Hilux 2025
Commissioned by Toyota México and Agencia Ferrer, this project showcases the Hilux 2025 through a strategic CGI and GenAI workflow designed to emphasize the vehicle’s commanding ability to tackle steep gradients. The creative direction centered on building scenes where the truck appears to defy terrain logic—leveraging contrasting elevations to amplify its mechanical power and stability.
Toyota Hilux 2025 — Engineered to Master the Gradient
Group Creative Director Kike Martinez Art Director Arlene Espinosa Account Supervisor Mauricio Barron Producer Fausto Ricalde
Precision Workflow: CGI Meets GenAI and Post at 10K
Our process began with 100% CGI scenes—built with full control over lighting, camera articulation, and surface response. Generative AI was then deployed to explore and produce advanced terrain backgrounds, each designed with deliberate contrast in slope orientation. All components were post-processed and composited at 10K resolution, in layered modular formats that allow for high flexibility across aspect ratios and future campaign needs.
Tailored Hilux Digital Twin
We developed a full CGI model based on in-person reference gathering, including detailed photography and an on-site inspection of the actual vehicle. The model was re-engineered from a base mesh to ensure precise alignment with every emblem, grille line, and body accent specific to this configuration and color.
Gradient Fall
Rear Perspective, Downhill Momentum
The Hilux descends a dry, stone-laden hill surrounded by cacti and desert flora. The background, created with GenAI, represents an open-pit mine — positioning the Hilux within a clear worksite context. The visual tension comes from a dramatic contrast in gradient between foreground and background, reinforcing the truck’s superior traction as it navigates steep elevation with confidence and control.
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Gradient Ascent
Frontal View, High-Elevation Climb
A winding mountain road unfolds beneath the Hilux as it advances through fog and elevation. Designed to evoke altitude, complexity, and visual drama, the scene used contrapuntal gradients to amplify the sense of challenge. While this concept showcased the Hilux’s capacity to conquer difficult terrain, it leaned more into an off-road narrative than a professional application.
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Editorial Note:
To maintain alignment with the vehicle’s core positioning as a work-ready pickup, the client opted to replace the second scene’s mountainous setting with a cultivated cornfield — a context more directly associated with agricultural use. In this case study, we present both versions: the original creative concept, focused on extreme terrain articulation, and the final published image, aligned with the campaign’s agricultural narrative. Together, they reflect the full scope of Automotive Fantasy’s visual strategy and adaptive execution.
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