TOYOTA | OLYMPICS
CONCEPT
Toyota wants to be seen as a champion for all the ways we move: over the next decade, they've committed to developing technology that will allow people to achieve full mobility beyond the confines of a car. In my role as senior art director, I worked with Saatchi & Saatchi’s content and platform team to build a narrative around people who push toward their personal finish lines. As an Olympic and Paralympic Partner, the campaign centered on stories of para-olympians, elite athletes, men and women from ages 1 to 100, to show that with great innovation, anything is possible.
Content
The anthemic spot dropped at the Superbowl focuses on Toyota’s evolution as a mobility brand, with longform stories of athletes who've overcome the impossible to featured throughout and beyond the 2018 Winter Olympics.
"Prove Them Wrong" Hailey, 17
A young snowboarder chases her dream of becoming a world-class olympic athlete and defying those who've told her women can't succeed in the same way male athletes have.
"LIGHT IN THE DARK" Brad, 33
A paralympic athlete who lost his eyesight while serving in Afghanistan, Brad Snyder has 5 gold medals, 3 silver, and holds the world record among blind swimmers for 100 meter freestyle.
"BATTLING" BARBARA, 87
In the late 1940s, women weren't in boxing rings, but the 4'11" Mighty Atom fought her way from the fairgrounds of Yorkshire to the the United States, to ultimately nab the world title.
DigitaL PLATFORM
We also developed an online platform around stories of the impossible and the future of mobility-focused products. In my role I worked on the design of everything from Product Pages to Athlete Stories and a Global Navigation system for the site across devices. The ultimate aim for web (currently being developed) is for the site to be completely compliant with accessibility standards, further underscoring Toyota' commitment to Mobility For All.
TEAM | Saatchi & Saatchi LA Emily Yurko, Cody Moiseve, Jeff, Cindy Nishimara
ROLE | Freelance Creative Lead