The Mad Max: Fury Road Dusty Car Wash. Come in clean. Leave dusty.
To promote Mad Max: Fury Road 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.
This dust-filled, one-of-a-kind stunt was created by Toronto-based creative agency Lowe Roche with the support of Warner Brothers Pictures Canada, a team of Hollywood set dressers and professional artists.
Client: Warner Bros. Pictures Canada
Agency: Lowe Roche
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
Agency Producer: Beth MacKinnon
Producer: Jonny Pottins
Directors: Jonny Pottins/Jon Simonassi
Production Art Director: Nick Haraszty
Editor: Jon Simonassi
Artists: Zachary Melo/Elysse Melo
Visual Effects: Zink
VFX Creative Director: Raj Dias
Producer: Natasha Daly
Lead VFX Artist: March De Laurentiis