possible so we decided to shoot with an Alexa and then stitch everything together versus using 360 cameras with extreme wide-angle lens,” Zariffa explains. “Because the set pieces were so big, we decided to shoot each slice separately with everything measured out perfectly in a 3D previz. The camera never moved all day, we just re-dressed the slice in front of it, making sure nothing crossed edge of frame and lighting was consistent. So with mathematical prep, we were able to stitch everything together in post seamlessly.”With production ingenuity behind it, Toyota’s latest entertaining, seamless 360 campaign marks a solid collaboration between 1stAveMachine and Saatchi & Saatchi LA. “We had a great relationship, and Saatchi obviously knows their client very well so the process was really fluid and collaborative,” Zariffa adds. “The agency kept an open mind with the technical challenges we had to take on, while giving us a lot of creative freedom on this project, which is exactly the kind of project we like to work on at 1stAve.”CreditsAgency: Saatchi & Saatchi LAProduction Company: 1stAveMachineDirector: Karim ZariffaDirector: Nico KasakoffPartner/Executive Producer: Sam PenfieldExecutive Producer: Peter RepplierExecutive Producer: Michaela MckeeExecutive Producer: Lisanne McDonaldDirector Of Photography: Ryan CarmodyLine Producer: Jeff Trenner1st AD: Ryan RamosHead of Post Production: Christos MountzourosPost Supervisor: Barry GilbertVFX Supervisor: John LoughlinGaffer: Chris TonkovichKey Grip: Leo LbanezArt Director: Regan Jackson