The Wall

As part of the Toyota RAV4 "How Far Will You Take It” campaign, Toyota built a 120 ft rock wall on a billboard in the middle of Times Square. We worked with SaatchiLA and cast a real person who was up to the challenge of climbing it, but had no prior rock climbing experience. We filmed her journey, training with an expert, for four weeks before flying to New York for the big day.

On the day of the climb we had five camera operators filming the climb, including one shooting from the hotel balcony across the street and one dangling from a harness at the top. 23 GoPros were affixed to the climbing wall to capture her progress along the way. In the end, she conquered her fears and finished the climb with all of Time’s Square watching.

  • Project
    RAV4 "The Wall"
  • Client
  • Agency
  • Co Director/DP
    Daniel Chesnut
  • Producer
    Marshall Mclaughlin
  • Production
    Process Films
  • Executive Producer
    Richard Bendetti
  • Creative Director
    Fabio Costa
  • Associate Creative Director
    Vidur Raswant
  • Post Production
    Process Films
  • Editor
    Josh Hamilton
  • Colorist
    Matt Fezz