Our custom Color Profile is designed to give our vehicles a clean, dynamic look, while bringing people into Toyota's optimistic world.
Warm, rich and vibrant. Toyota’s unique Color Profile infuses energy, optimism and wonder into every image. At the core of this approach are three key factors: saturation, warmth and contrast.
Saturation
Increasing the color saturation creates a heightened sense of reality for our viewers.
Warmth
Leaning toward the warm side of the spectrum conveys a sense of friendliness.
Contrast
Enhancing the light and dark values adds emphasis and focus.
There’s more than one way to get ideal results. Here are a few simple directions to get you started.
How to Add Saturation
“Hue/Saturation” allows you to boost the saturation of all colors or individual colors. “Vibrance” selectively boosts only the most muted colors.
How to Add Warmth
“Color Balance” can be used to add warm colors such as yellow to the highlights. Alternatively, select a “Warming Filter” from the “Photo Filter” adjustments.
How to Add Contrast
“Curves” uses multiple adjustment points to manipulate the full tonal range. “Levels” and “Brightness/Contrast” are more basic options but provide less customization.
Every video we make should feel like a part of Toyota’s world, regardless of its unique creative story. From when the director calls "action" to the final delivery of a commercial, our Color Profile should be top of mind across three key milestones in the process to achieve successful results.
The Look Up Table (or LUT for short) is just the first step in creating our Color Profile. Think of it as the modern version of film stock. Loading it into the camera helps the director and cinematographer see how the environment looks through the Color Profile, informing color choices and lighting techniques on set.
After loading the LUT, the director and cinematographer have the option to create a CDL (Color Decision List). If a CDL is used, it should always align with our Color Profile and match the Unmistakably Toyota look and feel.
The last and most important step is the final color grading. This is the process by which the colorist reviews the picture in detail and goes shot to shot, making adjustments to ensure consistency across the footage.
Some images might need additional adjustments to make Toyota’s color fully come to life. The following tips and watchouts will help our vehicles pop in every weather and lighting condition.
The contrast in this image makes the vehicle pop, drawing attention to the details. The saturated color in the environment also helps the vehicle stand out.
Nighttime shots are at risk of becoming too dark or gloomy. This image adds excitement by playing with reflections, headlights and other lighting cues.
This image takes full advantage of the low, warm light found in golden hour to create a bold, striking image.
