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Lost Planet editor Paul Martinez’s challenge with the latest Toyota Tacoma “Comet” spot by Saatchi & Saatchi in Irvine, Calif.: He had to make the footage look worse, not better. Shot by Baker Smith in the California desert in HD, the spot shows a comet landing on a Toyota Tacoma. After the explosion, the Tacoma emerges unscathed. Martinez made the footage look amateur by “adding things like the camera going out of focus and zooming in, things that happen with people shooting,” he says.
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