Introducing the C-HR diamond collection

Toyota continues to innovate, announcing the launch of the C-HR Diamond Collection, a unique collaboration with Australian jewellery designer Millie Savage.

With a design inspired by the angular lines of a diamond, Toyota’s all-new C-HR lives on the edge of what’s expected. Brought to life via independent agency HERO, the campaign reveals that the vehicle wasn't just inspired by a diamond but actually became one, through a first-of-its-kind collection using lab-grown diamonds created using different parts of the vehicle.

Award winning FINCH director, Michael Hili, helmed the production of the campaign launch film, a highly stylised representation of the process. The film sees a robot dismantling the vehicle and extracting carbon components, to the extreme HPHT (High Pressure High Temperature) diamond growing process and the final 13 designs crafted by Millie Savage. Viewers are then directed to the campaign hub and website for Millie Savage, where each one-off piece of the collection is available for purchase.

Toyota – Introducing the C-HR Diamond Collection

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Agency HERO/Melbourne
Production Company FINCH
Director Michael Hili

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Credits

powered by

Agency HERO/Melbourne
Production Company FINCH
Director Michael Hili
Managing Director Corey Esse
Executive Producer Nick Simkins
Producer Bryce Lintern
Producer Amy Dymond
Editor Graeme Pereira

Editing/Color/Post Production/VFX ARC EDIT
Sound Engineer Abby Sie
Sound Engineer Myles Lowe
Music/Sound Design MassiveMusic/Sydney
Sound Producer Katrina Aquilia
Composer Lance Gurisik
Executive Creative Director Shane Geffen
Creative Director Andrew Woodhead

Associate Creative Director Lee Phillips / Creative
Art Director Charlotte Smith / Creative
Art Director Johnathan Akiki
Creative Will Fox
Head of Production (HP) Roz Scrimshaw
Producer Sheridan Wadelton
DP Ross Giardina
Executive Post Producer Kani Saib

Colorist Matt Fezz
Online Artist Viv Baker
Sound Producer Georgia Roberts
Casting Peta Einberg

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Vin Naidoo, Chief Marketing Officer Toyota Australia said “This is such a stunning, uniquely designed Toyota and it deserved a campaign to match. We wanted to strongly position the All-New C-HR as a premium model and we’re confident that through the C-HR Diamond Collection campaign, it does just that.”

Says Shane Geffen, Executive Creative Director HERO: “Turning car parts into diamonds was a huge challenge, but a testament to what’s possible when you blend creativity, science and design.”