Visitors to the LA Live entertainment district have been hitting their brakes to look up at a vibrant, animated Toyota RAV4 display produced by Gentleman Scholar via Saatchi LA. The spot is playing in a vast coordinated display across the venue's kaleidoscope of outdoor screens during recent nearby events, including the NBA Playoffs at Staples Center.
Adventures' main piece showcases the journey of an animated RAV4 as it tumbles through a stylized red landscape representing the mountains, skyscrapers and waterways of greater Los Angeles. LAX, the Santa Monica Pier and the Griffith Observatory all make animated appearances, completing an LA-themed visual welcome mat for the venue's legions of local and out-of-town visitors. More than a dozen ancillary pieces complement this main narrative in the plaza.
"Saatchi asked us for something that would both showcase the dynamic movement of the RAV4 and represent the expansive dimensions of the LA landscape," stated CD William Campbell. "Once they approved the basic look, they gave us great latitude in choosing the specific landmarks and features that would transition well from one to the next."