Toyota Setsuna – Concept video

As this concept video unfolds, we see an old man flash back to when he was but a child who came to regret his mischievous graffiti on the body of his family’s car and was moved to tears. Having become a part of the car through the years, that engraving accumulates meaning of its own and takes the form of a happy memory, transforming the car itself into another member of the family.

This car, made almost entirely of wood, was built using traditional Japanese carpentry techniques that don’t involve nails or screws. The video has been premiered during the public exhibition at Milan Design Week in April 2016.


Client: Toyota
Director: Branko Rakic
Art director: Corrado Colleoni
Background artist: Francesco Mazza
Release: April 2016