Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


How Droga5 Fuelled a Toyota Mirai Completely on Bullsh*t

Droga5 New York, 2 years, 6 months ago

Award-winning documentary filmmaker Morgan Spurlock shoots first film in new series

How Droga5 Fuelled a Toyota Mirai Completely on Bullsh*t

Sometimes reality stinks. Toyota has tapped award-winning documentary filmmaker Morgan Spurlock to show how calling hydrogen fuel cell vehicles “bullsh*t” isn’t far from the truth.    

“Fueled by Bullsh*t” is the first online video in a multi-part “Fueled by Everything” series aimed to educate a broad audience about the innovative ways hydrogen fuel can be made from renewable sources. Spurlock directed the 3-minute piece which features a dairy farmer and mechanical engineer as they follow cow manure  from a mooing supply source to its ultimate use in powering the hydrogen fuel cell electric Toyota Mirai. 

“This project gave us the opportunity to dive into a world that most people don’t understand but has the potential to change our world,” said Spurlock.  “Witnessing manure, something most of us view as being pretty disposable, being transformed into hydrogen fuel to power a car was pretty remarkable.  I think this short film is pretty compelling evidence of what could be possible in the years ahead.”

Beyond high quality dung, hydrogen can be manufactured from other renewable energy sources like solar, wind and biogas from landfills. These production methods can result in a domestic and locally sourced fuel that powers the Mirai while emitting only water vapor from the tailpipe.   

The multi-series video campaign is launching through the Toyota Mirai website ( and additional digital properties with paid online media support.  The Toyota Mirai site will also feature a deeper dive into the scientific process of creating hydrogen fuel, with explanations from scientists and experts in the field.  This content will also appear across Toyota social and media partner sites, including, YouTube and Hulu.

“We’re putting hydrogen in the spotlight for its exciting potential as a renewable fuel source,” said Bob Carter, senior vice president, automotive operations, Toyota Motor Sales, U.S.A., Inc. “This is the beginning of the road for hydrogen, but we see the potential and we’re making a long-term investment in the future.”

The four-door, mid-sized Toyota Mirai delivers performance similar to traditional internal combustion engines – re-fueling in about five minutes and a range of up to 300 miles on a full tank. The Mirai will go on sale in California later this year.

Toyota’s “Fueled by Everything” campaign was created with creative agency partner Droga5. To see the video and information about Toyota’s commitment to fuel cell technology, visit


Head of TV / Production: Ben Davies

Creative Agency

Account Director: Bola Adekoya

Account Management: (Head) Susie Nam

Account Manager: Dave Murphy

Art Director: Daniel Sumarna

Chief Creative Officer: Ted Royer

Chief Strategy Officer: Jonny Bauer

Copywriter: Bryan Wolff

Creative: (Chief Creation Officer) Sally-Ann Dale

Creative Agency: Droga5 NY

Creative Chairman: David Droga

Creative Director: David Gibson, Nathan Lennon

Digital Designer: Devin Croda

Executive Creative Director: Neil Heymann

Group Account Director: Steven Panariello

Interactive Group Head: Niklas Lindstrom

Interactive Producer: (Exec) Jenn Mann, Morgan Mendel,

Strategist: Emily Mulvey

Strategy Director: (Group) David Gonzales, Lee Sunga

TV Producer: Bill Berg

Digital Production Company

Developer: Raymond Dolber, Jim Alexander, Amit Kumar

Tech Director: Keath Chan

Category: Automotive , Cars

Genre: Comedy , Stunts