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.

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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.

Credits:

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