In a fantasy-fueled follow-up to its “Discover Your Drive” marketing campaign that first launched in Fall 2021, Turo engaged Los Angeles-based inventive studio SixTwentySix to catalyze its standing because the world’s largest car-sharing market. The brand new 60-second spot, “Open Doorways,” is grounded in real-world prospects whereas propelled by magical realism, evoking the sensation of ease and comfort, freedom and journey.

In partnership with Large and Bridge Analytics, Turo developed a digital-first marketing campaign technique that highlights the corporate’s distinctive choice and unmatched community.  Conceptualized by SixTwentySix and directed by the duo Miles & AJ (Miles Cable and AJ Favicchio), the spot opens flying above a bustling metropolis, previous a rooftop Turo signal, and thru the window of a brick loft. Contained in the open, vibrant residing/working area, we shut in on a stylishly dressed girl, Zora, mid-30s, surrounded by music gear and awards, as she waves goodbye to her companion, Kai. She’s listening to a beat on her headphones – her personal music maybe – and creatively blocked. All of a sudden she picks up her cellphone, scrolls by way of photographs of vehicles on the Turo app, and clicks on a cherry-red 1992 Corvette convertible. The journey begins.

Shifting into the scene of the Corvette, the door magically opens, Zora catches keys mid-air, and she or he drives by way of the town. She rises up by way of the town into the pink clouds – returning into one other car, a Toyota 4Runner, rotating seats with three fun-loving associates as they drive by way of a highway journey. Via the hatch and she or he’s at a campsite together with her companion Kai, the frenetic background music calms, and she or he’s sitting, serene, writing lyrics in her journal. Passing by way of a silver Rivian electrical truck because the beat kicks up once more, she emerges by way of a vibrant yellow Ferrari sports activities automotive inside a busy manufacturing studio on set of her music video. Zora is elegantly dressed – and the fourth wall is damaged as she appears into the digital camera, a clapboard studying “Zora ‘E-book It’” snaps, and we slowly pull again to point out the Ferrari amid magically blooming flowers. A title graphic, “Open the Doorways to Extraordinary,” segues right into a remaining slate, “TURO: Discover your drive.”

Andrew Mok, Turo’s Chief Advertising and marketing Officer shared, “We’re thrilled to launch our new model marketing campaign, “Open Doorways,” developed in partnership with SixTwentySix. Our main objective with this marketing campaign was to showcase the extraordinary, magical experiences we hear about from Turo visitors, due to the unbelievable collection of vehicles shared by Turo hosts. Utilizing leading edge manufacturing know-how like Unreal Engine, SixTwentySix fully introduced this storytelling to life. They have been an outstanding companion all through and actually felt like an extension of the Turo staff. We couldn’t be extra excited to share this new marketing campaign with the world.”

AJ Favicchio, who additionally served as Govt Artistic Director on the mission, defined that Turo reached out to SixTwentySix with a basic idea for his or her “Open Doorways” marketing campaign. To Favicchio and companion Miles Cable, the consumer’s desired outcomes guided the method from which the SixTwentySix inventive staff took it to that subsequent degree. “This mission’s objective was to actually showcase the advantages of what Turo has to supply in comparison with the competitors, providing an enormous collection of autos – from classic to extremely luxurious – match for any expertise one may need,” mentioned Favicchio. “Displaying off this freedom in a grounded but vibrant approach helped us outline ‘magical realism’ as our North Star. “As soon as our idea was locked we knew VFX and Unreal Engine can be vital to point out off our journey in a fascinating approach,” added Cable.

Miles & AJ introduced a wealth of thematic particulars to the unique idea, and collaborating with the Turo staff was “an thrilling course of that allowed for concepts to flourish.” Aimed toward Turo’s core 25-44 demographic, they knew that creativeness would additionally discover a companion in know-how. Within the wake of three weeks of pre-production got here three days of capturing, utilizing the ARRI Alexa Mini LF, ARRI’s large-format, excessive picture high quality digital camera used for such visually wealthy characteristic movies as “The Lord of the Rings: The Rings of Energy,” “The Batman,” and “Halo.”

Miles Cable recalled, “We rolled out all of the toys for this one: pursuit crane digital camera vehicles, techno cranes, wire rigs, blue-screen phases, distant management digital camera heads, and Unreal Engine software program for digital world constructing.” Pulling off the 360° highway journey scene was the most important problem – constructing and animating 360° background plates within Unreal Engine, and matching its lighting and digital camera monitoring to the actual scenes.

Fortunately, “utilizing the real-time CG pipeline that Unreal Engine provides gave us on-set info to match our cameras with, lighting and extra,” defined Miles Cable. “Mixing live-action media with Unreal Engine digital manufacturing allowed us to streamline the VFX course of in submit, having so a lot of our worlds accredited earlier than we even received into submit manufacturing.” Transitions have been an necessary component as effectively, mirroring how simple it’s to journey from one place to a different, and to decide on any variety of Turo autos to get you there.

Expertise apart, Miles &AJ and the SixTwentySix inventive staff knew they might not lose sight of a primary reality: The autos are the heartbeat of this marketing campaign, whereas the Turo app is the means by which clients entry these unbelievable experiences. It was crucial to seize these autos individually and as half of a bigger entire to show the myriad selections obtainable by way of Turo.

In requiring a companion to not solely take the inventive to the following degree, however to additionally execute the manufacturing and submit on it with the model’s marketing campaign objectives in thoughts and tight turnaround, SixTwentySix put the pedal to the steel on each facet of the partnership with Turo.

Collaboration drove the whole course of – a becoming work mannequin for a sharing-economy firm. SixTwentySix Managing Administrators Jake Krask and Austin Barbera, who introduced their experience as Govt Producers on the mission, collectively supplied, “SixTwentySix was thrilled to work with Turo to ship a worthy follow-up to their ‘Discover Your Drive’ marketing campaign, and our inventive staff pulled out all of the stops to ship one thing actually bold for the consumer. Added Krask, “Conserving Turo’s basic concept in thoughts that pushed their branding into highlighting how their car choices permit customers to raise on a regular basis moments into the realm of extraordinary was key. Working collectively was the right mix of snug collaboration and artistic freedom.”

“Turo was a tremendous companion and entrusted us to deliver this marketing campaign to life,” mentioned AJ Favicchio. “With so many elements and digital results it was such an intricate course of and, as at all times, it comes again to the staff, from our DP Xiaolong Liu to our VFX companions. We had the A-team to make this attainable, and we’re all thrilled with the top consequence. It actually does mirror the theme of the spot: ‘Open the Door to Extraordinary.”

The marketing campaign’s hero advert can at the moment be seen on YouTube with a bigger marketing campaign unveiling by way of social, OTT and out-of-home channels, along with being amplified as a model stunt that builds off of the inaugural Discover Your Drive marketing campaign. Primarily based on the affinities of Turo’s audience segments, Turo additionally just lately introduced its launch in Australia this month in addition to a partnership with The Michelin Information to offer a Drive to Desk expertise that opens the doorways to extraordinary culinary experiences.