Client
Toyota
Agency
Saatchi LA
Saatchi & Saatchi created a campaign for Toyota’s Rav4 that included a contest, a street event, and a live 100’ vertical climbing wall spanning over two billboards in Time Square.
At Process, we joined forces with Saatchi to produce an inspiring film that followed the transformation of Christina Fate, a novice in rock climbing, as she prepared to ascend the towering wall in the heart of Times Square. Over a span of four weeks, we chronicled Christina's rigorous training regimen, capturing the determination and dedication that fueled her journey to conquer the 120' installation.
On the climactic day, our team orchestrated a cinematic challenge, equipping the wall with 20 GoPros, suspending a cinematographer from the summit, and stationing three additional camera operators amidst the buzzing crowd to document every moment of Christina's ascent.
The result? A compelling, 5-minute branded content film that not only supported Toyota's Rav4 campaign but also garnered widespread media attention and swept up numerous advertising awards. This project embodies our commitment to pushing creative boundaries and delivering captivating content that leaves a lasting impression.