In the 30-second clip for Toyota, Beyoncé rocks a blunt blonde bob while performing her hit “XO” in front of a projection screen.
The spot incorporates very bright, heavy projection effects on both the background and the subject.
Inspiring. Ferocious. Provocative. Many words aim to encapsulate the maverick known as Melina Matsoukas, but her robust rebel sensibility is not easily contained. The New York native and multi-Grammy Award-winning director has made an indelible impact on the music video and commercial world over the past decade with her audacious aesthetic; her artful imaginings fueled by a unique visual perspective. Such creative prowess earned Melina the highly acclaimed honor of being named one of Advertising Age’s 2016 “Creativity 50,” a recognition given only to the year’s most influential innovators.
It was a pleasure working with PRETTYBIRD and director Melina Matsoukas on this very flashy, light filled project.
Agency: Dentsu, Inc
Production Company: PRETTYBIRD
Director: Melina Matsoukas
Creative Director: Todd Tourso