ADSG directs playful spot for Toyota


egg films  |  16 november 2020

In collaboration with the hands-on creative team from FCB Joburg, Egg Films’ Adrian de sa Garces directs ‘The Luxury of Freedom’ for Toyota’s new more powerful Fortuner.

Setting aside realism and embracing the absurdity, the creative team set out to poke some fun at situations created by remote working. Or at least pretending you are working from home, whilst exploring in your Fortuner.

Conceptualised by Julie Thorogood, Stefan Schutte and Nivedhna Manidutt under ECD Tian Van den Heever, the spot follows our hero dad protagonist as he and his family use the Fortuner to its full potential whilst juggling virtual calls with both his boss and colleagues.

‘Pulling off a car spot is a team effort. We had a strong crew, and unwavering support from FCB Joburg and Toyota’, says Adrian, adding that ‘We have to give a special shoutout to our Art Director, Wikus Muller who put together the most beautiful interior sets. Paul Gilpin for once again enhancing the quality of the project with his masterful lighting direction and Wesley Green & Jonno Searle at Big Bird for the exceptional drone work. Being able to achieve so many required shots within the time frame was key to managing all 20 version requirements of this ad.’

‘The idea was to contrast the bland home offices we all see, giving us the opportunity to showcase our breathtaking landscapes,’ weighs in Egg Films’ producer Lisa Gardner.  ‘We ended up between Touws River and Montague, where Adrian pinpointed the perfect Fortuner territory.’ Battling the freezing snowy mornings and ice-cold evenings there were only very small windows to utilise the ‘golden light’ during the shoot. The team’s endurance paid off and is testament in the beautiful cinematography of the magnificent locations.

Judge for yourself right here, and check out Adrian’s showreel or contact / for more info.