Toyota is perceived by many as a boring car company. Our challenge was to use the Supra campaign to prove the opposite. In the 1980s and '90s, the Supra was one of the most sought after Japanese sports cars; a legend amongst tuners, and popularized in the "Fast and the Furious" films. The return of the Supra was the perfect opportunity for us to develop a campaign that shows Toyota as an exciting car brand. Since pinball-machines were hugely popular during the 1980s, Supra's heyday, we developed the idea of a life-size pinball machine with the Supra as the ball.

We wanted to give the audience a truly visceral sound experience while the Supra took on the challenges of the pinball machine. But what are the sounds of a pinball machine the size of a ship yard? We started with actual pinball machine sounds and ‘scaled them up’ to fit the feeling of the Pinball arena. Then we added new sounds to heighten the sense of danger, urgency, and thrill. The moment the Supra raced through the light tunnel needed to be suspenseful. The car eating grinder needed to sound menacing as it chased the Supra. All these sounds had to fit around the real car sounds — the sounds car enthusiasts were looking to hear the most. We ‘tuned’ the sounds to the music. The result was an emotionally attention grabbing, action-packed sound sequence that only dies down with a classic game-power-down sound, when the car comes to a