Overview: Piel Dura is a vertical campaign for Toyota built around athlete profiles, automotive performance, and stories of resilience. As Director of Photography, I led the cinematography across the main story, player profiles, and vehicle interiors, working across multiple locations and automotive setups.

Approach: The campaign combined intimate athlete portraiture with dynamic automotive cinematography, requiring a visual language that could move naturally between personal stories and the scale and energy of the vehicles.

Working primarily with RED cinema cameras and cinema glass, we built the photography around natural environments and available light while maintaining a polished commercial aesthetic. Vehicle work included interior coverage and moving sequences, with specialized pursuit and crane systems used to create more dynamic perspectives through the landscape.

Because the campaign was designed primarily for vertical delivery, composition and camera movement were considered specifically for the 9:16 frame rather than treated as a crop from traditional horizontal photography.

Scope: Main Story · Player Profiles · Automotive Interiors · Driving Sequences · Vertical Cinematography