Rhinofx's Sharabani Helms Cross Promotion for Subway and Toyota

Vico Sharabani of rhinofx, co-directed a recent :30 live action/effects spot, teaming up with co-director Alex Lamarque of Bully Pictures for Subway's new Scrabble promotion.

In the promotion, Subway customers collect lettered game pieces to spell out sandwich-related words to win an array of prizes, including the Grand Prize giveaway of multiple Toyota Highlanders.

The spot opens on a Toyota hybrid zipping around the countryside, hugging the road, driving past the lens.

After a series of shots emphasizing Toyota's style and design, the hills begin to rise and curl from several angles.

Adding to the context, viewers can see the perfect surfer's curl reflected in the side view mirror.

As the spot progresses, it feels like the hillside is actually chasing the car, while another piece of slope quickly rises in its path.

Engulfing the car, the landscape transforms into Subway Scrabble wrapper, folding itself around the vehicle and guaranteeing Subway freshness and fun.