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Mad Max Your Ride with Lowe Roche's Dusty Car Wash Stunt

Mullen Lowe North America, 2 years, 5 months ago

Toronto-based agency celebrates Mad Max: Fury Road with a wasteland makeover

Mad Max Your Ride with Lowe Roche's Dusty Car Wash Stunt

In the world of Mad Max, dirt is a badge of honour. The more dust and rust on a vehicle, the better.

To promote Mad Max: Fury Road a piece of downtown Toronto was transformed into a post-apocalyptic world – complete with scrap metal, pyrotechnics and of course, coloured smoke grenades. At the centre of all the chaos: The Dusty Car Wash. 

People were invited to bring in their vehicles and have them covered with dust, which became canvases for artists. These artists would then re-create imagery from the movie on each vehicle, including: skulls, flames, gears, movie quotes, and even the title and release date. Once vehicles were covered with artwork, they drove away – creating mobile billboards all around the city.

This dust-filled, one-of-a-kind stunt was created by Toronto-based creative agency Lowe Roche with the support of Warner Brothers Pictures Canada, a team of Hollywood set dressers and professional artists.

Creative Agency

Account Manager: Hillary Pitcher

Art Director: Matt Camara

Copywriter: Kelly Finnamore

Creative Agency: Lowe Roche

Designer: Ben Coles

Executive Creative Director: Mark Mason/Jane Murray

President: Jeff Dack/Marie-Lise Campeau

Producer: Beth MacKinnon


Editor: Jon Simonassi

Post Production / VFX

3D Lead Artist: March De Laurentiis

Creative Director: Raj Dias

Producer: Natasha Daly

Production Company

Art Director : Nick Haraszty

Director: Jonny Pottins/Jon Simonassi

Producer: Jonny Pottins

Production Company: Zink

Category: Movies/theatre , Sports and leisure

Genre: Experiential , Stunts