Mad Max Fury Road Dusty Car Wash
Warner Brothers Pictures Canada recently promoted the launch of the film, Mad Max: Fury Road, with the Mad Max Fury Road Dusty Car Wash. In the world of Mad Max, dirt is a badge of honour. The more dust and rust on a vehicle, the better. A piece of downtown Toronto was transformed into a post-apocalyptic world, complete with scrap metal, pyrotechnics and of course, coloured smoke grenades. At the centre of all the chaos: The Dusty Car Wash. People were invited to bring in their vehicles and have them covered with dust, which became canvases for artists. These artists would then re-create imagery from the movie on each vehicle, including: skulls, flames, gears, movie quotes, and even the title and release date. Once vehicles were covered with artwork, they drove away, creating mobile billboards all around the city.
The Mad Max Fury Road Dusty Car Wash campaign was developed at Lowe Roche by executive creative directors Mark Mason, Jane Murray, copywriter Kelly Finnamore, art director Matt Camara, designer Ben Coles, co-presidents Jeff Dack, Marie-Lise Campeau, account manager Hillary Pitcher and agency producer Beth MacKinnon.
Design was produced at Zink by artists Zachary Melo and Elysse Melo, VFX creative director Raj Dias, producer Natasha Daly and lead VFX artist March De Laurentiis.