Green Man

CONILL AND NOT NORMAL DELIVER A CINEMATIC TWIST ON SUSTAINABILITY FOR TOYOTA OF HOLLYWOOD

Not Normal and Conill have partnered to create a fresh take on sustainability in a new campaign highlighting the Toyota bZ4X for Toyota of Hollywood (Fl).
Directed by Ari Evasio, the commercial introduces a modern take on environmental awareness, using the metaphor of a "Green Man"—a figure known in film-making special effects—symbolizing the vehicle’s minimal environmental footprint. This creative approach emphasizes the vehicle's commitment to sustainability.

"The moment we received the idea, we knew there was an opportunity to do more than just tell a funny story," says director Ari Evasio. "We aimed to create a character that sparks empathy, brings a smile, and leaves viewers with something to ponder. Every visual choice—from art direction to performance—was crafted to make the sustainability message feel both human and approachable. For me, the most rewarding part of this project was striking that balance between humor and meaning and doing it alongside such a passionate and creative team."

The campaign concept was developed by the Conill creative team of Juan Lódola, Luciano Griessi, Federico Pellejero and Brunno Cortez, under the direction of Conill Chief Creative Officer Verónica Elizondo. The campaign is running on broadcast and social channels.

Commenting on the project’s approach, Elizondo explains: "Conill always seeks to innovate in the automotive segment, and this time we've found a character that truly embodies the product's values. The synergy of our creative team with Not Normal brought sustainability into the spotlight in an unexpected, cinematic way. This collaboration exemplifies how a compelling idea can align agency, production, and partners to drive exceptional execution and make high-quality storytelling possible in a turn-key fashion."

With cinematographer Agustín Barrutia behind the lens and Franco Porcile in the editing suite, the production embraced high-end visuals and sharp storytelling. Post-production was handled by Right Cut, with Executive Producers Jose Luis Cabruja and Charlie Berrizbeitia leading the project for Not Normal. Agustín Mas from Plus Music led the music and sound design—a big challenge, since each scene had its own cinematic tone and texture that needed to come through in the soundscape.