Agency: Saatchi & Saatchi
Client: Toyota
AD: 🙋‍♀️
CW: Alexis Johnson
ACDs: Lynn Born and Michal Buss
CD: Annie Elliott
Jr. Team: Krystal Rountree, Serena Latimer
Producer: Erica Taylor
Director: Rodrigo Saavedra

The Challenge

The target audience of this campaign was a community called Social Ringleaders, they are people-people who are all about connections. They are the catalysts of in-person interactions, they love spending time with their big friend groups, kids and loved ones.
How do we show them that Toyota's big haulers are the perfect vehicles for their big lives?

The Solution

We positioned Toyota not just as a vehicle to go places, but as a vehicle for human connection. Every trip is all about the people they love. Toyota carries big families through kids' laughs and siblings' chaos, friend groups to fun trips and long-awaited reconnection opportunities, and helps people support their elderly loved ones. People are the Destination.

My Role

I collaborated with the team from concept ideation through production execution, helping develop the strategic positioning and collaborating on production from on-set through editing.

The Outcome

The campaign was well received by the client and one of the commercial was selected to be the Toyota 2026 Super Bowl spot.