Mad Max your ride
A tribute to the film's post-apocalyptic love of all things grimy.
If this is your first day on the internet this week, allow me to be the one to tell you what everyone else has been saying: the new Mad Max movie is amazing. With a 98% score on Rotten Tomatoes, it might not need the press now, but a few days before the premiere, Lowe Roche helped Warner Bros. set up a “Mad Max: Fury Road Dusty Car Wash” in downtown Toronto.
The “car wash” was constructed out of scrap metal and other forms of debris and populated by the suitably terrifying people we’d expect to be working at a car wash in a post-apocalyptic world. If you trusted them, you could drive your car right into it, where it would be blasted with dirt and grime by high-powered air cannons. Artists then came in and used the dirt as a canvas to inscribe messages and designs all over the cars, sending moving tributes to the world of the film out into Toronto.
Brand: Mad Max / 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