Robot’s Paul Ramaema brings his energetic youthful aesthetic mixed with his mindful self-awareness for the launch of the locally built Toyota Hybrid. A car that finds the perfect balance between being environmentally conscious and at the forefront of technology needed the perfect hybrid director 😉

The commercial features the benefits of the self-charging car which switches between petrol and electric, depending if you want it clean or powerful. ‘We weren’t just selling cars, we were selling future technology, today. And so, we wanted to say ‘Hello to the Future’ unlike ever before. Paul not only saw the future like no one else but understood its potential. And in true hybrid fashion, we combined forces to highlight Toyota’s world-leading hybrid technology and Toyota’s much-loved charm and character, bringing us exactly what we wanted, when we needed it! ‘Says FCB’s TV producer Nakita Bolus.

Director Paul Ramaema adds: ‘It is an incredible honour being part of the team to introduce the new Toyota Hybrid range. The theme around the dualities of bringing a new way of doing wellness, not only in the human aspect but motor industry too, is what made me fall in love with the concept of Hybrid.’

Something that stands out even more than Paul Ramaema’s visual style as a director is his mindful approach to the work, which goes hand in hand with his approach to life. Sure, mindfulness can be an overused buzzword, but for Paul it goes beyond personal wellbeing and has affected how he tackles filmmaking. Paul’s ability to collaborate and self-awareness go a long way with agency and client and according to Robot MD Callan Paul; ‘He has this beautiful way of calming any situation, whether he’s directing an alcohol ad or car ad, the client always feels safe with Paul. This energy that he surrounds himself with defines and differentiates him, and you can see it in his work.’

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