BRIEF

Objective: Develop a comprehensive digital content package that positions the Toyota GR Corolla SE as the definitive performance-oriented compact vehicle for motorsport and automotive enthusiasts. This suite should transform viewers’ interest into tangible purchase intent, positioning the GR Corolla SE as the ultimate expression of performance, practicality, and individual expression.

Target Audience Insight: Young male professionals aged 25-35 seeking a high-performance vehicle that seamlessly integrates with an active, dynamic lifestyle.

Key Visual Strategy: Emphasize the motorsport heritage and technical sophistication. Leverage the new "Blue Flame" color as a visual identifier, creating a distinctive brand language that separates the GR Corolla SE from competitor compact vehicles.

Content Approach:

• Highlight authentic motorsport capabilities

• Demonstrate performance specifications that appeal to motorsport enthusiasts

• Create a digital web experience that guides potential buyers through a clear purchase consideration funnel

• Showcase the vehicle's unique positioning as a performance daily driver with exceptional capabilities

CREW

MY ROLE: Digital Content Art Director

AGENCY: Saatchi & Saatchi
CLIENT: Toyota Motors of North America

TEAM: CD, ACD, Strategist, Art Producer, Product Specialist, Copywriter, Photographer/ Director- Alex Bernstein, Production Team, Props & Wardrobe Department, Platform Developers & Project Managers

Concepting

• Moodboard madness with my copywriter: Creating visual stories that spark excitement

• Surviving the gauntlet of reviews at every level

• ACD nods

• Creative Director's critical eye

• Leadership “have you tried..” reviews

• Client’s presos

• Crafting our shotlist and storyboard that tell our GR Corolla SE's story

• Photographer matchmaking - finding the right creative partner to bring our vision to life

Pre-Production

• Talent Casting: Carefully selecting talent that matches our brand narrative and needs

• Location & Styling Preparation: Hunting down locations and building out a visual story through killer props and wardrobe that oozes “performance”.

• Scout Day: Walking the location, visualizing every frame

Shoot Window

• Navigating shoot day chaos – pivoting through unexpected challenges while keeping the client stoked and the vision crystal clear.

Post-Production

• Collaborating with retouchers and video editors to come up with a 10-second edit

• Working with dev team on page implementation

• Review, Review, Review

Launch. Exhale.