Toyota Prius
Creative Direction, Art Direction
Print, Posters, Dealer Merchandising, CRS
The introduction of the reinvisioned Prius had the world watching and waiting. Our directive was to present this new vehicle unlike any car. With it’s hybrid technology, Prius was unlike anything on the road. So we chose to use imagery and language that was optimistic and friendly. For such a revolutionary concept, we invented a colour scheme and iconography that was clean, fresh and easy to understand.
Team: Diana Phillips, Ginger Cho, Hugh Kreschmer, Torfi Agnasson, Max Godsill, Verner Soler, John Rice, Cindy Rowe and the southern California Society of Dandelion Wranglers.
Posters
Print Ads
Lovemarks
Kevin Roberts, the global CEO of Saatchi & Saatchi, is an evangelist about the importance of emotional connections consumers have with brands. So much so he toured agency offices, country to country, advocating his philosophy. He gathered examples along the way, collecting case studies that exemplified brand loyalty. We were honoured to have our Prius launch as one of those examples.
Toyota Racing Development
Art Direction
Print
Serious Motorheads. An aftermarket parts distributor and ‘speed shop’ in 1979, TRD has risen to one of the most accomplished and acclaimed engineering companies in motorsports. Under the Toyota brand umbrella, we created a cohesive identity specifically “geared” for this market.
Team: Diana Phillips, Ginger Cho, Greg Braun, Max Godsill, John Rice, Cindy Rowe
Print Ads
Toyota Celica
Creative Direction, Art Direction, Design
Print, Collateral, Web, On-Line Game Design
Celica is one of the most popular cars for individual customization ever. Capitlaising on the Fast & Furious franchise and Japanese street racing hashiriya we developed a “graphic novel” that spun a story of healthy competition between rivals. The novel lived online in a game tailored to each individual player who could modify their Celica, choose their course and compete with other drivers.
Team: Diana Phillips, Vince Ku, Anthony Wells, Vincent Dixon, Cindy Rowe, John Rice, Wild Tangent
Toyota Celica Interactive Game Development
Toyota Celica Graphic Novel
Toyota Celica Storyboards
Toyota Celica Graphic Panels
Tundra Sports Illustrated
Creative Direction, Art Direction, Design
Print, Web, Environmental
Sports Illustrated partnered with Toyota to introduce the newest Tacoma. SI toured with US with a pop-up store designed to engage 18-25 year old men to expose them to a younger voice of the magazine and to invite them to drive the Tacoma. The mobile experience brought the history of the magazine to the target and became the destination for a mud-track ride and drive test. We produced a print campaign specifically for SI and produced a film for the exhibit and web content.
Team: Diana Phillips, Conan Wang, Anthony Wells, Clint Clemens, John Rice, Cindy Rowe
Tundra Solara
Creative Direction, Art Direction
Print and CRS
A full-size chassis with the soul of a sports car, Solara is the only convertible in the Toyota line-up. We wanted a visceral, emotional connection to Toyota drivers who needed a little incentive to marry reliability and value with the idea of wind in their hair and sun on their face. Through sun-kissed imagery we invited drivers to choose a drive that could set them apart from boring reliability. We even supplied the sunscreen.
Team: Diana Phillips, Conan Wang, Denise Reynolds, John Rice, Tiffany Smith, Clint Clemens, Cindy Rowe
TOYOTA 4RUNNER
Creative Direction, Art Direction, Design
Print
If one could take an SUV anywhere in the world to demonstrate it’s capabilities, where to go? Basecamp at Everest, of course. Inspired by the summit of Sir Edmund Hilary and Tenzing Norgay, we took 3 prototypes and managed to break only 2 for print and film. Bold concept. Bold imagery. Bold typography.
Team: Diana Phillips, Simon Scott, Conan Wang, Bret Ridgdeway, Alan McMullan, Anthony Wells, John Rice
