Camry, gatefold

How to get people off their sofa and into the new Camry? By wow-ing them with this pop-up gatefold. We created an immersive ad that was all about the senses: A heart reader to show the reader’s excitement on the Camry’s monitor, new leather scent, textures for door handles and seat, pop-up for the wow-effect. We produced the gatefold in China. When they shipped the prototype, customs would send it back to China, thinking it was a bomb because of all its intricate wires and batteries.